How Woodford car rental used social proof and increased sales using Influence

About the brand:  Woodford Car Hire is South Africa’s largest independent car rental company, with a national footprint at all major airports and centres and a fleet of over 1600 vehicles across three core divisions.

They have been in the business for close to 25 years, and have been serving customers for quite a while now.  They are in the private and commercial customer offering, and slowly have developed quite a leadership position in the south african car leasing market.

Website: Woodcard
Employee size: 25+

Challenges:

Now since they have been in the online space for quite a while now.

They have been dominating the online channels and have been getting per day leads on a consistent basis. So they had been looking to get more leads, but weren’t able to get that with ads since they had budgets defined.

New KPI:

So the marketing team was handed a new kpi which was to cut down the cost per lead and basically one of the key ways was to get more on site conversions for their main booking and landing pages.

The nature of the car rental market is such that it’s a very high trust and reviews oriented market. Customers are more likely to buy from those car rental brands that enable more trust in their buying decision.

So all in all the simple goal was to convert more people.

The ways were to increase trust, buying activity and increase customer belief that they are investing their money in the right thing.

Solution:

Essa and Yacoob are the people who are responsible for taking care of conversions and marketing efforts at Woodford car hire.

So the goal was not only to increase conversions for woodford car hire but also for their other portal WhyBuyCars.

So the team was already looking for a solution that could help them in figuring out more conversions. Since being in marketing they knew multiple ways to increase conversions and they wanted to try out social proof to see if they can get some extra boost in conversions.

We have been doing marketing through organic and paid media for quite a while now, and we have a new internal KPI to hit as the marketing department that we will be bringing in more leads to the system. While we could increase the budgets and do more ad spends, we also tried to focus on figuring out more on site conversions and start looking into ways to gain more conversions ~ Yacoob

If you visit the woodford and WhyBuyCars website, you can easily see notifications running over there.

The best set that is working for them is the Review notifications and the Live notifications, if you go to their website you can see the notifications popping up in the left corner section of the website showing all sorts of customer engagement and activity happening on their website.

Products used:

a) Live notification



b) Review notifications

Customisations:

Not only that they had put in a lot of customisations as well to suit the design of their notifications so that it matches well with their brand colour and feel. So they look more native to the experience of the website.

The customisations in influence allowed us to give a proper feel which could match with our branding and colouring for us that alone was worth trying their tool and getting them to run on our website. With other tools we couldn’t achieve that level of customisation on our platform. ~ Yacoob

Results:

If you can see here in the screenshot due to the notifications itself there was an increase in the direct sales.

Whybuycars:

– Extra 10% increase in conversions over usual conversion rate.
– $1090 extra worth of bookings.

Woodfordcars:

– Extra 9% increase in conversions over usual conversion rate.
– $ 9960 extra worth of bookings.

Tips on how to make the best use of popups:

– Don’t use clickable notifications when you’re using popups on the checkout page.
– Don’t use notifications on all the pages.
– Test it on each page and see where you get the best results.

So if Woodford have been getting extra sales for their business, you can get it too.

There is no reason why you shouldn’t.

All I request you is to take a 14 day free trial, and measure the instant uplift in your conversions.

If you don’t see any increase don’t pay us any money, and it’s completely risk free and free to use.

Go click here and get started on having more conversions for your business.

Imagine if you get 1-2 extra sales, that itself will pay for the value of the product.

And here we are talking much more than 1-2 sales.

So go get started and I will see you on the other side.

Kirti Prakash