(Q1 - Jan'22 to Mar'22) Some thoughts and Background on Truebil (Last 2 Quarters) We have . In the , we as a has put in countless hours to come up a long way since the last 2 quarters for Truebil last 2 quarters team rev . Truebil comes with significant . We amp the customer experience for Truebil 2.0 advancements in terms of design, features and tech have now reached a position where the Truebil Mobile website is climbing the final steps of its revamp with PDP, PLP already live - home page, sell page about to go live - Shortlist, accounts and navigation drawer getting set to go live in parallel. In , we have made significant in the where our parallel to revamp advancements backend infrastructure backend API response has allowing to Also, we have completely seen 8X reduction in load times faster load of pages. revamped our lead source capturing which now allows us to uniquely attribute a lead to its original lead source and its . These architecture lead quality (Q1,2,3) advancements allow us to on things which are working well and things that require attention. channelize our focus In the last month, we have also reached a capability where we Truebil 2.0 is set for a complete automation when it comes to releasing . Truebil 2.0 is now fully on with 3 experiments already on going. Now, any release on Truebil experiments compatible Google Optimize 2.0 can be via Google optimize for allow us to to be able to find out the utmost optima when it comes build smart experiments product . Now, with the advent of Google Analytics Premium - out stage is all set to be able to pave way for advanced consumer experience analytics to build greater capabilities for our customers. From the , we have come up a long way where we have made significant advancements like Marketing point of view integration of Data . Apart from being layer, enabling affiliate marketing and advancements in web engage integration many experimental features developed in tandem with , we have also come up a long way in human to human and develop Marketing teams strengthening relation overall empathy within and across teams Truebil tech team has also from a to a (frontend, backend, QA) in the last 2 quarters with each grown team of 4 members team of 9 member unique and highly capable in its own terms. As we our for the current year and , there is a finish Q3 pave way for Q4 good platform for us to now focus on higher degree problem and make Truebil achieve what it Truly stands for and what it must have been envisioned for when it became a part of #SpinnySquad in sets the year 2020 (acquisition ) link For the , there are few things that we can aim and plan to achieve: next quarter Q4 RoadMap of Execution Project Details More Q3 Leads on PLP Our recent findings have suggested us that the users who actually visit a TD on the website are the ones who actually visit the showroom and eventually make a purchase. Rest all the users who do not book a TD on website, automatically qualify as leads where there will not be much hope. To bridge this gap, product needs to lead our users to book Test Drives in the easiest and most convenient format. 1. 1. Problem Statements Solution Metric Q3 leads are the ones producing results. Q1, Q2 has almost null contribution to results Optimize funnel to increase Q3 lead proportion Increment in Q3 lead share Regionalisation Bringing Truebil experience in regional language to our users can unlock Marketing and product thus adding value to over all Business. This is the hypothesis we wish to test with our regional language experiment for Truebil Chennai. The stage for this is already set with tech, Marketing, Business and our translation partner on the same page. Next steps for us to go execute and measure to understand the precise effect of regionalisation on Product, Marketing and Business metrics. Problem Statements Solution Metric Effect of regionalisation on CPLs, V/L and D /L V1: Tamil PLP and PDP pages in Chennai with Tamil language marketing campaigns V2: V1 + communication messages in Tamil (Wa, SMS) V3: Based on results - scale to other citites Cost Per lead, visit and Delivery CPLs, V/L, T/L, D/L Desktop development: Truebil Mobile has already seen significant efforts in the last 2 quarters and hence its overall growth in terms of customer experience. Truebil Desktop is something that is still untouched which is where we need to bring in Desktop experience in par with Truebil Mobile 2.0 Problem Statements Solution Metric PLP, Home Page and Sell page still follow Truebil 1.0 theme thus differentiating UX on Mobile and Desktop V1: PLP Development + PDP Dev (Shivam’s Pod) V2: Home and Sell Page + (Accounts, Shortlist section - Shivam’s Pod) a. PLP to PDP movement b. CTA performance on PLP c. Sell Leads contribution on Spinny Lead Nurturing: Lead nurturing: Truebil generates a good volume of leads from which only a fraction moves ahead in the funnel to finally convert. Our hypothesis lie in the fact that there, definitely, are more potential users dropping leads who are genuinely interested in buying cars and 1. 2. 3. 1. 1. 1. 2. Truebil is not able to do a great job in catering to their needs. To bridge this gap, we feel product can do a lot to handhold and nurture users while they are on the website to enable them to move ahead in their Journey to find their dream car. Personalisation: The beauty of the used car industry v/s new car industry lies in the fact, that every used car is unique. 10 used Swift Dzires are 10 unique cars compared to 10 new Swift Dzires. Every used car is unique as it has its own home, own owner, own upbringing, own features, own styling, own education and its own unique path traced on the road. For a new car it does not exist, which gives us enormous room to personalise every unique used car and present it to our customers. Something we can call as “Every car has its own story” Experimenting beyond text to Audio and Video: Presently the information available to users is in the textual format and left to the subjective interpretation of our users when they view the PLP or PDP. It is our duty to ensure that all our users understand and get conveyed the right information in the quickest and best possible manner. Text is great however Audio and Video (future VR) are still forms of communication which are yet to be unleashed and can act as a potential super power for us. Video alone has the capability to eliminate significant steps in terms of connecting the user from 2D web to real life 3D point of view. Audio itself has features to enable proactive storytelling. Feature Name Hypothesis Solution Metric Every car has its own story The beauty of the used car industry v/s new car industry lies in the fact, that every used car is unique. 10 used Swift Dzires are 10 unique cars compared to 10 new Swift Dzires. Every used car is unique as it has its own home, own owner, own upbringing, own features, own styling, own education and its own unique path traced on the road. For a new car it does not exist, which gives us enormous room to personalise every unique used car and present it to our customers. “Every car has its own story”: where the user will see a 3-5 word tag for every car on PLP and its PDP. E.g.: Only 1 year old and hardly driven 1. Improvement in PLP to PDP movement, 2. Increase in lead/user 3. Increase in Q3 lead share Audio narration Textual information gets perceived in a highly subjective manner with a possibility of missing on key information for the user due to cognitive biases, information overload and user attention span Audio can act as a powerful tool to provide precise and concise - key information to the user in a proactive and relaxed manner that can further aid the in quick and better decision making. Improvement in PLP to PDP movement, 2. Increase in lead/user 3. Increase in Q3 lead share Video Car Presentation Presently, we provide static visual images to the user to provide him a sense of the overall car look and feel. Static images has its own limitation when it comes to story telling Video presentation of cars can provide a user an overall better experience in terms of understanding the car and benchmarking its overall look and feel in a creative way. Improvement in PLP to PDP movement, 2. Increase in lead/user 3. Increase in Q3 lead share Instant Video Communication b/w agents and users: Introducing Video calls b/w agent and user can significantly reduce Lead conversion rates. At present, our user journey has the following path Website Lead Agent Phone Call TestDrive (first time the user sees car) Purchase Introducing a layer of Video connection between user and agent can make the user journey look like Website Video Call TestDrive Purchase a. Enabling agents to work on Video calls b. Providing Video call functionality to our users on the website a. Increase in Deliveries per lead b. Reduction in TAT - User website entry to final Delivery time Seo and Webengage: Organic Traffic: Our paid marketing channel are already in place and is somewhere we see active efforts being pulled out. Organic is somewhere we need to up our game and efforts on Seo is one of the key routes which can really help us achieve the same and help us build a great brand identify User Engagement Channels: We have Whatsapp, SMS and phone calls as communication channels already setup for Truebil which are actively functioning. Web notifications, App Push notification and Video calls are more forms of communication that we should enable to stay closer to our users and bring in our communication teams with more Super powers. We will continue to have a parallel dedicated track on Seo efforts (in collaboration with Grapes Agency) to grow our organic traffic and Web Engagement Automation support to our Marketing teams in Q4