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Bajaj Auto Bajaj Auto’s lead conversions skyrocket by over 14X with Convert AI and Business Messages.

Google’s Business Messages in combination with the ORI Revenue Acceleration platform allowed us to assist our customers at the most important point of their customer journey, their discovery phase, which in turn skyrocketed our overall visitor-to-lead conversions. Shardul Verma, Head of Digital Marketing, Bajaj Auto.

Bajaj Case study. 14X increase in conversions
14.3X

Increase in lead conversions.

10%

Lift in re-engagement CPA’s.

14%

Lead capture percentage.

About Bajaj Auto

The world’s third-largest motorcycle manufacturer, and second- largest in India, Bajaj Auto was founded in 1945. Over 75 years later, Bajaj Auto is present in 79 nations. In 2020, it was ranked #53 on India’s Fortune 500 list.

Industry

Automobile. 2 Wheeler.

Solutions Used

Convert Cold. Convert Warm. Convert Up sell. Business Messages.

Channel

Website Bot. Mobile App Bot. Business Messages. Conversational Search Ads.


The Challenge


With the launch of the brand new Pulsar 125 motorcycle, Baja Auto wanted to get ahead of the game by building buzz around the launch and establishing it’s brand as a leader in the 125 CC category. Bajaj Auto wanted to engage more meaningfully with its target audience and ensure that their questions related to the product be swiftly addressed – which would in turn improve their lead conversion rate (Test drives) and eventually their sales conversion rate (New bookings). 


Bajaj Auto placed great importance on the successful launch of the Pulsar 125, but the brand also understands the challenge posed by the complex customer journey behind a motorcycle purchase, considering that the buying journey spans many months and users average an estimated 900+ digital interactions before coming to a decision.


Bajaj Auto needed to develop a uniquely informative and natural experience that would provide customers with the right information at the right time, in a conversational and friendly way.


The messy middle of the customer journey, saw users seeking a personalized experience that could answer their own specific questions and ultimately assist them in making a final decision.


Bajaj Auto also needed a solution that could bridge the gap between the customer journey and the final conversion; ultimately suggesting that the Pulsar 125 is the right fit for their personal needs and lifestyle.


The Solution

To coincide with the launch of the Pulsar 125, Bajaj Auto partnered with Conversation AI revenue acceleration platform, Convert by ORI, to create a Business Messages experience that embodied an ideal persona for their target market.


This persona was friendly and informative, and it led users on a self-investigative journey to find their perfect bike. A colloquial, humorous tone was adopted, and a test drive was the main call-to-action. 


Additionally, the ability to recognize users for a 30-day period meant the AI-powered platform could greet familiar users and encourage them to pick up where they left off, whether they were exploring, educating themselves, or researching their options.


This allowed Bajaj Auto to control the end-to-end customer experience, obtain rich insight into users’ journeys, and discover which features of the Pulsar 125 resonated most with their audience. 


The Outcome

By empowering users on their product discovery journey – the AI conversational assistant on the Bajaj website engaged 34,000 website visitors with 300 hours of conversations in the first two months.


About 23% of these users returned after their initial experience to re-engage further and continue their product discovery journey, increasing the average re-engagement CPA (cost per action) by 10%.


Impact on customer acquisition?


Average Lead Capture Percentage was 10% with a further increase to 14%. 


With Convert’s revenue acceleration platform and the reach of Business Messages, Bajaj Auto’s lead conversion increased by 1,335% to 14.3%.

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