Introduction :

Can you relate to these two when you think of used car buying :

Now think of a platform which can solve your above two problems

What is CARS24 :

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CARS24 is your trusted one-stop solution for buying and financing quality used cars, offering transparency, convenience, and competitive pricing.

It's a place where you enjoy a hassle-free experience with comprehensive inspections, easy financing options, and exceptional after-sales support

USPs of CARS24 :

1. Comprehensive car inspections and verified history reports insuring trust and transparency.
2. Seamless online platform for browsing, comparing, and purchasing used cars from home.
3. Extensive inventory of quality used cars across various models and price ranges.
4. Easy financing options with loan approvals and EMI plans tailored to fit user's budget.
5. Dedicated customer support and after-sales services, including warranties and return policies.

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User Studies:

• All users interviewed downloaded app 2-3 days before call
• Interviews was focused on understanding user's background, goals, how did they find cars24, their onboarding experience, features they liked and difficulty faced

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Defining our ICPs

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JTBD for our ICPs :

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Onboarding teardown :

CARS24 onboarding teardown.pdf

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Activation metrics :

1. Hypothesis 1 : Users who sign up at least once in 3 days of onboarding are more likely to convert i.e. book test drive with cars24
2. 1. Reasoning : Signed up users who do it early in the journey are more likely to interact with our customer service agents and also are more likely to receive personalised CRM comms related to price drops and new arrivals over whatsapp thus making them more likely to convert

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2. Hypothesis 2 : Users who uses search at least thrice in 1 week of onboarding or uses 2 or more than 2 filters are more likely to book test drive with cars24
3. 1. Reasoning : Users who are using search and filter are more likely to land on car that they are thinking of thus making them more likely to move ahead and do a test drive with us

3. Hypothesis 3 : Users who initiates pre approval at least once in 1 week of onboarding are more likely to book a test drive
4. 1. Reasoning : Users who are initiating pre approval process have 50% chance to get pre approved, and pre approved users have 135% more likelihood to book a test drive with us as compared to non pre approved customers

Detailed Metrics to track :

Cuts to be checked on New Users (users who are landing for the first time on platform) , Repeat users (Users landing on platform post 7 days of their first landing) ,

cuts to also be checked on acquisition channel, platform (App,web,Mweb)

1. 1. Users2Impressions i.e. how many cars users are seeing on listing page
   2. Homepage2 listing page land number
   3. % users using search or filter
   4. Average TAT of user to initiate booking with us bifurcated on non search vs search user
   5. Users initiating pre approval process
   6. %pre approved users
   7. Listing page to CDP view
   8. CDP view to book test drive CTA click
   9. Push and Whatsapp subscribed rate
   10. %CRM delivery rate on user level
   11. click rate of buy car , sell car and financing options
   12. Financing form fill rate

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