Quiz Patente & Guida e Vai: How to Achieve ROAS X25 Thanks to Spoki, ActiveCampaign, and WhatsApp

Context

Guida e Vai, the Italian leader in driving school services with a network of over 500 affiliates, aimed to improve communication with a young target audience and to optimize the recovery of lost users. The collaboration with Spoki and the adoption of WhatsApp as the primary communication channel represented a significant step towards achieving business objectives.

Case study

The main challenge was to recover a high number of users lost during lead generation campaigns, a problem accentuated by the young age of the target. Using WhatsApp via Spoki, Guida e Vai implemented the sending of automated messages to inform the user about the imminent contact from an operator and to send a link to schedule a new appointment in case of no response. The solution included message automation to remind users about the delivery of the interactive manual, reducing storage costs.

The zero-interest financing project for young aspiring drivers has greatly benefited from personalized template messages, increasing interest and facilitating the finalization of financing.

Implementation and Integration

Guida e Vai used tools such as Active Campaign, Zapier, and Spoki itself to personalize post-sales interaction, improving brand perception and customer loyalty. The effectiveness of communication via WhatsApp has reduced storage costs and improved engagement with the young target audience.

The combined use of ActiveCampaign and Spoki

Guida e Vai has implemented a strategy with Active Campaign to reach and segment contacts, focusing on personalizing the approach according to their behavior and responses.

1. Initial segmentation: Contacts are initially segmented based on certain conditions, such as the type of license of interest (B license or A motorcycle license) or whether they are already enrolled in a driving school. This segmentation allows to differentiate contacts based on their potential interest and current status in their “customer journey”.
2. Communication personalization: Once segmented, contacts are assigned different “deals” or tags that further qualify them. This allows Guida e Vai to personalize messages and offers based on the specific situation and preferences of each contact, for example, by offering targeted promotions to those looking for a specific license or those who have not yet registered.
3. Customized Automations: Depending on the answers provided, different automations are activated. For example, if a user is interested in a B license and is not yet registered, the system adds a specific “deal” for this contact and publishes the information on a specified platform.
4. Expectation and Action: After a 6-minute wait, the system checks if the contact meets certain conditions. This is a waiting moment after which it is verified whether the contact has taken a desired action such as responding to a message or clicking on a link.
5. Tagging and Further Segmentation: Users who respond are further tagged to refine segmentation. For example, if a contact meets certain conditions, another specific “deal” or tag is added for that contact.
6. Feedback Loop: At some points, there are feedback loops where, if a condition is not met, the user returns to a previous step in the flow, allowing them to re-address the condition with updated information.
7. Automation Closure: Once all conditions have been met and the necessary actions have been taken, the automation ends, potentially leading to direct contact with a sales agent or the conclusion of a deal.
8. Monitoring and Adaptation: Each stage of the workflow is monitored to ensure there are no bottlenecks or particular obstacles in the automations.

In summary, Guida e Vai’s strategy with Active Campaign was highly focused on providing a personalized and responsive customer journey thanks to Active Campaign, with automations and segmentations that adapt based on the contact’s responses and actions. This allows for more targeted interaction and a higher conversion rate.

A Two-Way and Transversal Solution

The bidirectionality between Spoki, WhatsApp, and ActiveCampaign has enabled Guida e Vai to scale and accelerate the achievement of results.

Thanks to advanced automations, the integration between these platforms has allowed the creation of a communication cycle where messages sent via WhatsApp are captured and interpreted by Active Campaign and Spoki to further refine segmentation and content personalization.

This continuous dynamic dialogue has not only increased the conversion rate during promotional campaigns but also improved the recovery of lost or inactive users.

In particular:

• Automations have reduced response times and increased efficiency in contacting users
• Automations and integration between ActiveCampaign and Spoki allows you to have the CRM always updated during all customer phases
• The customer experience has been improved with an increased retention rate
• Ability to capitalize on a direct and immediate interaction with the young target, highlighting the value of a customer-centric approach in the automotive training sector.

Furthermore, the sales staff, leveraging the integration between Spoki and ActiveCampaign, monitors in real time and throughout the day the progress and behavior of leads. Constant monitoring leads to a significant reduction in response times, with leads being contacted both by phone and via WhatsApp by the same operator, creating a cohesive and direct customer experience.

The ability to launch targeted promotional campaigns leads to a high conversion rate, while dedicated post-purchase support ensures customer care that continues even after the sale.

All of this contributes to enormous results thanks to the rapid interaction and attention to detail.

ActiveCampaign played a fundamental role in benefiting Guida e Vai’s Sales Specialists, providing advanced tools for marketing automation, customer behavior tracking, and intelligent segmentation.

Its features have allowed salespeople to personalize communication based on the specific actions of leads, where each interaction was recorded and used to further refine the follow-up strategy.

A level of personalization that highlights the power of a data-driven approach with Spoki and ActiveCampaign.

Spoki and Sales Trends

The graphs show a strong correlation between the advertising budget invested in Spoki and the increase in sales, confirming Spoki as an investment with immediate and direct ROI.

The impact of the investment in Spoki on sales is much more relevant and evident compared to even well-known tools such as TikTok Ads, Google Ads, and others.

Results Obtained

• Recovery of over 30% of lost users through the use of chat automations.
• The 20% of contacts recontacted through Spoki finalized their financing request.
• 40% reduction in storage costs thanks to the automated sending of reminders for the delivery of teaching materials.
• 15% MoM (month-over-month) Growth in margins, with a X5 annual turnover thanks to Spoki and ActiveCampaign.
• Significant amounts of promotional campaigns have increased interaction and sales.
• Recovery of activity from old leads through the use of Active Campaign.

Guida e Vai invests a total of 20,000 – 25,000€ per month on Spoki, launching different strategies, each with defined and programmed objectives.

In a promotional campaign aimed at increasing sales, an investment of €1,800 generated a turnover of €45,000, achieving a ROAS of 25 times the initial investment.

Operational efficiency was improved by assigning operators to leads more effectively and cleaning up contact lists for smoother operations.

Conclusion

The innovative synergy between Guida e Vai and Spoki, with the strategic use of WhatsApp, has led to remarkable results in terms of user recovery, communication efficiency, and reduction of operating costs. This success story demonstrates the effectiveness of adopting advanced technologies and a customer-centric approach to meet the needs of a constantly evolving market, such as automotive training.

CREDITS
Company: Guida e Vai & Quiz Patente

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