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BizReport : Advertising : May 05, 2014

How Twilio helped CarGurus increase calls, texts

CarGurus is the sixth largest and fastest automotive shopping website in the United States that connects more than 7 million online car shoppers with the best deals at local car dealerships. Recently, they tapped Twilio to help them better engage with shoppers via the phone.

by Kristina Knight

Since launching Click-to-Call and Send-to-Phone, CarGurus users have made over 244,576 calls and sent over 462,000 texts. CarGurus can measure exactly how many prospective customers they're sending to dealerships, showing their value as a trusted dealership partner. How did they do it?

Kristina: How did CarGurus use Twilio?

Bobby Napiltonia, CRO, Twilio: In an effort to create a seamless car shopping experience, CarGurus developed a click-to-call feature on their website that allows customers to simply click on the phone number of the car dealership they wish to contact, and a secure call is made through the shopper's web browser. It took CarGurus developer, Jasper Rosenberg, only a few days to build the new feature with Twilio's REST APIs.

Kristina: What does this mean for other brands?

Bobby: Many people shop online for their day-to-day needs, but for the bigger ticket purchases, brick-and-mortar retail stores provide customers with the tangible and personal shopping experience that consumers need to make an expensive purchase. As consumers do more and more research online before going into a store to buy, it is an important challenge to turn an online window shopper into a real-time buyer in a store.

Kristina: What is the takeaway for eCommerce companies?

Bobby: The shift to mobile and the digital disruption of a wide range of industries demands that businesses build a better customer experience or be left behind. Businesses that succeed are those who are increasing the speed of innovation and creating experiences that match their customer's expectations.

By leveraging the flexibility of software and cloud-based platforms to rapidly innovate, eCommerce companies can create enjoyable customer experiences and gain a competitive advantage that sets them apart from the rest.

Image via Shutterstock

Tags: advertising tips, advertising trends, auto ads, automotive advertising, Twilio

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