Snapp!, started in 2014 as a ride-hailing brand, is now a super app that offers diverse services to its users. With just a few clicks, users can simply book a cab ride, order food, recharge their number, book a hotel room, and much more.

With more than 40 million users, 2 million drivers, 2 million rides/day, and 2.5 million transactions/day, Snapp! has successfully built the largest and fastest-growing internet company in the Middle East.

Adopting the right marketing automation platform that meets Snapp!’s expectations

To deliver a best-in-class experience to its users, Snapp! decided to adopt WebEngage’s marketing automation platform to:

• Automate engagement across users’ lifecycle
• Deliver exceptional user experiences
• Increase the number of transactions
• Retain maximum users

Here’s a glimpse of some of the use cases implemented by Snapp! using WebEngage. If you want to get detailed insights into their success story, you must check out the detailed version.👇

Goals

• Automate engagement across users’ lifecycle
• Deliver improved user experiences
• Increase the number of cab ride bookings

Challenges

• Keeping track of users’ actions on the app
• Measuring user satisfaction at scale
• Sending the right communication to the right users at scale

Solutions

• Event-based, automated user engagement

The Customer Success Manager at WebEngage suggested the Marketing team at Snapp! to trigger relevant user journeys based on the actions (events) that the users perform on the Snapp! app.

Acting upon the suggestions, Snapp! leverages analytical capabilities like Funnel Analysis along with the WebEngage Journey Designer to nudge its users to complete specific actions like Sign up, Book a cab ride/flight/hotel, Reinstall the app, and more. 

• Running targeted surveys via Transactional Push Notifications

The Marketing team at Snapp! wanted to collect riders’ feedback to offer them an improved experience. To do this, the team uses WebEngage’s Transactional Campaign API to trigger messages in real-time, encouraging the riders to share their feedback.

Transactional Campaigns are automated campaigns that are used to convey updates and time-sensitive information.

Alireza Cheraghzadeh

Product Manager, Snapp!

As a Product Manager, you always need powerful tools to tackle issues with minimum effort. WebEngage makes my life easier by providing useful features which may consume significant bandwidth of our tech team. Additionally, WebEngage continuously evolves as a product, adding exciting features for Product Managers and Marketers.

• Targeted user engagement through dynamic segmentation

To increase the number of cab ride bookings, they’ve created segments of their riders to send them targeted messages in real-time. These segments are dynamic and help their team to bucket its riders based on real-time data automatically.

Using dynamic segmentation and the WebEngage Journey Designer, Snapp! engages its riders across channels like Mobile Push and SMS.

Results

Snapp! has increased its app engagement and retention using a data-backed, hyper-personalized approach. They continue to deliver exceptional user experiences at scale and increase the number of transactions across different services.

The post Snapp!, the largest and fastest-growing internet company in the Middle East, witnesses 44.62% uplift in app reinstalls appeared first on Webengage.

Shuttl is one of India’s largest bus-aggregating platforms. It is founded by two IIT grads- Deepanshu Malviya and Amit Singh, who previously worked for Jabong. The company has around 450 AC buses plying on the roads of Delhi which is home to the largest number of vehicles among Indian cities. The company has so far raised $23 million in venture funding.

The Objective

Running a referral program is a very common way for consumers and SaaS products to increase their signups. In fact, more than often apps push large referral incentives to power their acquisition.

Like everyone else, Shuttl too extensively relies on referrals to power their acquisition.

However, there are some key challenges to address before launching a referral program:

Identify the right user

Prompting each one of your users to refer is obviously not a good idea. So you have to identify the attribute or action that a user, who is likely to refer, may have or done respectively. You could then nudge them to refer as soon as the user does the corresponding action.

Follow-up

We cannot expect the user to install right after we send the first message. We would have to do contextual follow-ups. Also, those follow-ups should terminate as soon as the user installs or performs the desired action.

Measure

Measuring is obviously imperative. But what are the metrics to consider? For the time being let’s agree with what Referral Saasquatch considers as the right metrics to consider while evaluating a referral program: Participation, Referral, Impression, Response, and Conversion.

Moreover, your referral program should have a solid, least time-consuming mechanism to evaluate its success.

Shuttl addressed all the above challenges to create a seamless referral program that significantly contributed to their growth.

The WebEngage Effect

Shuttl created two journeys. Both of the journeys are separate but interlinked and that’s the beauty of them.

Journey 1:

Let’s evaluate the first journey:

We had discussed previously in the challenge that the foremost thing to do before launching a referral program is to identify the user who is likely to refer.

Shuttl addressed that by launching an offer that allowed a user to gift rides to his friend while purchasing one for themselves. This automatically filtered the users who are genuinely inclined to refer.

Now, when the user feeds the number of the friend is when the Journey 1 is triggered.

The highlight of the journey is this- three API blocks in succession.

• The first block passes a JSON object that creates a new user in the WebEngage system. (replace it with your CRM)
• The second block passes a JSON object that creates a new event against the ‘new user’. This is the event that triggers Journey 2.
• The third API block adds the Shuttl credits to the user’s Shuttl Wallet in their backend.

Look at it like this, the user merely refers a friend and you subsequently engage with three externals systems via API call- CRM, Journey, and backend.

To a marketer, the ability to trigger an API call when the user performs an action is shot in the arm. It has myriad powerful use-cases.

Journey 2:

Let’s talk about Journey 2 now. We understood that Journey 2 is triggered by the first journey itself. The aim of Journey 2 is to nudge the very ‘friend’ who was referred in the previous journey. He has been offered free subscription by his friend but we also want him to install the app and use it. Hence, this journey:

If you notice, the journey is basically a drip but after every message, it checks for the following:

– ‘Friend’ installs the app
– ‘Friend’ should be a new user

Only when the above two conditions are true, the friend is exited from the journey and no such related message is sent to him.

Below is the simple chart illustrating how the entire process works.

The Result

Shuttl has productized referral which naturally generates significant subscriptions for them.

The number of referrals generated by the journeys was 11.2% of the total referrals generated by Shuttl. (We took the span of 2 months (3rd Nov-3rd Jan) to calculate the number.)

In terms of the overall acquisition, this was 3.6% of the total subscription by new users in that period. Total subscription means the subscription that they were garnering organically plus all the channels combined.

Do You Also Rely On Referrals For Acquisition?

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