It’s time to take the lead and accelerate your strategies with the help of BrainPROS.
Can you imagine having a command center from which you can visualize your market and the progress of your strategies? With the help of our technology, you can increase your revenue and maintain a high level of competitiveness, all from one place.
BrainPROS, our Revenue Management system, features a module called Inventory. Here, you can see all the configurations active in the routes and terminals you’ve set up in the system for tracking, as well as the behavior of your monitored competitors.
BrainPROS Inventory is like your command center. It displays routes with icons that highlight configured actions and modules you’ve activated in BrainPROS. For example, if you have the Competition Monitor activated on a route to track a competitor’s behavior and performance, an icon indicating this will be displayed on that route. Similarly, another icon will appear when you have configured alerts about your competition. There is one icon for each module: Competition Monitor, Alerts, and Pricing Strategy.
The Inventory Module also displays
A summary, including the number of routes configured in BrainPROS.
The routes and competitors that are being monitored.
Information about the configured pricing strategies.
Based on data science, BrainPROS provides valuable insights for better decision-making, optimizing your operations, and increasing company revenue.
Incorporating specialized technology in the bus sector to connect with more travelers digitally allows access to the analysis of the generated data to delve into user behavior on your own online sales channels, thereby identifying opportunities to enhance competitiveness.
Having control over ticket sales on your own website and access to visitor behavior data in the sales funnel provides valuable insights for creating user acquisition strategies, improving the user experience, crafting personalized marketing campaigns, and optimizing routes and schedules to offer more travel options. Understanding this type of information and combining it with the right metrics tells you whether your efforts are meeting your business objectives.
However, in the land transport sector, online sales have been dominated by marketplaces that drive traffic to their websites and process purchases for multiple bus companies, making behavioral data and metrics unknown to bus companies now trying to regain control of sales on their own websites.
That’s why in this article, we share the metrics and key concepts you should be aware of to create better commercial strategies for online sales. Delving into this kind of information will allow you to make more informed decisions, optimize routes and schedules, and personalize the traveler’s experience.
Furthermore, it facilitates the identification of market trends and changes, allowing companies to remain competitive in a constantly evolving digital environment. By improving operational efficiency, reducing costs, and increasing revenue, this technology becomes a key accelerator for sustainable success in the land transport industry.
Hence the importance of understanding the main eCommerce concepts and making the most of the available information and data 24 hours a day. In this article, we will explore ten essential concepts and their relevance to the business.
Sales Funnel
The sales funnel represents the process a user follows from the moment they visit the website, show interest in a route and schedule, select it, and complete a purchase. Understanding this journey allows you to optimize the sales process.
Traffic
It is the number of users who interact with either the website or mobile application. This traffic represents the flow of potential travelers who explore route offerings, view schedules, and prices, and can become bus ticket buyers. High traffic is essential for the success of an eCommerce platform. Having access to key metrics allows you to create marketing campaigns that attract users who intend to travel, aiming to increase conversion rates.
Interest in Home
It is the homepage of the eCommerce platform. In this initial stage of the purchasing journey, it is possible to track various essential data to understand the origin and behavior of visitors. This includes information about the geolocation of users, tracking of marketing campaigns that attracted the user, identification of referring domains, the preferred search engine of users, and data at the country and regional levels. All of this data is crucial for analyzing and optimizing the performance of online user acquisition campaigns.
Search Engine
Allows visitors to select travel details such as origin and destination, travel date, ticket type, seat selection, passenger information, and payment method selection. There are different steps to complete a purchase depending on business rules. In this part, providing a good user experience is essential, streamlining the process between each step to avoid errors that may cause users to drop off.
Purchase Attempt
Displays options for schedules and service levels available on the selected route. Here, you can analyze when a user performs a search to determine the days of the week or periods of the month when searches are conducted. Additionally, it identifies the most popular days for return trips on a specific route and measures the average travel duration. By combining various reports and data, such as the most sought-after routes and days, you gain a deeper understanding of user behavior, enabling more informed and strategic decision-making.
Passengers Created
Refers to the moment when a user selects a schedule and proceeds to choose their seat during the purchase process. It allows tracking routes with the most purchase attempts in a specific period, as well as visualizing the days and hours when most purchases are made for a specific route. Additionally, it is possible to obtain information about future purchase attempts for a route during a specific time and hour. This provides the opportunity for more precise analysis and strategic planning of the bus fleet, as well as taking additional measures to attract more users if high demand is observed during a particular time.
Payment Attempt
Refers to the stage where users provide personal information such as name, last name, and email to create a passenger profile. This section allows for determining which routes travelers who frequently attempt to make purchases originate from. Calculating the number of passengers included in a single transaction is also possible. This metric can be segmented by route and schedule, providing detailed information about purchase attempts and the number of tickets in each, essential for demand analysis and strategic planning.
Purchase Completed
Indicates that the payment process has been successfully completed, and the traveler has acquired their digital tickets. This metric allows for evaluating demand on different routes and schedules. Additionally, it is possible to track the use of discount codes to determine how many have been redeemed in each purchase and on which specific routes. This facilitates tracking the impact of promotions. Moreover, it allows identifying how many tickets have been purchased for round trips compared to single tickets, which is valuable for encouraging round-trip ticket purchases and increasing the average ticket price per purchase.
Conversion
Refers to when a user successfully completes a transaction and acquires a bus ticket or another related service, such as booking a trip. Conversion is a key indicator of success in eCommerce since it represents the ultimate goal of the company: turning visitors into future travelers. Tracking and optimizing conversion rates are essential to improving the profitability and performance of an eCommerce platform.
Cohorts
Used to create groups of users with similar characteristics, such as repeat buyers, inactive users, and users who do not complete purchases, among others. These metrics help tailor marketing and remarketing strategies and foster traveler loyalty.
Knowing and analyzing these concepts provides a competitive advantage. With constant access to valuable data, any bus company can optimize its strategies and offer travelers a streamlined, simple, and secure purchasing experience.
Prepare to take your business to the next level in the digital world!
Discover the latest updates and features of the Competitor Monitor.
The Competitor Monitor is one of the most valuable tools our partners have for observing and analyzing market behavior, and consequently, creating differentiated strategies to boost competitiveness.
Due to the importance of this module, which is part of BrainPROS, our Revenue Management solution, our product and development teams consistently release updates to enhance the usability of this digital tool, ensuring your operational teams always have agile and effective technology at their disposal.
Here are the most recent updates to our Competitor Monitor:
Occupancy Trend: This is a new visualization within this module that shows you how occupancy has changed from the observation day up to 10 days ago. This way, you can monitor precisely how this factor is progressing in your market.
When filtering a route, the Competitor Monitor displays columns for Sales by provider and Occupancy by provider. A third column is now added, showing the Occupancy Trend for both your company and your monitored competitors.
Benefits:
Monitor the performance of different routes and schedules.
Analyze market behavior in greater detail.
Detect significant or critical occupancy changes and analyze possible reasons, such as fleet increases, discounts, promotions, price decreases, or variations.
Adjust strategies to maintain competitiveness based on this analysis.
Scheduled Downloads: Through this new feature, you can now configure the date, day, and time to automatically receive the reports you need in your email, without having to log into BrainPROS and generate the data manually.
Data downloads are the most frequently used feature by our partners within BrainPROS, as they work with the data generated by our Revenue Management tool for further market analysis and strategy performance assessment.
This functionality streamlines the download process and helps optimize your team’s time, allowing them to focus on analysis rather than manual tasks that we’ve already solved for you and your company.
Discover everything we can do to drive your bus company’s growth, enhance traveler satisfaction, and empower your operational teams.
Discover the enhancements we’ve developed for the success of this Ancillary.
Increasing revenue through Ancillaries, in addition to enhancing traveler loyalty and satisfaction by offering personalized options tailored to their needs, is a strategy that has represented a revenue increase of between 40% and 50% for airlines. In the bus sector, more and more companies are exploring the implementation of Ancillaries to amplify their impact in the bus transportation market.
At Reservamos SaaS, we are constantly searching for innovative opportunities that allow bus companies to better connect with travelers and also help boost revenue growth for their businesses.
One of these efforts is the activation of Ancillaries such as Pet-Friendly. Since February of this year, the Mexican bus line ETN-Turistar enabled the “Pets on Board” option, which provides its users with alternatives to include their pets on their bus journeys. What began on one route (CDMX – Querétaro) with two schedules, morning and afternoon, has now become an option available on various routes and schedules.
Part of the efforts of Reservamos SaaS’s technology and product team is to maintain an agile, simple, and secure digital browsing and purchasing experience for the users of our partner companies. In the case of ETN-Turistar, the team has been monitoring the performance of this Ancillary to identify opportunities for improvement in navigation, resulting in the following updates to the eCommerce platform:
Redesign of search filters in the “View Result” section to enhance the visualization, selection, and sorting of categories, schedules, travel options (such as direct and non-stop trips), as well as the availability of trips with pets on board. This allows for a smoother and more efficient experience.
Added search filters in the “Widget Search” to use tags configured by features, for example, for the Pet-Friendly ancillary, on the page https://etn.com.mx/mascotas-abordo.html to cater to users who want to travel with their pets.
Added a badge indicating routes with the service available in the “View Result.”
During the purchase process, an onboarding card was activated to provide guidance to users who have selected this option, offering information about routes that offer the Pet-Friendly service in the “View Result.”
A modal-type screen in the Seat Selection stage with detailed information on how to use seats designated as Pet-Friendly.
A button located at the top of the diagram that leads to the “Information for Traveling with Pets” section, for easy access to the modal window.
A card with details about the selected seats, indicating if they are eligible for traveling with pets.
In this way, we not only make the growth strategies of our partner bus companies a reality but also support the success of their implementation to ensure the achievement of their online objectives, ultimately elevating the preference and digital purchasing experience of travelers.
Since late 2022 and throughout this year, our product, Revenue Management, and development teams have focused on making BrainPROS a dynamic and user-friendly tool for our partners.
One of them is Roll&Bits, a 100% digital Mexican ground transportation company that has experienced significant growth in 2023. Each update we develop stems from constant and close monitoring that our experts carry out with every allied bus company. This allows us to identify opportunities that streamline various operational processes.
For Roll&Bits, the innovations made to BrainPROS have resulted in significant growth in their total revenue. But what are the different modules of BrainPROS and their updates all about?
We’ve created this infographic to guide you through BrainPROS and the process Roll&Bits followed to optimize its operation and increase its revenue. Additionally, you can click on it to read the complete success story.
