Primera Plus bus line achieves a 52% conversion rate through its app

Primera Plus bus line achieves a 52% conversion rate through its app

The journey towards box office digitization

With a range of routes throughout central and western Mexico, Grupo Flecha Amarilla faced the challenge of boosting its digital channels and creating a successful omnichannel experience for its Primera Plus bus line.

This challenge also had an important impact on their marketing strategy, since they needed to create a full experience to boost downloads of their application and increase the conversion rate.

The digital leap

With the help of Reservamos Saas technology, in 2018 Primera Plus began its journey towards digitizing its box office. The first step was to carry out an A/B Test to test the performance of the Primera Plus page against the Reservamos SaaS e-commerce solution. This was done by dividing the traffic from the brand’s standard sales funnel and the e-commerce created by Reservamos SaaS by 50%, respectively.

During the A/B Test period, Reservamos SaaS e-commerce doubled the number of transactions starting from the same traffic base. At the end of the test, Primera Plus decided to implement the e-commerce solution, with the aim of strengthening its digital channel and increasing its conversion rate, through an optimized purchase funnel and a friendly user experience. This was reflected in an increase in the volume of transactions by +50% compared to the same period of the previous year.

Based on the good results obtained, at the end of that same year, Primera Plus started a second stage to bring all the functions of its e-commerce and make them available to the mobile devices of its travelers, through the Apps solution from Reservamos SaaS.

This helped Primera Plus to standardize all channels under the same technology, developed exclusively for the bus sector, and maintain control of its digital operation. In addition to offering greater benefits to its travelers, and receiving constant support from the Reservamos SaaS team.

The same experience wherever you are

The biggest challenge for Primera Plus was to offer the same level of purchasing experience both on its website and on the mobile app. In addition, to have the technology that would allow the app to be ranked among the best rated in the industry, both in Android and iOS operating systems.

The Reservamos SaaS team focused on offering the same functionalities, to make the shopping experience for travelers easier, more dynamic, and more flexible. In this way, it was possible to build an omnichannel strategy that allowed the bus line to maintain effective and unique communication with its traveler, through all available platforms.

Starting with the optimization of the shopping experience, the Primera Plus Marketing team focused its communication efforts on promoting the download of the mobile app and thus directing traffic from the website to the app. The performance of the app created by Reservamos SaaS generated an average growth of 70% in apps downloaded for iOS and 35% for Android.

The challenge of connecting with digital travelers

In just two years, Primera Plus went from having an app with a 3.5 rating in app stores to reaching 79% of users who rated the version of the app developed by Reservamos SaaS with five stars. In addition, the recurrence of visits and purchases by the same user over time has been greater through the app; since on average they have more than 100% retention than any other digital channel.

Through the implementation of Reservamos SaaS tools and solutions, the Primera Plus app started with a 26% conversion rate, and as it spread among travelers, it reached a 52% conversion rate.

From the beginning, Primera Plus’s strategy has been focused on taking its traveler to a flexible, dynamic purchasing experience. 

Through technology capable of adapting to their needs, and above all, simplifying processes to give them what the traveler needs so much, the time to enjoy their trip.

Reservamos SaaS is that ally, which helps bus lines to transform the purchasing experience, make it easier and solve travelers’ lives, from the moment they start their search until the end of their trip.

Contact us at [email protected], and let your bus company be part of this digital transformation.

ETN Turistar increased +63% their online sales… in only 3 months!

ETN Turistar increased +63% their online sales… in only 3 months!

Digital channels adapted to travelers

Before boarding a bus, digital travelers start a search to choose their destination, and compare prices, routes, and schedules, to make sure they select the best option available. According to a study conducted by Comscore, in Mexico alone, 48% of users browse travel sites, and 79% of searches are made through mobile phones.

Anticipating that online search and guaranteeing a suitable, flexible, and dynamic purchasing experience can be the difference between winning or losing a passenger.

But, how to ensure the digital presence of your bus line? In addition to having an eCommerce, it is essential to know the needs of the digital traveler to adopt a solution that is capable of solving them at the right time.

The bridge to connect with digital travelers

ETN Turistar, a Mexican luxury bus line, focused on passenger transportation, parcels, and light messaging, with more than 70 destinations distributed in 23 states of the Mexican Republic, had the challenge of promoting its online channel and connecting with digital travelers, in a more effective way.

Before implementing Reservamos SaaS solutions, ETN Turistar had an eCommerce with low conversion, only 5 out of 100 travelers made a purchase online. In addition, the acceptance of payments through bank cards was at 50%.

Part of providing the most appropriate solution was understanding the frictions in the purchase process, to improve them and ensure an optimal and effective experience for users.

Dynamic eCommerce 

The first step was to implement an A/B Test to understand the performance of the brand’s standard sales funnels against the Reservamos SaaS eCommerce solution. That made it possible to comprehend and detect user friction during the shopping experience.

While the standard channel showed a low conversion from visit to purchase, and friction in the acceptance of card payments, the eCommerce designed by Reservamos SaaS showed an increase in revenue of +63%.

Based on the results, it was possible to understand the obstacles travelers faced when making an online purchase, and create strategies to increase conversion.

In addition, the constant accompaniment by the Reservamos SaaS team made it possible to implement improvements in different areas. From marketing actions: how to optimize the purchase process, and send personalized messages to travelers; to the implementation of repurchase processes; and monitoring of the execution and performance of the strategy.

From this, the Reservamos SaaS eCommerce registered:

  • 75% Payment acceptance with bank cards.
  • 57% Improvement in the purchasing experience.
  • +27% Increase in transactions and sales.

Through a digital channel that provides an easy, secure, and dynamic purchasing experience, it is possible to grow online and not just at the box office. Since its implementation, ETN Turistar eCommerce has gained more and more strength among its users.

Outlining the path to innovation is possible with experts’ help. With Reservamos SaaS technology, it is easier for you to connect with digital travelers and anticipate their needs, with an assertive, agile, competitive, and friendly service. Contact us to learn more about our technological infrastructure: [email protected]

How Reservamos SaaS technology helps bus companies?

How Reservamos SaaS technology helps bus companies?

Discover the technological infrastructure created to boost your bus company.

Reservamos SaaS was born from the opportunity to provide bus companies with optimized technology to promote and sell their tickets; through a dynamic, safe and effective eCommerce strengthened with tools and solutions that adapt to the needs of digital travelers. Reservamos SaaS is the technological infrastructure bus lines need to boost online ticket sales with a global impact. In this way, Reservamos SaaS solutions lead the transformation of the bus sector towards ticket office digitization.

But how did it all start?

Reservamos’ journey began under the vision of its founders Sebastián Gómez, Andrés Sucre, and Adrián Cuadros, who from the beginning has proposed to transform how bus tickets are sold and adapt this sector to the new digital travelers’ needs.

The adventure began after realizing that while the lines at the ticket offices of the bus terminals were endless and it became increasingly difficult to buy a bus ticket, the digital channels of these companies were little used. Besides that many bus companies had made heavy investments in developing digital channels internally without achieving the desired objectives.

That is how they decided to become the provider of travel technology, which today helps bus companies obtain better results and achieve smarter sales through solutions that drive the sector’s growth.

The path to innovation

The Reservamos SaaS team designed the platform to be the digital ecosystem of any bus line. The Reservamos SaaS technology allows bus lines to configure the different features, tools, and integrations to boost their business growth according to the needs of digital travelers and the personality of each bus line.

The benefits of having Reservamos SaaS technology are:

  • Turn the brand’s eCommerce into its best version by transforming its digital channel to position it as the company’s biggest revenue engine.
  • Provide technology and work teams that support the development of a new eCommerce with support and advice at no cost.
  • Reduce the sales costs of a physical box office through digital channel growth.

Technological infrastructure


Reservamos SaaS provides an effective eCommerce platform that helps strengthen the digital channel, increase sales and reduce costs while allowing bus companies to understand the needs and behavior of digital travelers.

Reservamos SaaS eCommerce is a dynamic, personalized, and efficient platform for buying and selling tickets online. It has the best anti-fraud system in the industry, with average levels of 0.3% and +80% payment acceptance rate. In addition to providing relevant metrics and data on traveler behavior and marketing tools helping brands to promote themselves and have more efficient online campaigns.

Native Apps

Creation of apps available on iOS and Android, and their constant updating to guarantee optimal operation and according to the needs of digital travelers. Reservamos SaaS also offers a product with a rating of more than 4.5 stars in digital stores and a friendly and efficient purchasing experience, which increases the level of downloads.


It is the first Revenue Management solution with data science designed for the bus sector. It allows you to offer the right price at the right time. And it helps create pricing strategies based on booking history, traveler behavior, competition, seasonality, purchase anticipation, and occupancy.

Competitor Monitor

It is a web tool that allows bus line profiles such as price analysts, data analysts, operations managers, and sales managers, among others, to visualize the behavior of the market and have an overview regarding the price offer. This module is part of BrainPROS, the first dynamic pricing solution created by Reservamos SaaS, customized for the bus sector. The Competitor Monitor optimizes the public market data analysis, through technology used in other sectors, such as the airline industry.

The main objective of the Competitor Monitor is to empower bus lines so that they can boost the effectiveness of their strategy according to market behavior. Through this technology, bus lines have updated and automatic information on the routes and prices of their markets at their fingertips.

The Reservamos SaaS team accompanies the management and development of each project, providing support for operational issues, and providing advice on the implementation of each solution, to ensure a positive impact on the conversion and revenue of the eCommerce, through a greater and better connection between the digital traveler and the bus lines.

Towards the digitization of the box office

Reservamos SaaS has offered powerful solutions, ranging from eCommerce for the reservation and sale of tickets on the web, mobile web, and apps to developing and operating a dynamic pricing strategy with its revenue management, and even a system to analyze the market performance. Through the constant development and application of new technologies focused on the experience of digital travelers, understanding of consumption habits, and the development and management of a marketing strategy according to digital travelers’ needs.

Hoy, Reservamos SaaS brinda tecnología a las marcas de transporte terrestre de pasajeros más importantes de México, Estados Unidos de América y Colombia, tales como Primera Plus , ETN-Turistar , Greyhound , Autovías , La Línea , Pegasso , Sur de Jalisco , Roll & Bits , Vanda , Península , ATN , Fypsa , Expreso Brasilia y Rápido Ochoa . Y continúa con su visión de expandir su mercado por todo el mundo.

Connecting with the digital traveler and boosting your digital sales channel is possible with the right technology and support. At Reservamos SaaS, innovation is our engine, and we accompany bus companies toward their online growth.

Let your bus company be part of this digital transformation. We are innovation speed!

Andrés Sucre is optimistic about the future of tourism

Andrés Sucre is optimistic about the future of tourism

COVID is not the first pandemic that the world has faced, and it will certainly not be the last.

We are pleased to share with you a note created by our CEO – Andrés Sucre, published by Business Venezuela Magazine, where he shares his optimistic perspective on the future of tourism.

It is not news that one of the most affected industries after the pandemic has been the tourism sector. But, despite that reality, I would like to outline five reasons why the tourism industry can offer greater long-term opportunities.

The tourism industry is huge.

In 2019, the annual spending in the tourism industry exceeded 1.4 trillion dollars and came with an average growth during the last five years of 5% annualized, according to Phocuswright. The last quarantines have generated a pent-up demand waiting for the right moment to go out and travel when conditions allow it.

Source: Phocuswright

History shows that travel always returns.

COVID is not the first pandemic that the world has faced, and it will certainly not be the last. And what we have seen in the past is that the tourism industry always recovers after a crisis. Skift published a graph showing the tourism industry’s resilience after pandemics (SARS, MERS, etc.) or economic crises. If history is any indicator of the future, we will have more trips in the years to come!

Source: Skift

Slow but certain recovery

Despite its size and growth “megatrend”, this crisis has been particularly severe for the sector. For this reason, we can estimate that the recovery will be slow. Bain & Co published a report in June 2020 where they estimated a return to pre-crisis travel levels by 2022 in an optimistic scenario and by 2023 in a moderate one. With the return of lockdowns and new strains in recent months, it is more likely that we are looking at a modest recovery scenario.

Source: Bain & Co.

Recovery trends by segment

We can see how the current context benefits certain segments during the demand rebound process: 

  • Domestic destinations will be the first to resume their growth vs. international ones. Travelers have a preference for short distances and road access.
  • The economic impact is beginning to be felt. So we see that cheap trips will have greater demand than those in the luxury segment.
  • Due to the characteristics of COVID, young travelers are going to be the first to venture compared to the senior market.
  • Flexibility in remote work and video conferences reduced the volume of business travel. While vacation trips or visits to the family will continue to see accelerated demand as the pandemic is controlled.

Companies that can invest will benefit.

“Every crisis brings great opportunities.” – According to Einstein. In this case, the pandemic has left a severely weakened tourism industry. The drop in passenger demand, combined with a forced closure of its operations, has reduced sales and therefore, cash flows of all companies in the sector.

The companies that will emerge stronger in the long term will be those that can access capital to invest in their technological structure and health protection processes and gain market share.

If these last years have taught us anything, it is that anything can happen in the short term. Despite this uncertainty for the tourism industry, we have every reason to be optimistic in the sector if we look at the long-term opportunities.

Written by: Andres Sucre

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The impact of creating safe purchases for travelers

The impact of creating safe purchases for travelers

eCommerce frauds result in more chargebacks and less safe purchases.

Sometimes, there is an irrational fear of sharing sales history when hiring a payment gateway and/or new service provider, leading to a loss of opportunities for improvement, safe purchases and growth; driving an increase in fraud if the rules and parameters of the business rate improperly calculated. — Pamela López, Payments Manager.

The value of Reservamos SaaS in payments outlines in its extensive experience and the use of different control and measurement tools for payment attempts. Each industry, sector, and company presents distinct challenges, so it is necessary to know and create unique rules for each season and type of service to secure safe purchases.

  1. The needs, such as processors and anti-fraud systems, may be different. Evaluating possible scenarios and sales history will help adapt the parameters and tools needed. 
  2. We monitor the acceptance rate, fraud level, user behavior, and changes in the market.
  3. We use machine learning tools as the first review filter and payment processors or aggregators to transact. Sometimes two step-verification when applicable, as long as it does not limit or harm the conversion rate.

There are some concepts and required procedures you need to know if your bus company has an eCommerce platform: 

Chargebacks, what are they, and which are the most frequent?

eCommerce frauds result in more chargebacks. A chargeback is a process where a buyer communicates with the card issuer to unaware a transaction or reporte a problem in search of paying compensation.

There are several types and scenarios of chargebacks. They are usually fraudulent or friendly, for example:

  • The cardholder does not recognize the transaction (fraud).
  • The cardholder did not authorize the transaction.
  • The consumer did not receive the goods or services they purchased.
  • The consumer claims that the goods or services do not match the offer.

How payment acceptance impacts sales?

Payment acceptance measures the proportion of purchases accepted in respect of payment attempts.

  • Unique payment attempts / Completed purchases = Acceptance rate %

The acceptance level depends on the market and the payment method to be measured. According to information shared by Visa in March 2021, the general acceptance in the payment sector in LATAM was 56%, Mexico was 48%, and Colombia was 49%.

Reservamos SaaS offers a high impact in increasing the acceptance rate and a low volume of fraud.

Many companies make the serious mistake of limiting or lowering their payment acceptance rate because they have 0% fraud. It not only limits their potential for sales growth but denies or blocks a service to users who may not be fraudulent. — Fernando Aguilera, Head of Sales & Expansion.

Understanding the process.

Market and current behavior.

2020 was an atypical year for eCommerce due to restrictions. Goods and services purchases through online platforms increased by +30% globally. As a result, besides boosting the market, the digital market also changed consumer behavior:

  1. The purchase frequency becomes difficult to predict. The consumer takes short-term actions to avoid complicated scenarios.
  2. Buyers use new payment options and registration.
  3. Users search for destinations that were not so attractive before.

In this new market, fraud increased considerably, along with the theft and testing of bank databases, for which it became essential to prioritize specific fields.

The challenges for the coming years are: to adapt and implement new analysis techniques due to the fact that consumer behavior is now more complex and changing. At Reservamos SaaS, we are always looking to implement new tools and parameters that minimize the percentage of chargebacks and increase the rate of payments acceptance to reduce a company’s losses and increase its income.

Do you also want to ensure safe online purchases for your travelers and increase the conversion at your eCommerce? Contact us at: [email protected]

Designing a bus line eCommerce in a record-time

Designing a bus line eCommerce in a record-time

Innovative eCommerce, with new features, and all in ONE WEEK? Challenge accepted!

The decisions we have made about our eCommerce and the solutions designed have been supported by data and evidence, from the slightest change to the development of new functionality. But how far have we gotten with this?

Thanks to the learning process and experience acquired, we knew that having a visual variant of the eCommerce solution would be necessary for brands to differentiate themselves, even with the services we offer to the bus sector.


Recently, we had the challenge of designing and developing innovative eCommerce with new features in ONE WEEK for one of our allies, and we had only one chance to make it right. Once we agreed on a schedule with our client, we challenged ourselves to accomplish our goals, and boy, was 2020 a pretty tough year!


During the first meeting, we came up with the idea of ​​having a product with a sidebar throughout the funnel. The information in the sidebar would change according to every step of the journey; at this point, we began to think about what changes we could implement that would not require so much support from the Front-end area.

Having an organized and well-structured architecture needed us to think about the possible changes that we could integrate. Although some ideas came up, such as changing the product’s visual style and playing around with shadows and borders of the same components, the team remained uncertain as the ideas sounded a bit abstract.

Concept Variants

We have created a product area with functions focused on performing more efficient maintenance processes and reducing development times to achieve an organized code structure. Since these principles have been of great help to us, we have also transferred them to the layout part with “Atomic Design”, allowing more agile interfaces and efficient project management.


The work structure we designed and the team expertise made us possible to create the product funnel proposal in only ONE DAY! This mock was important because, in a certain way, it would work as a map to execute the essential changes at the code level.

We kept the sidebar during the funnel, reduced shadows, and added borders with a reduced radius; it was also possible to design a different component to show the trip results and display a cleaner and more friendly design.

Classic and Flat Schedules

Once we presented the mock to the internal team, they were able to verify that we had managed to have a new product version by making this series of small changes. We had overcome part of the challenge!

Responsive Flat Layout


Having a solid code structure and certain variables within it, we began to implement the essential changes for this product version without affecting the standard version code. Also, we could switch versions if we needed to. Despite the time pressure, the work was always executed in the most orderly way possible, thanks to our structure guidelines.

The second part of the challenge was a complete unknown. We did not have enough data and history to know if this product version would have the purchase conversion we were expecting and the necessary loading speed. We started having a conversion very similar to the results of the current product, and little by little, it started showing growth.

A few months later, we have reached record sales figures for online sales, higher than offline sales in more than 60 years.

Do you want to be part of small changes that turn into big sales? Contact us for more information at [email protected] and manage to promote your bus line eCommerce. 

Author: Jair Pérez – Lead Product Designer at Reservamos SaaS