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.

Advantages of having an app to connect with your travelers

Advantages of having an app to connect with your travelers

Why should your business have an App and what are its benefits?

According to the report “The State of App Marketing Latin America 2021”, which provides an overview of the mobile application industry in the Latin American region, Mexico stood out as the leader in the Spanish-speaking market, with 1.24 billion downloads, in addition to being located worldwide in the Top 10 of the main app markets with the highest number of downloads.

Digitizing your company and being present in this channel will allow you to have greater visibility and increase your market share. For this reason, we will describe 3 advantages of having an App, as well as important statistics and the impact you can expect on your business.

1. Increase the visibility of your company:

By 2025, the GSMA, an industry organization that represents the interests of mobile network operators around the world, estimates that there will be 422 million smartphones in the region. Without a doubt, the mobile channel is the one with the highest growth and best penetration compared to other devices. Apps account for a large portion of this penetration, being the channel with the best login-to-purchase conversion.

With an App, you remain present in the user’s mind since your logo is always visible on the customer’s smartphone, reminding him that he can use your services to make a trip.

2. An additional sales channel with greater efficiency:

In addition to increasing the visibility of your company, you can have a much more efficient channel to convert to sales. Customers who buy through mobile applications have 2 characteristics of great importance to brands, such as:

  • More recurrent customers: Users who have a brand App on their smartphones are 74% more recurrent than web or mobile web users. Recurrence is important because it is cheaper for the company to sell to a customer who has already bought, reducing the acquisition cost, vs. attracting a new customer.
  • Customers with higher conversion to sales (efficiency): Customers who have your App on their mobile devices buy more than users who do so through any other available sales channel. This is because the app generates more confidence when it comes to registering bank details, a situation that occurs in eCommerce in general and not just in the travel industry. The conversion per channel that we have studied in our sector is as follows:
    • Applications = 6x
    • Web = 3x
    • Mobile Web = 1

3. Customer loyalty:

It is important not to confuse customer satisfaction with loyalty; Although customer satisfaction influences brand loyalty, this does not mean that the customer cannot opt ​​for other services that provide greater comfort. However, having your own App will allow you to provide added value to your users by facilitating the purchase process, with faster and easier access. Above all, take advantage of the reviews you receive to continue improving and increase the satisfaction of your users.

What is the impact of having an App?

As we mentioned before, with an App you will have better efficiency and recurrence. Just visualize this: with a mobile app you will be able to convert a percentage of the volume of clients that you have in a channel such as the mobile web to a user of your native application that will always have you in their Top of Mind when deciding how to travel, and this at their turn translates into increased profits by having a more efficient channel with higher conversion.

If you know what your company needs and you have the necessary equipment, go ahead! Otherwise, you can find companies dedicated to the development of applications specifically for your industry, which can help you have an application adapted to your market, offer and audience, making your costs, development time and expected success more efficient.

At Reservamos SaaS we not only have the experience to develop the App for your bus company, we also have the best ratings in mobile apps and success stories in the sector.