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]