Air travel is more popular, affordable, and accessible than ever. And with the advent of cheap air travel to the masses, airlines are continuously trying, or should be trying, to improve the travel experience from pre-flight prep, to in-flight interactions, and post-flight feedback.
Mobile apps can do a lot to elevate this experience and alleviate some of the stress that comes with a typical journey. And they are certainly the channel of choice for travellers, giving them a seamless experience from the booking process to the journey itself, with the mobile boarding pass at the center of that experience.
The issue is, however, that although travellers consistently use the app to manage the journey itself, they use it less often to purchase tickets and complete bookings.
Swrve works with a number of airlines to help navigate this particular challenge: driving ticket sales on mobile.
In this post we thought we’d take a close look at one campaign that delivered success for an international luxury airline, using in-app messages and push notifications to increase both bookings and app store ratings, and drive customer feedback at the same time.
Driving More Bookings With A Cart Abandonment Campaign
Cart abandonment is one of the most prevalent issues of mobile apps across industries. Seven out of ten carts on mobile are abandoned - we don’t need to tell you how important this figure can be for your business, or what your growth would look like if you reduced this figure by just one. But why does it happen? There could be numerous reasons why your user abandons the app mid purchase - it could be anything from your app’s checkout optimization, to the app flow from browser to purchase, or it could be out of your control with users checking in with co-travellers regarding dates, locations, etc.
Either way though, you’d want to do something about it. Let’s take a look at one campaign which decreased cart abandonment rates by recovery messaging to remind their customers to purchase within the app.
Automatic recovery messaging is nothing new, and should be widely used by apps looking for conversions. Recovery messaging can take the form of push notification, email or in-app messaging, but the most effective of these is push. It reminds your users to come back to the app to complete their purchase. Once the recipient opens the notification, they are deep-linked directly to the purchase page so as not to lose the specific thread and allow the user to wander off course all over again. As always, your messages need to be personalized, have a voice, and be unique. No one likes to part with cash to a robotic, cookie-cutter message.
Our airline used a push notification campaign to remind users about their ‘purchase in progress’ and convert more bookings. The result was an uplift of 14% more in completed bookings, largely thanks to an engagement rate of 41.23% of the target audience across all languages. That’s a huge result in terms of the bottom line - all from a relatively simple campaign to bring back users already most of the way to purchase.
Measuring Customer Satisfaction And Improving Rating
An additional campaign increased star-ratings in the app store. That matters for two reasons. Firstly, a higher rating obviously means an increased conversion rate between finding and installing an app. But it can also deliver a higher ranking which in turn improves discoverability. It’s a metric that really matters when it comes to acquisition.
A simple way to quickly increase your app rating is to only lead 'happy' customers to leave a review or complete an in-app survey. They key to isolating these customers is finding the perfect moment to ask for feedback: usually once the customer has had a good experience with the brand, and then using an in-app campaign to initially identify the users who are happy before sending those who are to the app store. Together these two approaches make users more likely to be willing to leave feedback, and then ensure that only those who are happy review you in public.
Our airline sent an in-app survey of this type to a target audience in 12 languages giving three options for feedback; happy, neutral, or sad. The campaign then redirected customers who responded ‘happy’ to the app store to leave a review or give the app a star rating.
The result was a 300% increase in ratings and an average app-store review of 4.5 stars. Not bad for one campaign!
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