What to do to maintain user activity after launch

Your app going live is just the beginning of a fascinating journey into the mobile world. After the business is rolling on the right foot, it’s time to work on a strategy to maintain the activity and expand the customer community. Long story short, your company should develop a fact-based engagement and re-engagement plan. Fact-based, because ideally, all the decision-making needs to rely on the analytics.

Know what you’re measuring

Some companies tend to gather and analyse literally all data, while others prefer to throw things at the wall and see what sticks.
how to promote an app

None of these approaches is clever. You have to know exactly what to measure, otherwise, you’ll sink in useless numbers. The lesson here is: know your key performance indicators for every marketing activity you begin.

The revenue is an important indicator of how well the app is doing. However, it is good to learn what exactly is attracting people and elaborate these features. If users are leaving, finding out at what point people do not come back to the app anymore is a must. Our inbuilt company analytics, Facebook analytics integration and iTunes Connect analytics are giving you a plenty of useful KPIs, such as:

  • Number of active users per period;
  • Reasons for orders cancellation;
  • User retention rate;
  • User lifetime value;
  • Referral campaigns engagement, costs and results.

And many more. Concentrate on the metrics that matter at this very stage of the business development and think of the long-term success in the first place.

Never forget to update

Your customers love to know the app is constantly becoming better for them. Not only users tend to delete apps that are never updated, the lack of new releases causes poorer Store distribution results. Plus, new updates give you a possibility to talk to the community and learn what they think.

Go on with customer support

If you’re striving for a real meaningful relationship with the customers, it’s important to be always there for them. Even when they complain, whine and behave ugly. Apple App Store doesn’t allow to answer the users, but on Google Play it’s possible, so do it. A nice, concerned respond can also happen via emails, phone and support line. Take care to personalize your feedback management. As Mark Zuckerberg says, people hate to receive not-targeted messages.
how to promote an app

Avoid being too pushy

SMS-marketing are a great tool to communicate with the customers.
how to promote an app

However, there’s a thin line between being informative and being annoying. All the notifications should be scheduled and planned so that they won’t irritate people. Here, too, take care of enough personalization and target your messages well.

As you see, taxi marketing plan requires a lot of data-driven planning (what a surprise, right?) and creating a unique strategy to let your brand stand strong in the market. Now, do you feel empowered and inspired? We hope so! Do not hesitate to ask any questions

Ready for your own taxi business? Sign up for a trial version right now.

Try for FREE

Release 0.20.1 Heat Wave

Our Release 0.20 is here! It comes with all the new features giving you the business advantages you were dreaming of😼

Apps now look awesome on iPhone X

We’ve thought, why not? And then our iOS developers have made iPhone X UI-support for both Driver and Passenger apps. Enjoy it, iOS crowd!
titov_release
Polupanov_release

taxi dispatch system taxi dispatch system

New Dispatch panel features

Complete GPS tracks for orders

Back in the days, we were only able to show order tracks drawn by Google maps. Since today, it’s possible to track a trip as it really is — next to the “ideal” GPS track! Every tiny moment the exact location of a driver is marked on the map. This way we provide you with more control over driver efficiency: because it’s crucial for your business👀
taxi dispatch system

Drivers nearby on the map when creating an order

Optimize the workflow for your dispatchers is our top priority. From now on, all the available drivers of a chosen service type near a pickup location are shown on the map. Less time spent on figuring out which driver will be the best match for an order. Plus, if you click the driver’s pin, the driver’s details will be filled in automatically. Yes, we love to save your time!
taxi dispatch system

Updated pins in Booking history

Now a dispatch operator can view two types of drop-off pins for Cancelled orders: one of the driver (where the driver has finished the trip) and one of the passenger (where the passenger has finished the trip). Analysing these drop-offs will help you to improve the quality of services.
taxi dispatch system

New Search orders options

Namely, now one can search for an order by driver’s phone and board number in the Dispatch, next to searching by an order ID and passenger’s data. One-click access to all orders processed by a driver — it’s basically a visualisation of a driver’s performance💪
taxi dispatch system

Coupon discount visible in Trip summary

Now dispatchers are able to view how much of a completed order was paid with a coupon. It’s now visible why the end price can differ from the amount of money paid by a customer.
taxi dispatch system

New preorders type

We’ve got two types of statuses for preorders: those sent out to drivers instantly, and those sent out in two hours before the trip. Now dispatch operators know exactly why some orders are not assigned immediately.
taxi dispatch system

Facebook SDK

For those keen on keeping track of their business development, we’ve enriched our Facebook SDK integration with new event types. Before Release 20.0, you were able to track

  • App install — user installs the app;
  • App launch — user opens the app.

Now, you can also track other important events:

  • Sign up for the app — user gets registered in the app;
  • Booking confirmed — user books the services;
  • Order cancelled — user cancels an order;
  • Trip paid — user proceeds a payment for an order;
  • Card added — user ties up a credit card to their account.

Do you use Facebook Analytics already? Believe us, you should. Keeping track of the app events helps to evaluate the business growth, allows staying relevant for the customers and attracting new audiences.
taxi dispatch system
white label mobile app

Company panel

Minimum driver balance option

From now on, you can set a minimum driver balance amount for taking jobs. The drivers who didn’t manage to top up their balance in time won’t be disconnected immediately. They will be still able to take jobs — until they reach the negative limit you’ve set. No more problem with too many disconnected drivers!

You can switch this feature off if there’s no need in it🙌
white label mobile app

Custom “Any nearest driver” service type option

Ever had a problem with dispatchers always automatically clicking “Any nearest driver” — and clients who were not happy with a service type they’ve got? Now you can hide this button and oblige the dispatchers to choose the service type requested. Set up in just two clicks in Operator settings in your Company panel.
white label mobile app
white label mobile app

New Google Maps looks in all apps

Google was begging us to implement their new Maps design in our apps. We’ve said, “Okay, Google”. Now the maps look much, much better.

Working with images quicker and better

As sometimes all our apps need to take pictures, now it’s possible to work with them without leaving the app. If a driver or a passenger need to crop an image, it can be done quicker than finding ✂️ on emoji-keyboard!

Driver app gets some new features…

Tips and extras visible in Job details

After a job is finished, the total bill is detailed. Just good to know such things!
white label mobile app

Disabling expired credit cards

If driver’s credit card is expired, it’s hidden in the account. We’re planning to make this feature more stunning in the next release.

… And Passenger app stays fabulous

Like, this level of fabulous:
taxi dispatch system

Final status of the trip in Recent orders

Now the passengers will see the amount of the trips finished, paid or cancelled — and the prices paid.
white label mobile app

Coupon discount shown for Future and Recent orders

Now passengers can know exactly what the coupon discount was. It’s not mind-blowing, but always good for budget overviews.

Vehicle color visible to passengers

We’ve hired a new designer. He’s an awesome, brilliant guy and he loves to fire great ideas right away. So he’s made it possible for passengers to see the real color of the vehicle for both Future orders and Recent orders. And he’s planning to do much more!
white label mobile app

And more!

  • The possibility of cashless payments is important for any business, big or growing. With this release, we’ve got our clients covered in Belarus. Bepaid is there🎉
  • We’ve fixed numbers in Arabic localization.
  • Now the apps are working in Ukrainian, Urdu, and Serbian
  • We’ve improved default colors for service types in Dispatch and Company panel.
  • We’ve highlighted selected tab in Dispatch. Yep, our new designer is young and furious!

Do you want to start your own taxi business? Sign up for a trial version right now.

Try for FREE

What to do while launching?

The biggest challenge of your launch is getting enough drivers and enough passengers at the same time. So the success of the whole operation will depend on two things:

  • How many interested customers you’ll attract to become passengers;
  • How many drivers will go online and accept jobs at the launch day.

Now let’s begin with the drivers.

Inspire drivers to do their best

Given that the company has done its best to get a lot of chauffeurs interested, the question is: how to motivate them to be online and go for all the job offers they get? The very first step you may take is introducing a “registration fee” to weed out people who just apply and never really ride.

Our client in Saudi Arabia, Kaiian, has solved this by providing better tariffs than the competitors do. In many communities, positive word of mouth will ensure everybody’s knowing how profitable working with this new company is.

app launch
Another clever move was giving new drivers a free trial period. It brings no incomes to the company, but it brings passengers — and the possibility to analyze and polish possible driver plans. Our Sudanese client, Tirhal taxi, has quickly figured out that a flat rate did not work for them, so they had to switch to pay drivers an order percentage. As a result, the company was able to introduce the “Drivers Leaderboard”, showing average monthly wages of the drivers who ride regularly and well and motivating other drivers to do their best.

It is also possible to stimulate new drivers to take their work seriously by paying them higher rate for every trip at the first stages.

Get as many passengers as possible

Now imagine: a thousand drivers online and crazily eager to work. What do they need? Passengers! The obvious source for attracting passengers is advertising. The only problem with it: it probably won’t get you 1,000 loyal clients per day who’d recommend the service to their friends and family. What to do?

A fundamental step is getting your ASO straight so that by the launch people will already know your app and get to see it on top of the Store distribution list. The more traffic your app will attract, the better for the launch. Next to reading our how-to ASO courses, you can also request extra-packs we’ve created for ASO (you can address your account manager for ASO assistance) and Search Ads. If your marketing budget is pretty limited, it’s generally better to invest in ASO than in the promotion of your website: this way you’ll attract traffic directly to the apps.

One more extremely cost-effective method to draw more clients is to distribute referral coupons at some fancy event. 1,000 coupons handed out = 1,000 “warm” potential passengers, who’re immediately encouraged to advice your services to someone they know because it’ll give them a discount.
how to promote an app
That’s why collaborating with local events is such a great promotion tool to use during your app’s launch. The most exciting: it even works if you just stand there at the event, not pitching or anything. Big fleet of branded cars: it’s always impressive!

Referrals not only work ideally with events, there’s always a possibility to partner with restaurants, airports, hotels and more. It’s clever to create separate referral programs for each partner you work with to monitor which collaborations are the most successful.

Another great thing about partnerships with events is that it can bring the company in contact with early-adopters, people the most likely to actively use new services and products. These individuals are often influencers, opinion-makers in their field. And guess what? Influencer marketing is all hot!

taxi marketing
Okay, Google, what’s influencer marketing? It is promoting services and goods via personal blogs and social media pages. People trust social media influencers because their advice feels natural, personal and trustworthy, as that of a person you know for years. One more plus is that influencer marketing allows targeting the audience extra-precisely. Do not hesitate to reach out to the influencers who can become your early-adopters and tell people about it. Here you can learn all the how-tos of influencer marketing.

Do not screw up your own app: meet the expectations

The early-adopters of your services, what do you expect from them? That they will love the app and use it again and again. It’s important to make sure their integral experience with the app will be just awesome. Not only should you have enough chauffeurs to drive everybody around, you will also need to give the early-adopters a refined attitude. If they complain, react personally. If they give negative feedback, do whatever it takes to solve the problem and win them back.

Know what’s the rightest way to screw up your own app? It’s not investing in support line and feedback management.
ASO
If it seems unnecessary to you, consider this: with no support line, whatever goes wrong, people will come spit out their frustration right in the Review section of the app. Bad ratings guaranteed. Say “bye-bye” to ASO success.

4,5—5 is considered a good rating in the Stores. The more negative reviews, the lower your rating, the deeper you sink in Store distribution. Accordingly, reviews management is an A-level priority, especially in the very beginning. The rules are simple:

  • Answer every review;
  • If a review is negative, fix the problem or provide a compensation;
  • After problem solved/compensation provided, ask people to change their review or add a new one.

It is clever to have two separate support lines for drivers and passengers. Having a possibility to call a support operator directly from the app is always a good idea.

Because the best (and the most cost-effective) promotion is still people talking positively about the company. Ensuring customers have an amazing online and offline experience with your services is essential here. To add up to these basics, think of making social moves. As our client in Saudi Arabia said, taxi business is not always about investing huge amounts of money. It can be about pulling a stunt the audience will like. This is why following trends is really important. Get inspired by the examples of the market giants like Uber and Lyft. The more crazy your idea is, the more viral it will go. Profit!

Do you want to start your own taxi business? Sign up for a trial version right now.

Try for FREE

App launched. How to make it popular?

The success of app launch is very much a question of finding your own solution for the classic “chicken or the egg problem”. To launch well, you need a lot of clients (who will book your service), and to attract more clients, you need more chauffeurs. Young companies often fail to get one of those two magic ingredients — because they think of an app-based system as of an ultimate remedy for their business.

But let’s face the fact — it’s 2018. An app-platform is a must-have. To “sell” the apps, you still need a bulletproof marketing plan. Over 50,000 apps are being released every single month. This means, to create a stable users community, your app has to stand really strong. Let’s see how to market the app from the very beginning.

What to do before launching the app?

The thumb-rule is “start as early as possible”.

The very first step is to analyze the local market situation. This includes:

  • Learn as much as possible about your competitors. Here you can find our marketing brief template with the questions to answer.
  • Try to find your unique market niche. Knowing the competitors gives you an idea of what you can do differently to create a strong brand that will be special to the customers.
  • Work on your pricing policy. Dumping can work well for young and furious brands. But it is a short-term strategy. You cannot attract clients by low prices alone forever. Another important part of your pricing is the drivers billing. Work out some reliable schemes that’d motivate drivers to work more.
  • taxi advertising costs

  • Create an integrate brand strategy. An example: Kaiian, our Saudi-Arabian client decided to become a “family-member” brand. Ever since, Kaiian behaves and advertises this way, and is profiting from enormous word-of-mouth waves.
  • Learn to know your target audience. Musts: Who you’re talking to? How to reach them? What are you going to share? How will you make your promo something worth talking about?
  • Try to get as much info as possible about the local ways of using popular communication channels. Our clients in Arabic countries enjoy the promotional power of Snapchat at full blast, while in the US the channel is losing its audience. Such things can be a real promotional goldmine. This and the previous steps may require some professional help, so we advice hiring a local marketing agency. Their prices are usually more competitive, while their knowledge of local specifics can be impressive.
  • how to promote an app

  • Start your outreach activities prior to launch. 6-8 weeks in advance is normally a good timing. Why so early? Because it gives people the time to get used to your services, which results in more clients. The same applies to drivers: the earlier they know how attractive the company is, the bigger the chance they’ll try working for it.
  • Set clear goals for your taxi app marketing campaign. Develop clear key performance indicators to be able to check up the success at every stage. And yes, monitor progress constantly: every day, week, month, year.

Kate Makovetskaya, Business development director in Russia (Zorka.Mobi Creative Mobile Performance Agency):

“Defining the key performance indicators is especially difficult for a new, unique product on the market. Analytical data from past advertising campaigns can make it easier. If there’s no data from the past available, try this:

  • Analyze the average market benchmarks use them as a starting point.
  • Use the experience of the market experts.

Anyway, after launching a marketing campaign, KPIs will need to be adjusted.”

Now, let’s deal with this horrifying term, “outreach activities”. Basically, what are the ways to reach out for an app-based taxi company?

There are two types of publicity you’ll work for before your app’s launch. First one is aimed to attracting drivers. Another one is attracting customers.
taxi marketing

Use social media for taxi marketing

To reach out to more drivers, you should know what communication channels they use. Uber has launched tremendous Facebook Ads campaigns before going live in San Francisco, because Uber’s marketers told them potential drivers spend a lot of time on Facebook. Where do your potential drivers spend time? Maybe they’re not on social media at all and you should rely on word-of-mouth initiated by a couple of “ambassador drivers”?

Ensure media publicity to promote your app

Getting some local media publicity is another way to breed curiosity among drivers-to-be. Think of TV, radio, newspapers. Share your story and tell how your service is different from everything they’ve had before. Small media often publish for free. Pitching to app review websites is also a good method, but take care you pitch to the source your target audience really reads. The more coverage prior to the launch date, the closer you get to solving the “chicken or the egg problem”

Promote your app online to get customers

As to the customers, one of the basic things to do is initial advertisements. To use it productivity to the max, start in advance. Use online promotion tools, such as Google AdWords to draw more users for your app. You can also launch Facebook and Instagram ads (or any other social media campaign) to prepare people to the app launch.

Online promotions are generally not so expensive as old-school offline methods, and are very effective: they provide widest targeting opportunities. However, online advertising is something needing proficiency and experience, so we advice you hiring a digital marketing agency to get it done well.

Do not forget to state your online presence. Now we’re talking about online promotion, mind this: creating and maintaining social media accounts is extremely important. Facebook, Youtube and Instagram, you name it — are allowing you to create real customer communities.
launch app
Things you place on social media also can go viral, because it’s easy to share content there. The more viral your promo is, the more clients you get, and the less you have to invest in advertising

Optimize your apps for store distribution

The last, but may be the most important thing ever needed before launching your app: a clear, bulletproof strategy for optimizing your apps for the store distribution. Here you can read our ultimate guides on App Store and Google Play store optimization. The first steps in optimization you can take on your own. Most of the tools you’ll need are accessible for free (at least for a trial period) and only require some serious analytical teamwork. On the later stages, it might be helpful to hire mobile marketers or ASO specialists to do the tough work.

Planning a budget for marketing activities

How to prepare a financial plan for marketing activities before the app launch?

Kate Makovetskaya, Business development director in Russia (Zorka.Mobi Creative Mobile Performance Agency):

“Ideally, everyone wants to see a beautiful “one-size-fits-all” budget plan. Sad enough, such thing will never be adequate to a real situation.

  • Collect enough information for a financial forecast. Use the data from successful cases, references and insights from other companies. Your product team or/and a marketing agency you’ll hire will need to provide realistic benchmarks.
  • Plan the essential marketing investments. Those will depend on how exactly you’re planning to launch the app: will it be a soft-launch campaign first, or an immediate, aggressive push-campaign? The specifics of the market, the number of competitors on it, and many other variables are to be considered while making a financial plan.
  • Be prepared the return on marketing investments is influenced by many factors as well. Monetization model, the reasonableness of it, how much it’s planned to earn from one user, etc. — a realistic financial plan can only emerge from all this data put together.

It’s clever to plan a marketing budget allowing certain number fluctuations: this will let you make more flexible decisions in the future.”

Okay, now you know the basics of preparing your app to a successful launch. Let’s proceed to the next step.

Do you want to start your own taxi business? Sign up for a trial version right now.

Try for FREE

Greenr Cabs: taking over Malta, no CO2 involved

The size of Malta is about 27 by 14.5 km. For a taxi company, it’s a rather small working area. In 2015, a group of young and furious transport professionals decided to disrupt the taxi market on the island with something completely unique: eco-friendly cabs with excellent drivers.

How did Greenr Cabs manage to launch a successful taxi startup customers from the whole world are over-enthusiastic about? Fabien Courtellemont, managing director and founder, tells everything about starting a taxi business and helping it grow well.

Start an innovative taxi business

Greenr Cabs is the first transportation company in Malta to abandon the technology that has powered the industry for more than a century. On their website, there’s a quote of Prince Charles: “We do not have the right to steal our children’s future”. This was the exact reason for the founders to start a “fully ecological” taxi, with original electric vehicles only.
startup taxi

An example of Greenr cabs analytics

Fabien says: It is an innovative, rewarding concept. Malta is an ideal place to use electric cars because of its size. Most of our trips do not exceed 10 km. The island has a strong network of charging points all across. The airport (almost the only way to enter and exit the country) is extremely important for tourism and business, so we can profit from being the only company providing eco-friendly airport transfer.

Such an innovative business and an on-demand platform to power it seemed a match made in heaven. Greenr Cabs founders only had to decide on the exact brand of vehicles to work with, and find a platform as sustainable as their view on transportation.

The whole concept of XXI century transportation is about combining several features:

  • impeccable comfort of the passenger (both while booking and during the trip);
  • respect for the environment;
  • competitive pricing.

Greenr Cabs works with a fleet consisting of Nissan Leaf cars, the electric vehicles ideal for taxi business because of combining high-level comfort and the astonishing quietness of the journeys. Another important plus of the Leaf car is its cost-effectiveness. Basically, fuel and running costs have always been the biggest factors for taxi owners and drivers, and electric vehicles allow to cut the long-term costs about 8 times

Constantly look for growth possibilities

Greenr Cabs had several major requirements while looking for a taxi platform. First of all, the company didn’t want it to cost a fortune, so they were not interested in developing own applications. They needed a not too pricey, good-looking app that would provide customers with a possibility to book and pre-order a cab with ease.

Another important feature was a handy, functional dispatch system.

“Greenr Cabs works a lot with tourists and business travellers, and consequently deals mainly with pre-orders. A clear dispatch system providing enough information to understand the situation of the operations was one of the crucial features while looking for a provider.” — explains Fabien.

And, of course, Greenr Cabs needed reliable and clear reporting tools for the company. After some market research, Greenr Cabs has chosen TaxiStartup system to empower their taxi business.

The opportunity to grow in your own tempo is nice. As soon as we were able to, we’ve invested in branded apps that represent our business at full blast. Both passenger and driver apps are simple and clear anyway and are accessible in many languages. For Malta is a great melting pot of European cultures, it’s a good thing.
startup taxi

An example of Greenr cabs analytics

Solve the three biggest “taxi problems”

The main three taxi problems, according to Fabien, are:

  • Initial financing;
  • Finding good drivers;
  • Making a name on the market.

While financing is a unique question for every taxi startup in the world, two other complications are rather universal.

Making a name for an emerging taxi business was something Greenr Cabs managed to do perfectly after all. Main thing here is having a unique product with a strong value — environmental friendliness. While hundreds of taxi companies look absolutely the same, Greenr stands out boldly with their concern for the nature and promotion of sustainable practices.

People prefer electric cars to ordinary cabs. Once you’ve tried, you never go back to a regular cab. It’s so quiet and smooth, you can relax or work more easily, and additionally, you know you emit no pollution.

Another important part of making a recognizable name was providing a wider range of services than just traditional taxi. Greenr Cabs started offering airport transfers pretty soon: because it’s possible to pre-order online within just a few seconds, this service gained a lot of popularity. Fast WiFi on board, a possibility to plug in passenger’s own music in the cab — these are the additional services that seem tiny, but are adding up to creating a strong brand name of Greenr Cabs.

Make sustainable, thought-out plans

Here’s what people say on Facebook about Greenr: “Finally safe cabs in Malta! After crazy Maltese taxi-drivers it was such a pleasure to get a ride by professional. First surprise was that driver found my place without calling me 5 times never happened before. And first time arrived at the airport without stress and fear for my life. I’m not using other cabs anymore.”

The Greenr Cabs system is evolving in a good way. There’s a lot of room for further growth. What fuels the company? Fabien says Greenr is getting inspired by innovation, refining the quality of services and building a great team.

A good team cohesion is what allows us to move forward together. We’ve got values, we want innovative technology to serve better, greener world. It’s important that every driver and dispatcher in the company believes in it.

There are ambitious plans for the future. Right now, Greenr is busy to gather more business analytics to find out where to move next. They are analyzing who their clients are and how they travel. For a company with a relatively small fleet, it is extremely important to know several things.

  • Customer activity level per city and throughout the day. It helps distributing drivers more effectively.
  • The most popular destinations. It gives an insight on what services in what locations need more attention.
  • Localities from where people order the cabs. This, again, helps to distribute the small fleet effectively.
  • The number of corporate clients. It provides understanding if partnerships with some businesses are in demand.

startup taxi

An example of Greenr cabs analytics

And of course, there are more sustainable plans.

Our aim to reduce the local air pollution wouldn’t be complete if we didn’t plan to go a step further. Our commitment for the next 10 years is to increase the share of green electricity that we buy for our vehicles. As the wind and sun are the Maltese Islands’ greatest treasure, it is then our aim to migrate towards these sources of energy.

Do you want to start your own taxi business? Sign up for a trial version right now.

Try for FREE

Google Universal App Campaigns: tune it, tone it, get lots of app downloads

Google Universal App campaigns (UAC) is an app promotion tool based on machine learning algorithms. Many app-powered services make smart use of the UAC’s possibility to advertise the app to the right users at the most relevant moments.

For instance, working with UACs helped Uber to refine the target audience without too much manual effort, and show the ads to this audience at the moments they’re potentially ready to install. The result was +45% increase in signups rate.

  • Active audience, on right time. UACs work for all the Google-powered platforms: Google Search, Google Play Search, YouTube, and Google Display Networks. This means Google UACs optimizes campaigns — and then shows them all across the platforms to the most relevant audience.
  • No need to adjust the assets manually. Thanks to machine learning algorithm, Universal App Campaigns do not require app owners to have any specific marketing or design skills to launch effective campaigns. All the assets created in course of UACs match all the platform requirements.
  • ASO will work even better. Working with Google UACs has positive effect on your app store optimization strategy if you already have and apply one. Because UACs work with the existing assets and improve them for getting more paid traffic, the cost-per-install decreases. Result: boost in the app ranking and more installs. Win-win situation!

How to set up Google Universal App Campaigns

The essence is simple: you add a couple of textual and visual assets that are corresponding with your audience interests, place a bid on campaign costs, and the rest is magic helping potential customers to find your app.

Universal app campaigns are not extremely hard to set up even if you have zero experience with it. Let’s see what the Google UAC set up steps are.

Universal App

Google AdWords. New Universal app campaign

Log in to your Google AdWords account. From there, go to the “All campaigns” tab, then to “Campaigns” and click the “blue plus” icon.

image1
image2

Choose “Universal App” and select the mobile platform you want to work with in this new campaign. Enter your app name and click “Continue”.

image8

Now you can set up all the ad creatives needed for your new Universal app campaign.

image6

You will be asked to add textual assets, images, and videos for the campaign. It is highly recommended to carry out a research on the relevant keywords beforehand and optimize your app title, description and other textual fields to it. All the text ideas will be mixed — better make sure every part is clear and self-explanatory. Defining the list of keyword synonyms is a good practice as well. With synonyms, it’ll be easier for Google to combine different pieces of text from your app and Ad text ideas and get something meaningful as a result.

The next step is adding visual assets. The main rule: provide as many as possible really high-resolution images so that Google can use them for all various platforms. It is extremely important to use the images appealing to your target audience. And that’s why researching who your audience is crucial. Define the countries where the users are located, the language they speak, their interests, aspirations and the way of thinking — the better your initial visuals will be, the more app installs the UACs will attract.

After filling the sample assets in, you’ll get to see sample ads previews for the channels supported by Google UACs.
Here you will also be asked to set the goals for this campaign. It’s a choice of two options:

  • Install volume — campaigns aimed at increasing the app install volume. The results of these campaigns can be analyzed through AdWords itself.
  • In-app actions — campaigns drawing specific in-app events occurring after an install, such as a sign-up, making or paying an order etc. For “in-app actions” campaigns you will need third-party tracking tools to understand how many relevant events are really happening in course of the campaign.

Install volume campaigns are better to start with for an absolute beginner or a launching business. Because Google UACs use a machine learning algorithm, it is much better to launch a more complicated in-app actions campaign after the algorithm knows as much as possible about your app.

Now, the initial set up part is done. Doesn’t it get curiouser and curiouser?

Google UAC budget planning

After having done the initial set up, you’ll have to set the budget for the new campaign. This includes planning the daily budget you’re ready to spend on app advertising right now and bidding for an acceptable cost-per-install (CPI).

image7
If you’ll follow the “Learn more” link, you’ll get more information about UAC budget planning and some good advice from Google on how to manage it the very first time.

We advise to do thorough budget planning before you even start to fill this form in. Despite Google UAC is proven to be an effective tool for every budget, it’s always better to invest having realistic expectations than to throw money at the wall.

The budget needed for productive Google app marketing campaign launch will depend on

  • competition level in the industry in your country;
  • marketing efforts of the competitors;
  • having your app already optimized (or not);
  • campaign goals.

Same factors will influence cost-per-install.

It’s also smart to launch a “trial” campaign before engaging with Universal App Campaigns seriously. A “trial” campaign is a sample one launched with a low budget (about $100). It allows you to see how many actual installs the app will get, and to plan future realistic goals and budgets for the real Google app marketing campaigns.

After the budget and the CPI are clear, define the dates of the UAC and the location options.

image3
So, exciting, right? Click “Save and continue” and let the fun start!

Analysing Google UACs results

There is analytics to the Universal app campaigns. In the “Campaign” tab, chose the campaign and you will see all types of analytical data on how the things are going: conversions, installs, cost, and much more.

image9

Click at “Ad assets” to get more detailed insights into how particular textual or visual elements of the campaign are working.

image4

In order to analyze properly, you will need really clear campaign goals. Having launched a sample campaign with a tiny budget will help you define realistic expectations for Google app marketing with UAC and adjust the cost-per-install to maximize your campaign ROI.

All in all, Google Universal App Campaigns are there to save you time and money on getting more active audience for the app. Try it, you won’t be disappointed

Do you want to start your own taxi business? Sign up for a trial version right now.

Try for FREE

Taxi Nobil: innovative mobility solution with unconventional business concept

Nobil_KV1
Eugene Gurnik is launching the first service of personal drivers with premium vehicles in Ukraine, Nobil. Where the idea of this business comes from? How to plan a perfect launch for a mobile app with luxury taxis, ideal for corporate clients?

Service for those who value comfort in mobility

“When you travel often enough, you constantly look for convenient transfer services in every new place. In all the countries I visited, there is corporate taxi transport: business and premium-class cars, not branded, with excellent service and smooth booking process. In Kiev, there’s no such thing yet. We’ve decided to be the first local company providing such mobility solution,” — says Eugene.
Nobil_KV2
“Our main clients are top-managers now. Ideally, we’d love to introduce the service of personal drivers to the middle class as well — to all who value high comfort and innovative mobility. Nobil is there to prove: it’s more expensive to maintain an own classy car and a driver than to use our on-demand transportation services. Especially if you only drive from time to time: the car, together with the driver, just stands in the parking lots in the city center.

We only have Uber Black and Blacklane for competitors. But we work with a more specific segment: it’s important for us to develop an on-demand corporate private driver service and a reliable airport transfer. Next to that, both of these companies are foreign market giants. They know exactly how to represent themselves in the market, but they are much less aware of what customers really need here. Nobil has this knowledge.”

The future of transport: Internet companies to replace fleets

“Nobil is our first step towards mobility systems of the future. In the developed countries, saying no to owning a car is a growing trend. Taxi companies do the same. Owning vehicles is simply too expensive and brings no profits. Car manufacturers will soon begin supplying cars as a service: for example, a subscription for an Infiniti.”
Nobil_KV3
According to Rethinking mobility study by Goldman Sachs experts, ride-hailing companies with handy mobile solutions have 33% of the global taxi market today. By 2030, these companies have every chance to take a much larger market share and exceed the market share owned by classic taxi companies 5.3 times. There are several reasons for such market changes: the regulation of urban infrastructure grows stricter, institutions try to resist air pollution and traffic jams in cities, taxes for owning a car become higher. It is only logical that the “pay-as-you-go” model (paying for the actual time you travel) is becoming more popular.

“We’ve seen a rather simple solution to it: stop owning fleets, just do the transportation. Since public transport will never meet people’s need for the special attitude, high quality, individual approach, Nobil is there to provide on-demand transportation services in the luxury segment.

That’s why we do not want to own a fleet. We provide a mobility solution and want to be a modern Internet company, not just another taxi company in this oversaturated market. On the other hand, we’d like to concentrate on the business development. That’s why we chose an on-demand platform instead of having a whole staff of in-house programmers.”

Customer needs guiding business

For Nobil it’s important to provide services clearly more comfortable and attractive than a usual taxi. The company has learned from the potential customers what service characteristics matter for them the most.

  • Unified business- and premium-class vehicles, preferably black and without taxi signs on it.
  • A-level service during the trip. Friendly drivers wearing suits, umbrellas in case of a rain, other little pretty attention details.
  • Round-the-clock support, by phone and via popular messengers.
  • A convenient mobile booking application.

Nobil_KV4
“If you take this business seriously, invest in drivers education (for example, teach them English), monitor all processes constantly, the quality of your business will stand out from the competitors. The customers will see it not even as a premium-class taxi, but as a mobility service with a personal driver,” Eugene believes.

“For the first year after having our mobility solution, we plan to maximize the number of fleet-partners and to bring the volume of orders per month to 3,000. Very often, premium car fleets do not want to work with taxi tariffs (boarding price + price per kilometer + price per minute). Accordingly, for Nobil, the flexibility of tariff setting is necessary. Within the TaxiStartup platform, this problem is solved thanks to hourly tariffs. This makes the negotiations with fleets easier and so we can work as it’s planned.

Since we have a luxury-segment mobility service, there’s not need for us to achieve any cosmic volume of orders in order to get to the operational profitability. We plan to be there next year already.

The highest possible quality of service is our priority right now. We have developed short-term training programs for drivers, including testing the potential employees. The first test results show about sixty percent of the candidates successfully pass the exam.

So far, we are targeting Kiev and its area. After reaching the operational profitability, we plan to launch in Lviv, Odessa. Well, our “super-goal” is to expand to outside Ukraine, for example, to Istanbul, Warsaw, Bucharest.”

Good marketing — the only way to survive in the market of mobile applications

“Our budget includes serious marketing investments already. Without a good promotion channel, mobile taxi application cannot survive: there are plenty of applications out there on the market. It’s crucial to make sure the users think of your business first of all when they need to order, for example, an airport transfer.

We invest in the app store optimizing of the applications, maintaining pages on popular social networks (Facebook, Instagram), working with opinion leaders on Youtube and Instagram. We have also partnered with several fitness clubs and one premium restaurant. It is a great way to attract customers for both businesses.

We really like the idea of yachts and helicopters on-demand, via the same application. In the summer, in Kiev on the Dnieper, yacht trips are extremely popular. It seems to me that such a service will give our business the uniqueness it needs, and the ability to surprise is the best marketing tool for any brand.
Nobil_KV5
Our entire marketing strategy works to ensure Nobil is associated with the status that the client feels by spending money more wisely than using a service by our competitors.”

Summary

Creating a business of on-demand transportation services requires a detailed market research and thorough planning of each step.

  • Build your business as an Internet company providing innovative mobility solution instead of concentrating on fleet owning.
  • Conduct a good research of the local market and draw up a detailed, realistic business plan.
  • Take care to provide your target audience with a unique value proposition. Use a well-developed marketing strategy and investment in marketing proportionally to the business objectives so that potential customers will learn to know your business.

Do you want to start your own business like Nobil did? Sign up for a trial version of our system right now.

Try for FREE

New analytics: how to use it to the max?

Our new company panel has a plenty of features essential for your business. And some of them we love even more than others. Company analytics is surely one of them.

Look, we’re super-excited about this tool, and we really believe these analytics data can bring your business to a new level. So let us introduce it. Actionable advice on data analysis included.

First of all, where do you find company analytics? It is the second tab in your company panel. All the data about your business performance is gathered and is really easy to access for every period (day, month, year). Have a closer look at every diagram and its value for your company.

Orders total

Orders total
This chart shows your company’s total revenue from orders only. We calculate your “orders total” by summing up:

  • The unpaid orders;
  • The orders paid by credit card;
  • The orders paid by terminal;
  • The orders paid with cash.

You can see the exact amount of money coming from each source by moving the pointer along the graphs.

Orders total statistics allow you to compare the amounts of revenue the business gets from clients, by payment method used. Based on the comparison, it’s easier to take business development decisions. Is the business going the right way? Are there things to change? Are there unexpected breakthroughs?

Total revenue

Total revenue
This diagram shows the total revenue of your company (for a chosen period), gained from the drivers and the passengers. It is calculated by adding up:

  • Card transactions made by passengers;
  • Card transactions made by drivers (all driver top-ups);
  • Manual top-ups of driver accounts.

Move the cursor over the diagram to see specific numbers.

How is “Total revenue” different from “Orders total”?

  • “Total revenue” is company revenue from the orders + all revenue from the drivers;
  • “Orders total” is company revenue from the orders only.

As “Total revenue” shows the pure real money coming to the company within the chosen period, it is a good bookkeeping tool. Now you can easily compare the income flows of the company. You can see if the revenue from a particular source is large enough, is it growing or declining.

Driver response time vs. Clients waiting time

Driver response time vs. Clients waiting time
This chart demonstrates how many of your clients were ready to wait for a driver confirmation, and for how exactly long.

On the y-axis, you see the number of bookings. On the x-axis, the seconds of the driver response time are shown. Place your cursor at any point of the graph to get specific information on how response time correlates with orders being cancelled by passengers and how many jobs were accepted by drivers within a particular response time.

This graph is meant to help you define the business goals more precisely. For example, it makes clear what optimal response time is needed to keep both clients and drivers happy.

Orders

Orders
In this diagram, the orders company got in a given period are ranked by their status.

On the horizontal axis, there are the days (months, years). On the vertical one, the number of orders.

This diagram accumulates data about 4 order types:

  • Completed — orders drivers accepted and completed (paid and unpaid).
  • Cancelled by driver — orders drivers cancelled (for any reason).
  • Cancelled by passenger — orders accepted by drivers but cancelled by passengers (for any reason).
  • Cancelled by operator — orders accepted by drivers, but cancelled by a dispatcher (for any reason).

Knowing this all makes well-targeted problem shooting for the company easier. Imagine: if all the canceled orders are coming from the drivers, it’s probably time to hire more drivers because. Another case: with enough drivers, a lot of orders are being canceled. This may be a good time to work on increasing drivers’ engagement or teach them to work with the Driver app properly.

Referral coupons

Referral coupons
Referral programs is a tool we love almost as much as analytics, really. This is why referral programs on TaxiStartup come with a whole bunch of statistics. This very chart is adds some essential data to the statistics on each referral program you launch.

This doughnut illustrates all your company orders made within a certain period with and without referral coupons.

  • Orders without coupon — orders completed and paid without a referral coupon.
  • Orders with coupon — orders completed and paid with a referral coupon.

Let the pointer hover over the diagram to see specific numbers.

This chart shows if people react to your referral program efforts. It can also be used to understand which promotion channels are the most productive for a referral. You can compare the data from different periods to see which marketing approach works better.

Booking sources

Booking sources
This one is simple: all orders, split by source, for a given period.

  • “Partner apps” — orders from apps of other taxi companies on our platform (if you allow “service for travellers” in company panel).
  • “Android” — orders accepted from Android versions of your app.
  • “iOS” — orders accepted from iOS versions of your app.
  • “Web” — orders accepted from a web application of your company.
  • “Taxi Butler” — orders accepted from Button application.
  • “Dispatch panel” — orders accepted from your company dispatch panel.
  • “Dispatch API” — orders accepted from company dispatch API.
  • “Unknown” — orders accepted by drivers from unknown sources.

The number of bookings from each source become visible when you move the pointer over the chart.
Booking sources chart gives you insights on which channels people use to interact with your Passenger app. It means now you get to know:

  • Which platforms are the most profitable to work with;
  • Partnership with which companies (in case of working with a partner dispatcher) is the most successful;
  • What platforms need more attention in order to bring more profit.

Driver median response time

Driver median response time
The chart shows how much time the drivers take to confirm a job or to bid for a new offer. The calculation is based on the confirmation time. Confirmation time is the “offer bid time of a driver” minus “offer staying open time”. The x-axis shows the date, and the y-axis the response time.

The median is more precise than “the arithmetic mean”. While a mean is the sum of the response time of all your drivers added up together and divided by the number of your drivers, a median is the middle value separating the greater and lesser halves of a data set. Working with a median allows avoiding statistics spoiling by one or two lazy drivers

Sometimes long response time is a result of no notifications send to the drivers. Sometimes it is a consequence of low engagement level of the drivers: in such case, you may think of motivating the drivers or imposing sanctions for cancelling jobs. Sometimes it means it’s a right moment to hire more drivers.

Assigned vs. Missed orders

Assigned vs. Missed orders
This doughnut elaborates the previous one and shows how many orders your drivers have accepted or missed within a certain period (day, month, year).

  • “Assigned orders” — jobs accepted by the drivers.
  • “Missed orders” — jobs not assigned to any driver within the set proposal time (no matter what reason).

As you’ve already guessed, the exact numbers are shown as you move the pointer along the graph.

Generally, the fewer orders are being missed, the better for a taxi business. If a company is missing a significant amount of orders, it’s time to review the whole business model critically.

You come to more business insights if combine data from two or more charts. For instance, “Driver median response time” and “Orders” diagrams complement each other perfectly so you can see if cancellations by drivers are related to low engagement level of the drivers or are simply conditioned by not having enough fleet.

As you see, there’s a lot to company analytics. Try it out to see it’s really simple and pretty to use. Now you’ve got the most powerful arsenal to make growth decisions for your business.

iTunes app analytics: free Eldorado of ASO ideas

iTunes connect comes together with your first app uploaded to the App Store. It’s inbuilt into the Apple system and — it collects a plenty of useful data to make an app a success. Crazy enough, most app owners even don’t know they sit on this goldmine! This gives you a unique possibility to be the first one to use the iTunes Connect data to outperform all the competitors in the App Store. Do not hesitate and learn how!

How to connect with iTunes Connect?

iTunes Connect is something you already use for submitting your apps to the Store. So there are no special steps for accessing the tool. You simply log in to iTunes Connect with your Apple ID. After that, go to the “App Analytics” tab on the main page.

iTunes Connect

This is how the analytics panel looks like:

iTunes Connect Analytics Panel

iTunes Connect Analytics Panel

iTunes Connect Analytics Panel

Congrats! Now you can start checking the data every once in a while.

iTunes Connect data and how to use it to boost an app

Here are the metrics you can find in iTunes Connect.

  • Impressions.

    The number of times the app was viewed on the App Store (for longer than one second). “Impressions” statistics include the times your app appears to people in the search results, is being found via the featuring tabs (Featured, Explore, Top Charts, and the app Product Page Views. This data allows calculating the tap-through rate of the app (TTR): the number of users seeing it and clicking further to view the product page/download it. And TTR allows you to understand if the app is really reaching customers.

  • Product Page View.

    Shows how many times the app’s Product Page is viewed by App Store visitors.

  • App Units.

    How many times the app is downloaded in a chosen period of time. By dividing the App Units number by the Impressions number you can get the conversion rate (CVR) of the app.

  • Installations.

  • The installations tab demonstrates how many people have installed the app.

  • Sessions.

  • Apple collects the information about App Store behavior of the people who’ve given their consent for this. So the Sessions tab shows how often people use your app for more than two seconds.

  • Active Devices.

  • This metric demonstrates the number of devices using the app for a chosen period of time.

  • Retention.

  • The app usage within a given time period. If you analyze it by segments and trends you will get more ideas for growth.

It is a good practice to segment all the data you get from iTunes Connect into at least two types of traffic. This will make it easier to concentrate on meaningful data and not to get lost in all the metrics. There are the segments:

  • Search traffic. All the people seeing your app’s Product Page because they’ve searched for the relevant keywords.
  • Referral traffic. All the people coming to the app’s Product Page from the web or other apps.

For each one of them, the following metrics should be analyzed:

  • Impressions.
  • TTR (tap-through rate).
  • CVR (conversion rate).

Impressions

Impressions tab, plainly said, shows how many people organically discovered the app in the Store. The more people get to see it, the better the app it is optimized and has a higher chance of being downloaded in the terms of the iTunes algorithm.

Finding the Impressions data:

Go to “Metrics” tab → “Impressions” tab → Select “View By” as “Platform Version” → “Filter” by “Source Type” → Choose “App Store Search” → Set the relevant period.



When you compare this data to the previous period, did the performance of the app increase, decrease or stay the same?

Acting upon the data:

Acting upon the data

Tap-through rate

Now you have the Impressions data, you can calculate the tap-through rate (TTR). TTR is the ratio between the average number of Impressions for a period relevant for your business and the average number of Product Page views for the same period.

Finding the TTR data:

Go to “Metrics” tab → Let “Impressions” tab stay on → Choose “Compare To” “Product Page Views” → Select “Unique Devices” → Set “View By” at “Platform Version” → “Filter” by “Source Type” → Select “App Store Search” → Set “Date” at “Custom Range” → Set the relevant date.


Acting upon the data:

Tap-through rate

Conversion rate

Conversion rate (CVR) is the ratio between the downloads of your app and the total number of people who’ve seen the app.

Finding the CVR data:

Go to “Metrics” tab → Let “Impressions” tab stay on → Under “Sales Category”, choose “App Units” → Set “Compare to” at “Product Page Views” → Select “Unique Devices” → “View By” “Platform Version” → “Filter” by “Source Type” → Select “App Store Search” → Set “Date” at “Custom Range” → Set the relevant date.



iTunes Connect counts the downloads from the Search Results together with those from the Product Page. This is why the CVR can be higher than 100%.
Acting upon the data:

Strategy for apps

Do not forget referral traffic!

However important it is that an app is well-visible in App Store thanks to a smart ASO strategy, do not forget iTunes Connect also gives you an opportunity to see if people are coming to the app from the third-party sources.

You can find out the Impressions and the CVR we’ve talked about above for referral traffic as well. This is how.
Impressions: Go to “Metrics” tab → Choose “Impressions” → “View By” “Source Type” → Choose “Add filter” and add “App Referrer” (to see the third-party app’s traffic) or “Web Referrer” (to see the web traffic) → Set the relevant period.



Now you know how many people get to see the app thanks to other sources. These may be your own website, partner apps, and websites, and all types of the ads (think of Facebook or Instagram). The data about the Impressions drawn this way help you understand if the marketing channels you invest in work positively for the app’s visibility.

CVR: Go to “Metrics” tab → Under “Sales Category”, choose “App Units” → Set “Compare to” at “Product Page Views” → Select “Unique Devices” → “View By” “Platform Version” → “Filter” by “Source Type” → Choose for “Web Referrer” (to see the web traffic) or “App Referrer” (to see third-party apps traffic) → Set “Date” at “Custom Range” and choose the relevant date.


As you see, there’s also a possibility to filter by a particular referral, say, Facebook or Google.

The successfulness of the referral traffic for your app depends on several factors. First of all, attractive and unique product. Next, not less attractive and unique messaging about it, fulfilling the expectations of a potential customer. The last is how relevant the third-party channel is to promote your app. CVR data from iTunes Connect helps you analyze if specific marketing channels work as expected.

Wrapping up…

iTunes Connect is a perfect and not too complicated tool to analyze the app performance in the App Store. It provides a lot of insights (such as Impressions, tap-through rate and conversion rate) one can use to adjust the ASO strategy in particular and the marketing strategy in general. Do not hesitate to use this data and get ahead of your competitors! May the 4th be with you😎

Do you want to set up your own taxi company? Sign up for a trial version right now.

Try for FREE

Meet LEFA, the brightest mobility startup in Namibia

LEFA is an on-demand application for ride-hailing in Windhoek, the capital of Namibia. Melkisedek Ausiku, the founder of the startup, has always dreamt of being an independent entrepreneur, “his own boss”. Since reliable and fast internet connection was available everywhere in the city, Melkisedek saw it as clear as a day: it was the right time to introduce high-quality ride-hailing services.

LEFA startup

LEFA started as a team of idealists believing the cutting-edge tech will create totally new opportunities for Namibia and make it a better place for everyone. And they were right! Despite a scarce budget, the app was launched successfully.

“We were not afraid to disrupt the transportation market in the country whatsoever. We’re a team of strong technology and innovation believers: it creates room for even more development, new jobs, new possibilities. Namibia has a reputation of a knowledge-based society, and we’ve found out it’s completely true. The market was really enthusiastic towards LEFA taxi startup.”

LEFA taxi operates in Windhoek and the surroundings. It provides transfer services for Hosea Kutako International Airport as well. The company has become popular within days, and the main reason was its reliability.

“With the app, people feel safer while cab-hailing. They get to see the driver profile, the ratings the driver has, they know the exact time the car will arrive. You can pay with a credit card, you know the exact price of each ride. The same applies to drivers: they can rate passengers, get cashless payments, and be sure their whole experience is transparent and trustworthy.”

The toughest challenge for LEFA was recruiting drivers. According to the local regulations, it takes at least 6 months for an individual who fancies driving part-time to get all the necessary to work legally. At the moment, company can only work with already registered shuttle drivers.

“We’ve discovered that despite the ambitious Development Plans, there’s still a lot of space for improvement in the country when it comes to supporting and facilitating small local businesses. That’s why we decided to provide this kind of help to other entrepreneurs. We’ve launched a partnerships campaign aimed at helping local small and medium businesses in transportation.”

On May 24 to 26, 2018, LEFA is participating in the Viva Technology conference in France. This is a major meetup for game-changing companies and startups in the branches of sustainable mobility and smart city, renewable energy, and energy efficiency. Startups are showcasing their solutions at Viva Technology, while investors are chasing for the “next big thing”. In 2017, more than 68,000 visitors from all over the world were attending the conference.

LEFA startup

“The access to high technologies has a potential of reshaping the Namibian economy. We have all the chances to become a tech-driven nation, and LEFA is very into seizing these chances. We believe being at Viva Technology is a step in a right direction. Our long-run plan is to develop a reliable mobility network that can be replicated in other markets, other countries that don’t have access to modern transportation yet: think of Angola, Zimbabwe or Botswana”.

You can join the LEFA community and follow the latest news on Twitter or Facebook.

Do you want to repeat LEFA’s success? Sign up for a trial version right now.

Try for FREE