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Uber vs. Lyft - User Engagement Teardown

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This is an Iterable User Engagement Teardown comparing Uber and Lyft's user engagement strategies in the first 2 weeks post-signup.

After evaluating all emails and texts received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable's Growth Marketing Platform.

To view more User Engagement Teardowns, visit http://iterable.com/teardown

Published in: Marketing
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Uber vs. Lyft - User Engagement Teardown

  1. 1. User Engagement Teardown www.iterable.com
  2. 2. User Engagement Teardown Make sure to watch full screen! Press this button Iterable, Inc. All Rights Reserved 2
  3. 3. A Quick Word on Iterable Iterable is a growth marketing and user engagement platform. • Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support. • Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown Iterable, Inc. All Rights Reserved 3
  4. 4. What is a “User Engagement Teardown?” We analyze a user engagement over a defined time period post-signup. • We offer constructive evaluation and feedback. • We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc. Iterable, Inc. All Rights Reserved 4
  5. 5. Background on Uber and Lyft Uber and Lyft are two leading ride-sharing services headquartered in San Francisco. • Uber, founded in 2009, operates in 560 cities worldwide. Raised $15B, with a valuation of $69B. • Lyft, founded in 2012, operates in 300 cities in the U.S. Raised $2B, with a valuation of $5.5B. Iterable, Inc. All Rights Reserved 5
  6. 6. What We Did Signed up and received messages over 2 weeks between Feb. — Mar. 2017 We escalated activity over time: • Completed user profiles • Downloaded mobile apps • Booked rides with each service • Referred services to friends Iterable, Inc. All Rights Reserved 6
  7. 7. On to the User Engagement Timeline…
  8. 8. User Engagement Timeline Iterable, Inc. All Rights Reserved 8 MessagesUserActivity We’ll show you what we (the user) did here… 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS
  9. 9. User Engagement Timeline Iterable, Inc. All Rights Reserved 9 MessagesUserActivity We’ll show you what we (the user) did here… 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS …and the messages we received here.
  10. 10. User Engagement Timeline Iterable, Inc. All Rights Reserved 10 MessagesUserActivity We’ll show you what we (the user) did here… 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS …and the messages we received here. Activities and message types are color coded as shown in this key.
  11. 11. Now let’s look at Uber and Lyft’s user engagement. First, Uber…
  12. 12. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 12 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride
  13. 13. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 13 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride After creating a new account on desktop, Uber sent two welcome messages via email and SMS within ten minutes of each other. These messages encouraged the user to download the app.
  14. 14. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 14 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride Over the next three days, Uber sent two triggered reminders to verify the user’s phone number. This security measure must be completed before taking a ride.
  15. 15. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 15 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride As we went through the process of booking a ride, Uber sent a verification code via SMS to confirm the mobile number.
  16. 16. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 16 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride Each time we booked a ride, Uber sent transactional receipts. These emails included a map and the user’s referral code.
  17. 17. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 17 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride We also received a blast email about a specific product feature. This message informed us how to share our trip status with friends.
  18. 18. The Uber User Engagement Timeline Iterable, Inc. All Rights Reserved 18 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride Lastly, we sent our referral code from the mobile app to some friends via SMS. This action didn’t trigger any communications.
  19. 19. Now let’s look at Lyft’s user engagement…
  20. 20. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 20 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride
  21. 21. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 21 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride Lyft did not welcome us as a new user until three days after we created an account. Although the email was designated as part of a “Welcome Series,” a timing error sent the series out of order. The first touch was email #2 out of 4.
  22. 22. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 22 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride We then received welcome emails #1 (“Welcome to Lyft”) and #3 (“Explore the Latest Lyft Features”) on the same day.
  23. 23. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 23 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride The final email in Lyft’s Welcome Series was titled, “Meet the Lyft driver community.” Its call-to-action was to take a ride with a 5-star driver.
  24. 24. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 24 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride While booking each ride, we received an SMS to inform us that our driver was here. Each message included the specific color and model of the driver’s car.
  25. 25. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 25 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride After we booked each ride, we received transactional email receipts with the subject line, “Your ride with [DRIVER] on [DATE]”
  26. 26. The Lyft User Engagement Timeline Iterable, Inc. All Rights Reserved 26 MessagesUserActivity 10 11 12 13 14 151 2 3 4 5 6 7 8 90 Days from start: Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS Created new account Completed profile info Downloaded app Booked a ride Referred to friends Booked a ride Much like Uber, Lyft also did not respond to our referral to friends, either through email or mobile.
  27. 27. Frequency Takeaways During the two weeks, Uber and Lyft sent the exact number of messages per channel: • Uber: 6 emails, 2 texts • Lyft: 6 emails, 2 texts Note: neither service sent push notifications so this channel was not included in our analysis. Iterable, Inc. All Rights Reserved 27
  28. 28. Differing Priorities One would expect the two market leaders to be similar in how they start messaging users. However, it was clear that each service had different priorities: • Uber sent a single welcome email and then focused on ID verification • Lyft sent out a more comprehensive 4-email welcome series • Neither company emphasized promotional “blast” emails Iterable, Inc. All Rights Reserved 28
  29. 29. Now let’s look at the message content…
  30. 30. Iterable, Inc. All Rights Reserved 30 These are three standard Uber messages. You’ll notice….
  31. 31. Iterable, Inc. All Rights Reserved 31 Consistent branding with vector graphics
  32. 32. Iterable, Inc. All Rights Reserved 32 Clear calls to action
  33. 33. Iterable, Inc. All Rights Reserved 33 An emphasis on the transaction, not the driver.
  34. 34. Iterable, Inc. All Rights Reserved 34 These are four standard Lyft messages. You’ll notice….
  35. 35. Iterable, Inc. All Rights Reserved 35 Visually appealing with photography
  36. 36. Iterable, Inc. All Rights Reserved 36 Clear calls to action
  37. 37. Iterable, Inc. All Rights Reserved 37 Prioritizing the driver in the messaging
  38. 38. Content Takeaways Iterable, Inc. All Rights Reserved 38 Each company’s content reflects their business/branding strategy: Uber: • Focus on the service and the company behind it • Transactional emails emphasize the amount and route Lyft: • Focus on the community and the drivers • Transactional emails emphasize the driver
  39. 39. Recommendations Iterable, Inc. All Rights Reserved 39 Both companies could improve their: Onboarding: By sending a well-timed, multi-channel welcome series Frequency: By sending regular promotional messages Multi-channel engagement: By coordinating messaging across email, push and SMS to increase overall engagement with the service
  40. 40. Join us for our webinar: Thursday, April 27, 2017 at 10:00 a.m. PST “Best Practices for Mobile-First Marketing” • Quick teardown review • Mobile marketing best practices • How Uber, Lyft and other mobile-first companies can improve their user engagement! Iterable, Inc. All Rights Reserved 40 And There’s More… REGISTER NOW
  41. 41. If you liked this teardown… You’ll enjoy the others! View them and sign up for notifications of future teardowns: iterable.com/teardown Join the discussion on Twitter @Iterable, using #UEteardown Iterable, Inc. All Rights Reserved 41

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