Jan 28, 2022
*Based on the Sustainalytics Rating.
WIZZ Ride, powered by CarTrawler, was a first-of-its-kind solution in the market, which allowed customers to schedule their WIZZ Ride or book in real-time directly through the WIZZ app. To optimise performance after go-live, the CarTrawler team focused on ways to increase the % of customers registering for a WIZZ Ride account. The initial user flow required a manual registration and authentication process and was not conducive to increasing engagement. As app user retention depends heavily on ease of use, it was essential to minimise friction of first-time onboarding and keep customers moving through the funnel.
The CarTrawler team set about implementing a Single Sign On (SSO) approach which meant that the same customer logged into the WIZZ App would be automatically linked and authenticated with a WIZZ Ride account subject to a one-time acceptance opt-in. As users could now sign in quicker, they could then find real value in the subsequent push notifications that were relevant to them. This ongoing engagement is essential for ensuring continued use of the app, particularly as 71% of all app users churn within 90 days if they are not kept engaged with the product.
This change had a materially positive impact on interactive and booking performance as the process was more straightforward for a first-time user. Initially the registration rate jumped from 7% to 34% – an increase of 386% and when further refinements were made this resulted in a further increase to the registration success rate of 54% – which is now a trending average for WIZZ App customers. This performance metric outperforms the industry average of install-to-register for brand e-commerce apps which typically average 39.5%. This achievement highlights how CarTrawler works collaboratively with airline Ancillary teams to realise their technological ambitions.
Remus Moraru, Senior eCommerce Manager at WIZZ Air.
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