How Onboarding Journeys Helped Ride-Hailing App SafeBoda Achieve a 75% Retention Rate

How Onboarding Journeys Helped Ride-Hailing App SafeBoda Achieve a 75% Retention Rate

An ubiquitous a part of life in East Africa is boda boda: motorbike taxis that assist individuals navigate congested streets quicker. Originating in Uganda through the Nineteen Sixties, they have been initially used to move items throughout the Ugandan-Kenyan border, deriving their identify from this “border-to-border” goal. Right this moment, these taxis are instrumental in assuaging poverty and unemployment among the many area’s youth. Sadly, they’re additionally infamous for collisions and life-threatening accidents.



Ricky Rapa, a boda boda driver, misplaced a very good buddy in a single such accident. This incident impressed him to launch SafeBoda together with tech entrepreneurs Maxime Dieudonne and Alastair Sussock.


The SafeBoda Story

Launched in 2014, SafeBoda stands agency in its mission to supply protected, truthful, and handy commuting choices to its customers. The entire affiliated drivers carry two helmets: one for themselves and one for the passenger. They’re additionally skilled in highway security, bike upkeep, and customer support.

Along with ride-hailing, the app gives airtime and parcel supply companies. Since its inception in Kampala, SafeBoda has traveled removed from its East African roots to the Nigerian metropolis of Ibadan, the place it lately accomplished its one millionth journey.

To know how SafeBoda gives a safer service and a superior, progressive CX to customers, we spoke to David Oladapo, their Buyer Acquisition Supervisor for the Nigerian market. He’s in control of buying clients via numerous on- and offline channels and fascinating them all through the shopper lifecycle. Key metrics for the advertising and marketing workforce embrace the variety of first-time customers (on a every day, weekly, and month-to-month foundation), variety of rides, common retention fee, and churn fee.



Participating Customers Successfully

Profitable retention isn’t any accident; it’s the results of a well-orchestrated engagement technique. It’s vital for manufacturers to have interaction with their audiences, demonstrating worth and constructing optimistic consumer habits over time. For SafeBoda, constructing fruitful and lasting relationships with clients means creating model experiences throughout numerous touchpoints, each inside and outdoors the app.

Superior Analytics Capabilities

Leveraging real-time behavioral information is the important thing to understanding customers and fascinating with them immediately and successfully. However, having a number of instruments for analytics and engagement makes understanding consumer conduct unnecessarily advanced and hampers efficient resolution making.

Retaining Customers and Lowering Churn

The Achilles heel for many apps is consumer retention. It’s vital for app entrepreneurs to have a retention-first advertising and marketing technique in place. SafeBoda needed to provide equal significance to consumer acquisition and retention, cut back churn, and enhance conversion charges.



The SafeBoda advertising and marketing workforce wanted an built-in analytical and engagement answer. Their search ended with ASO World, enabling them to attach with customers in a contextual and well timed method.


Buyer Onboarding Journeys for Characteristic Promotion and App Adoption

SafeBoda has an onboarding journey for brand new clients who’re coming into the funnel. The aim of this journey is to nudge them to make a purchase order. “Up to now, we’ve seen that typically when customers set up the app, they discover it troublesome to make use of the app and go forward and take their first journey. The onboarding journey is particularly designed to ease them into their first journey by informing them in regards to the app options, advantages, and the steps which can be essential to guide their first journey,” explains David.

In addition they have a journey for inactive customers the place they ship personalised messages to get them again to the app and reduce the prospect of them churning.


Push Notifications to Carry Customers Again Into the App

With regards to bringing customers again into the app and constructing optimistic consumer habits, David makes use of a mixture of push notifications, SMS, calls, and so on. “Throughout rush hours, holidays, or any particular events, we use push campaigns to nudge individuals to take the specified motion,” he says.

Push notifications are additionally used to gather consumer suggestions or direct customers to a specific touchdown web page out of the app utilizing deep hyperlinks. Within the case of churned customers, a small share of them haven’t uninstalled the app. SafeBoda sends these customers reductions together with messages about how they’ve upgraded their service ranges, elevated the variety of drivers, and diminished the ETA for numerous routes.


Automated and Predictive Segmentation to Interact With Particular Person Teams

David makes use of customized checklist segments which can be tailor-made to the ride-hailing business. Customers are segmented primarily based on the variety of rides in any given month. The aim is to extend every consumer’s engagement with the app. Customers who’ve registered however are but to guide a journey are despatched promo codes and incentives to transform.

“We additional section customers primarily based on standards the place they tried to guide a journey however couldn’t full the motion resulting from spotty web or unavailability of rides. We encourage customers to attempt once more as a result of we all know that folks can get annoyed in the event that they tried us as soon as and the expertise wasn’t nice,” he provides.

Defining targets utilizing intent-based segmentation has helped SafeBoda get rid of guesswork and provide a contextual, tailor-made method to buyer engagement.


Marketing campaign Optimization to Improve Engagement

David is an avid consumer of A/B testing the place he experiments with totally different variations of a marketing campaign with a view to decide the best-performing model. Discovering out the optimum time to ship a marketing campaign primarily based on consumer exercise tendencies additionally works nicely for SafeBoda. Utilizing A/B testing and finest time to ship incorporates data-driven resolution making into their processes, resulting in improved outcomes.



“We’ve gotten nice outcomes with our onboarding journeys. It takes loads much less time for customers to take motion for every of the targets we set,” says David. Presently, the conversion fee for the targets set is round 42% in Nigeria. Participating customers with onboarding journeys and push campaigns throughout numerous phases of the life cycle has led to a formidable retention fee of 75% month-over-month in Nigeria.

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