How to convert users into riders
to generate demand for your scooter sharing service
Free floating scooter sharing is hot. To make this shared mobility service a sustainable business, utilization is key.
By launching a scooter sharing service (aka moped sharing), you will certainly generate attention. Local media coverage, your scooters on the road and marketing campaigns will drive attention and inevitably catch the interest of the curious urbanites. With a fast and seamless onboarding experience for a frictionless start, you will likely reach and exceed a ratio of 100 registered users per scooter.
The real challenge is converting registered users into frequent riders
A strong growth of your user base is the foundation for a profitable business. To drive utilization, registered users need to be converted into riders.
The primary indicator for the utilization rate of your fleet is ‘trips per vehicle per day’. Seven trips per vehicle per day is good. However, the champions league is double-digit. To reach this goal, you need to encourage frequent riding early on. The more successful you are in this, the more likely your users will develop a new mobility habit. This is the ultimate achievement for maximizing trips and thereby utilization.
Increasing utilization is about building up a habit
To encourage frequent riding, your service needs to be on your users’ minds when they think of mobility. You can raise this awareness with strong marketing messages. For maximum effectiveness it’s important to deliver the right messages, at the right time, via the right marketing channel. Adding incentives like free riding credits makes messaging campaigns even more powerful. This is especially important for the majority of your registered users: sporadic- and non-riders.
Real-time data allows you to identify these users by segmentation, and to define cohorts based on usage patterns. After you define campaign goals and incentives for each segment, rely on the optimization algorithm to take care of the rest. It applies A/B testing, uses channel cascades, and sets delivery timeframes to continuously improve the effectiveness of messages for each individual user.
Channel Cascades for effective marketing messages
By stimulating mobility habits, you set your service up for success. Regular messages keep your scooter sharing service top-of-mind. This will drive utilization, increase user loyalty and ideally turn users into brand ambassadors, further propelling your operations forward.