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Chalo is a free app that tracks buses live and provides mobile ticketing solutions for bus tickets and bus passes.
It provides an affordable, hassle-free experience for Indian commuters with live tracking of over 15,000 buses in 21 cities, and has more than 10M+ users.
How Chalo uses Plotline
Over the last 6 months, the product and growth teams Chalo have launched 30+ campaigns on Plotline, with the aim of improving multiple crucial metrics like pass booking rate and adoption of welcome offers (to boost retention).
Campaign 1: Improve the # of repeat bus bookings for long-term retention
The team wanted to increase the number of bus bookings and encourage users to keep coming back for more.
They launcheda bottomsheet to highlight the possibility of “90% savings” on Chalo bus rides.
The campaign resulted in 14% uplift in the top-of-funnel / unique CTR for the offer, compared to <2% CTRs that are typically seen with push notifications.
"Communicating with our users inside the app is extremely critical for us, as we don't send out many push notifications. In the past, we've built in-app comms ourselves, but this is very time consuming and drains engineering resources. Plotline has been an indispensable tool that helps us create a variety of in-app campaigns without engineering effort."
Campaign 2: Increase the # of new users who book their first bus ride
Chalo wanted to simplify their onboarding for new users to prevent early drop-offs.
They decided to implement a guided Spotlight to adopt welcome offers for encouraging users to book their bus rides.
- Trigger location: On the homepage
- Audience: New users who open the app for the first time.
There was a 31% uplift in users who booked their first ride after seeing the Spotlight.
Campaign 3: Improve # of users who purchase premium passes
When a user purchases passes, two metrics are significantly improved:
(1) Long-term retention
(2) User lifetime value
Chalo decided to quickly launch a native widget showcasing the “pass purchase” option.
The team saw a 14% uplift in the TOFU for premium pass bookings