That time our new CRM strategy increased cvr 30%

Story time!
In some markets at Delivery Hero, the churn of new riders was notably high during the initial weeks. Through our innovative automated CRM approach, we improved the activation cvr by 15-35%.

User research showed a big part of churn happened due to users' unfamiliarity with essential app features and how to leverage them. To address this, we revamped the activation experience to be more empathic and educational within the app. As development takes some time, we created a mock UI using CRM to validate our assumptions.

Upon first login we deploy multiple full-screen In-App messages to guide new users through a visually engaging story, focusing on key features like shift scheduling and planning. We also share tips and tricks on interacting with restaurant workers to streamline the pickup experience. This information was also made available for all new joiners on an FAQ website.

Our onboarding CRM system celebrates milestones such as reaching 50 or 100 orders, or a full week of work. These celebrations were combined with further education like ’top 5 things to know’ or ‘3 most useful settings’. If users took longer to achieve a milestone, we provided extra encouragement and guidance to ensure their success.

The onboarding journey was automatically adjusted based on user adoption speed and tailored additional education and encouragement as needed.

By integrating empathy and technology, we not only improved activation rates but also demonstrated our commitment to user success. By understanding user needs and utilising CRM effectively we reduced acquisition budgets and increased LTV. As well as creating opportunities in a positive and engaging way for our 1.2M delivery workers around the world.

—
Looking to optimise your communications?
I offer freelance marketing services.

Let’s connect to discuss options.