Bolt: Used WhatsApp sign-up journey to boost driver registrations
40%
increase the number of drivers completing registrations after starting the process
With Infobip solutions: – Bolt is a transportation platform providing ride-hailing, micro-mobility, and food delivery services. Headquartered in Tallinn, Estonia, Bolt operates in more than 45 countries across Europe, Africa, Western Asia, and Latin America. More than three million registered drivers and courier partners serve around 150 million customers.
Challenge
Ride-hailing company Bolt aims to boost conversion through driver registration journey
The global success of ride-hailing company Bolt has much to do with its thriving community of more than three million registered drivers and courier partners. Expanding this community is key to Bolt’s growth and success. So it was keen to make the driver registration process as easy as possible in the hope that more drivers would complete it. The existing registration involved a five-stage website form.
According to analytics, drivers were most likely to abandon the process when they were asked to upload their driver licenses. Efforts to re-engage them using channels such as email and SMS had little success and required a lot of manual effort from customer support agents. What’s more, emails are often ignored or lost among busy inboxes. And many non-digital natives don’t regularly use the channel. Bolt knew how popular WhatsApp was among much of its target driver market. It wanted to find a way to use this channel while automating the end-to-end registration process.
Solution
An optimized WhatsApp driver registration process
We developed a simple and smooth driver registration process over WhatsApp Business, powered by our:
- chatbot-building platform, Answers
- cloud contact center solution, Conversations
- omnichannel customer engagement solution, Moments
Now drivers can complete the entire registration process using a chat app they know and trust. A chatbot guides drivers through the entire journey, while live agents are automatically activated to process drivers’ information in the background.
Advanced analytics, powered by Moments, track where drivers abandon the registration process. Automated reminders are then sent to bring them back into the journey.
Meanwhile, agents are on hand to provide additional assistance where needed — leveraging insights from chatbot conversation histories, thanks to the close integration between Answers and Conversations..
Our flexible, cloud-based technologies, working in combination, provide a host of business benefits to Bolt:
- A better experience for drivers: who can quickly and easily complete their registration without needing to contact Bolt staff. The chatbot makes it easy for drivers to upload and send rich media and complete registration outside contact center opening hours. Agents are on-hand to provide additional assistance where needed.
- A better experience for agents: automating customer service across the registration journey minimizes the effort required to convert leads into registered drivers. Agents have fewer repetitive tasks and can process driver information from a single workspace.
- Lower operational costs: WhatsApp is a more cost-effective way to reconnect with drivers. Plus the chatbot helps Blot process a higher volume of registrations.
Results
A 40% driver conversion rate boost
The optimized driver registration journey led to an incredible 40% rise in drivers who complete registration after starting the process. The data-driven approach also gives Bolt the real-time insights it needs to continually improve driver engagement. After a successful trial in South Africa, the solution was scaled and rolled out to an additional eight countries in Africa and Europe.
Bolt is now looking to further optimize the driver registration journey, delivering a localized approach with appropriate channels for each region.
Our solutions and communication channels — from WhatsApp Business Platform to Messenger — offer a range of opportunities to automatically and proactively engage and re-engage drivers.
Infobip helped us improve the way we register and onboard drivers using WhatsApp. We used Answers, Conversations, and Moments to enhance our driver registration process and achieve additional growth in conversions. Together, these technologies mean we can deliver better experiences to drivers and optimize internal processes. Our strong partnership with Infobip helps support the company’s rapid growth.
Yev Baluyeva
Lifecycle Marketing Manager, Bolt
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