uber vs. lyft - user engagement teardown
TRANSCRIPT
![Page 1: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/1.jpg)
User Engagement Teardown
www.iterable.com
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User Engagement Teardown
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Iterable, Inc. All Rights Reserved 2
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A Quick Word on Iterable
Iterable is a growth marketing and user engagement platform.
• Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support.
• Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown
Iterable, Inc. All Rights Reserved 3
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What is a “User Engagement Teardown?”
We analyze a user engagement over a defined time period post-signup.
• We offer constructive evaluation and feedback.
• We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc.
Iterable, Inc. All Rights Reserved 4
![Page 5: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/5.jpg)
Background on Uber and Lyft
Uber and Lyft are two leading ride-sharing services headquartered in San Francisco.
• Uber, founded in 2009, operates in 560 cities worldwide. Raised $15B, with a valuation of $69B.
• Lyft, founded in 2012, operates in 300 cities in the U.S. Raised $2B, with a valuation of $5.5B.
Iterable, Inc. All Rights Reserved 5
![Page 6: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/6.jpg)
What We Did
Signed up and received messages over 2 weeks between Feb. — Mar. 2017
We escalated activity over time:• Completed user profiles• Downloaded mobile apps• Booked rides with each service• Referred services to friends
Iterable, Inc. All Rights Reserved 6
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On to the User Engagement Timeline…
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User Engagement Timeline
Iterable, Inc. All Rights Reserved 8
Mes
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We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
![Page 9: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/9.jpg)
User Engagement Timeline
Iterable, Inc. All Rights Reserved 9
Mes
sage
sU
ser A
ctiv
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We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
…and the messages we received here.
![Page 10: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/10.jpg)
User Engagement Timeline
Iterable, Inc. All Rights Reserved 10
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
…and the messages we received here.Activities and message types are color coded as shown in this key.
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Now let’s look at Uber and Lyft’s user engagement.
First, Uber…
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The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 12
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
![Page 13: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/13.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 13
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
After creating a new account on desktop, Uber sent two welcome messages via email and SMS within ten minutes of each other.
These messages encouraged the user to download the app.
![Page 14: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/14.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 14
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
Over the next three days, Uber sent two triggered reminders to verify the user’s phone number.
This security measure must be completed before taking a ride.
![Page 15: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/15.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 15
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
As we went through the process of booking a ride, Uber sent a verification code via SMS to
confirm the mobile number.
![Page 16: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/16.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 16
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
Each time we booked a ride, Uber sent transactional receipts.
These emails included a map and the user’s referral code.
![Page 17: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/17.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 17
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
We also received a blast email about a specific product feature.
This message informed us how to share our trip status with friends.
![Page 18: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/18.jpg)
The Uber User Engagement Timeline
Iterable, Inc. All Rights Reserved 18
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
Lastly, we sent our referral code from the mobile app to some friends
via SMS. This action didn’t trigger any communications.
![Page 19: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/19.jpg)
Now let’s look at Lyft’s user engagement…
![Page 20: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/20.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 20
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
![Page 21: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/21.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 21
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
Lyft did not welcome us as a new user until three days after we created an account.
Although the email was designated as part of a “Welcome Series,” a timing error sent the series out of
order. The first touch was email #2 out of 4.
![Page 22: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/22.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 22
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
We then received welcome emails #1 (“Welcome to Lyft”) and #3 (“Explore the Latest Lyft Features”) on the same day.
![Page 23: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/23.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 23
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
The final email in Lyft’s Welcome Series was titled, “Meet the Lyft driver
community.” Its call-to-action was to take a ride with a 5-star driver.
![Page 24: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/24.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 24
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
BookedarideWhile booking each ride, we received an SMS to
inform us that our driver was here. Each message included the specific color and model
of the driver’s car.
![Page 25: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/25.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 25
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
After we booked each ride, we received transactional email receipts with the subject
line, “Your ride with [DRIVER] on [DATE]”
![Page 26: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/26.jpg)
The Lyft User Engagement Timeline
Iterable, Inc. All Rights Reserved 26
Mes
sage
sU
ser A
ctiv
ity
10 11 12 13 14 151 2 3 4 5 6 7 8 90Days fromstart:
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
DownloadedappBookedaride
Referredtofriends
Bookedaride
Much like Uber, Lyft also did not respond to our referral to friends,
either through email or mobile.
![Page 27: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/27.jpg)
Frequency Takeaways
During the two weeks, Uber and Lyft sent the exact number of messages per channel:
• Uber: 6 emails, 2 texts• Lyft: 6 emails, 2 texts
Note: neither service sent push notifications so this channel was not included in our analysis.
Iterable, Inc. All Rights Reserved 27
![Page 28: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/28.jpg)
Differing Priorities
One would expect the two market leaders to be similar in how they start messaging users.
However, it was clear that each service had different priorities:
• Uber sent a single welcome email and then focused on ID verification• Lyft sent out a more comprehensive 4-email welcome series• Neither company emphasized promotional “blast” emails
Iterable, Inc. All Rights Reserved 28
![Page 29: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/29.jpg)
Now let’s look at the message content…
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Iterable, Inc. All Rights Reserved 30
These are three standard Uber messages.
You’ll notice….
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Iterable, Inc. All Rights Reserved 31
Consistent branding with vector graphics
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Iterable, Inc. All Rights Reserved 32
Clear calls to action
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Iterable, Inc. All Rights Reserved 33
An emphasis on the transaction, not the driver.
![Page 34: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/34.jpg)
Iterable, Inc. All Rights Reserved 34
These are four standard Lyft messages.
You’ll notice….
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Iterable, Inc. All Rights Reserved 35
Visually appealing with photography
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Iterable, Inc. All Rights Reserved 36
Clear calls to action
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Iterable, Inc. All Rights Reserved 37
Prioritizing the driver in the messaging
![Page 38: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/38.jpg)
Content Takeaways
Iterable, Inc. All Rights Reserved 38
Each company’s content reflects their business/branding strategy:
Uber: • Focus on the service and the company behind it• Transactional emails emphasize the amount and routeLyft: • Focus on the community and the drivers• Transactional emails emphasize the driver
![Page 39: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/39.jpg)
Recommendations
Iterable, Inc. All Rights Reserved 39
Both companies could improve their:
Onboarding: By sending a well-timed, multi-channel welcome series
Frequency: By sending regular promotional messages
Multi-channel engagement: By coordinating messaging across email, push and SMS to increase overall engagement with the service
![Page 40: Uber vs. Lyft - User Engagement Teardown](https://reader031.vdocuments.us/reader031/viewer/2022021507/58e4b7451a28ab1c1f8b5b87/html5/thumbnails/40.jpg)
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