Around 42 pc of newly signed up users globally make a transaction in the first month on travel apps, while the corresponding number for the Indian market is 60 pc, finds a benchmark study by customer engagement platform CleverTap.
This is markedly lower than fintech’s 95 pc and foodtech’s 65 pc (both global) sign up to conversion rate, note the study’s authors.
Of all the users who sign up globally, 80 pc do so within 31 seconds of launching the app for the first time. Among Indian users, 88 pc who sign up do so within 7 seconds of first launching the app.
CleverTap analysed 17.9 billion push notifications, 3.8 billion emails, 919.1 million in-app messages, and 64.17 million monthly active users (MAUs) across Asia-Pacific, Europe, India, Latin America, Middle-East and North America for the study.
Among Indians surveyed, users were found to launch their travel app around eight times a month, against a global user average of 12 times a month.
While the average open rate of emails from travel companies among Indians was 31 pc, the corresponding figure globally is 35.17 pc.
Among Indians, 9 pc of newly signed up users complete more than one transaction in the first week. Globally, 13 pc of newly signed up users make repeat transactions in the first week, it was found.
The click through rate for in-app notifications at 25 pc among Indians (vs 22.8 pc globally) was about five times more than that of push notifications.
Jacob Joseph, VP – Data Science, CleverTap, said, “With more than a billion travel app users today, brands must emphasise retention more than ever. Sometimes a slight nudge here, a small reminder there may be enough to get users to complete unfulfilled transactions or re-engage with the app. But to maximise customer lifetime value in the long term, marketers need to be agile and identify weak spots within the app’s metrics proactively.”
