About the company
The service offers on-demand, both instant and pre-ordered rides that are also pet-friendly and emphasizes regular car chemical cleaning.
Launched in July 2023, the company has experienced consistent growth in orders and revenue from day one. Their initial results were already staggering:
- Achieved a 4x increase in monthly orders since January 2024, with an average monthly growth rate of 10%
- Loyal customers take more than four rides each month on average
- Apps boast a 4.8-star rating on app stores
- Every week, 500 new users start using the app
- Remarkably, 50% of app downloads come from tourists
Challenge
From the start, the company has successfully identified its niche, achieved product-market fit, and demonstrated steady growth. With all processes established and optimized, the business was well-positioned to scale.
Their next challenge was growth in customers, orders, and drivers, which required a strategic marketing effort. The client’s team began by testing promotional channels, opting for a gradual approach to identify and invest in the ones that attract real customers effectively. Onde Digital Marketing Agency for App Store Optimization services and marketing services.
Solution
App Store Optimization (ASO)
We used App Store Optimization (ASO) to improve app visibility in search results and attract organic users.
ASO included regular stages:
- Keyword collection (we chose unbranded keywords due to the high level of competition for branded ones)
- Localization (Armenian, English, Russian)
- Testing different screenshot options
For screenshots, we focused on ecology and offered exclusively electric car services. This proved both innovative and timely, as the rapid growth in EV demand in Armenia in recent years confirms we chose the right path.
We also emphasized the main pain points for passengers in Armenia, which are dirty car interiors, rude speech of drivers when talking on the phone, and dangerous driving style.
On the main screenshots, we’ve highlighted:
- That electric taxis are not as expensive as people think, indicating the minimum price.
- Drivers’ politeness and professionalism
- Happy hours, when trips are even more profitable
- New and comfortable cars
- Local nature of the app
We used screenshots that were the most effective as a result of A/B testing.
Digital marketing
We used paid customer acquisition via Google Ads to deliver high-quality users through ads on YouTube, Google Search, Google Play, and a network of Google partner mobile websites and apps.
From April 25 to May 9, we ran a two-week Google App campaign targeting Android users. This platform is highly effective for app promotion, as it enables businesses to reach potential customers across Google’s network, including Search, Google Play, and YouTube.
The campaign followed a pay-per-click (PPC) model, meaning we only paid for actual results, such as clicks, app installs, or in-app actions like sign-ups or bookings. For this pilot campaign, we prioritized app install volume to drive maximum traffic within a limited budget.
Results
The company showed the highest volume of daily new users and orders since January 2024.
- +10% in initiated orders/day (May vs April)
- +6% in finished orders/day (May vs April)
Key factors of success:
- Choosing Onde - a taxi platform that provides ASO and marketing services and helps with launching apps on app stores
- A niche market strategy with a clear point of differentiation
- Consistency in positioning
- A deep understanding of its core target audience, focusing on meeting their needs and delivering highly anticipated benefits
- A gradual approach to growth: from achieving product-market fit to scaling operations
- Testing promotional channels and making smart investments
