6×
More first order via Messenger compared to ads that click to app
80%
Decrease in cost per first order
4×
More purchase via Messenger compared to ads that click to app
COMPANY
Uber Eats is an online food ordering and delivery platform, operating in over 6,000 cities across 45 countries.
INDUSTRY
Food & Beverage
USE CASE
Private loyalty offers & coupons
Acquire new customers and increase customer LTV with personal deals and coupons sent directly on messaging apps.
MESSAGING CHANNELS
SOLUTIONS USED
Click to Messenger ads
Take your Facebook ads to the next level with Messenger.
Retargeting messages
Send personalized offers and notifications to convert high intent users.
Entry points
Click to Messenger ads, social posts, owned and offline channels.
RESULTS
6×
More first order via Messenger compared to ads that click to app
80%
Decrease in cost per first order
4×
More purchase via Messenger compared to ads that click to app
CHALLENGE
Uber Eats' messaging strategy solves the major challenges mobile apps face with rising app install campaign costs and low activation rates
It’s hard to maintain efficient customer acquisition campaigns for mobile apps.
Install costs are rising for social campaigns, and getting people to actually order after they download the app is difficult. Apple’s App Tracking Transparency framework also makes collecting customer signals for targeting more difficult.
So how did messaging help mobile app marketers at Uber Eats connect with their audiences and drive more efficient app acquisition?
Customer signals
Collect first party data signals to improve segments, targeting and campaign optimizations.
Ad fatigue
Engage in a two way conversation that adds value before driving towards app downloads.
Ongoing engagement
Convert users in persistent thread to drive installs and beat low notification opt-in rates for app notifications.
App uninstall
Reach contacts directly even if they uninstall your app and win back users with personalized offers.
New audiences
Grow new seed audiences and activate younger customers on their preferred channel.
CUSTOMER JOURNEY
Uber Eats nurtures an ongoing relationship with each app user based on individual preferences to accelerate acquisition and retention
Here’s an overview of the Uber Eats customer journey from start to finish.
It shows you how to send audiences into Messenger from Facebook ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Acquire users
with paid ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert users
by sending personalized offers to segmented users in a private channel.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement.
5 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
DATA CAPTURE
Uber Eats captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Engaging and qualifying customers in chat with a guided experience helps Uber Eats capture zero party data on their preferences. They use this to personalize the buyer journey in real-time and send a private offer.
Below is an example of how Uber Eats structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Customer profile
Basti Flick
First seen: September 20, 2022
Source: Click to Messenger Facebook ad
Source: Click to Messenger Facebook ad
IMPACT
Uber Eats achieves 6x more first order and 4x more purchases via Messenger compared to ads that click to app
Uber Eats managed to solve significant mobile app challenges with a Messenger bot. The company used paid and social entry points to acquire new app users, by directing them into a one to one Messenger chat.
After engaging new users on Messenger to understand their needs, Uber Eats sent personal offers and coupons to incentivize app installs.
Personalized offers and coupons encouraged app installs and orders. Uber Eats achieved:
- 6x more first order via Messenger compared to ads that click to app
- 80% decrease in cost per first order
- 4x more purchase via Messenger compared to ads that click to app
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