We analyze the value of direct booking, assessing its impacts on operational efficiency, traveler satisfaction, and business profitability for bus companies.
In the digital age, the bus transportation sector faces a crossroads in its sales strategy: should companies focus on encouraging direct bookings or rely on ticketing agencies? This dilemma is crucial, as each method presents unique advantages and particular challenges.
Direct booking allows bus companies to control the traveler's experience, from ticket purchase to after-sales service, while maximizing their profit margins by avoiding third-party commissions.
On the other hand, ticketing agencies offer a consolidated platform with broad visibility and access to a diverse audience. In this article, we will explore the value of each approach, analyzing their impacts on operational efficiency, traveler satisfaction, and business profitability.
Value of direct booking when buying a bus ticket
When we discuss the primary value of direct booking, versus travel agencies, the benefits of passengers and bus companies must be considered. To do this, we will break down how each benefits from direct booking when purchasing bus tickets.
According to José Luis Landaeta, Head of Customer Success at Reservamos SaaS, the value for the bus companies and the traveler is as follows.
For bus companies
Cost reduction: they save costs by not paying commissions to OTAs, and they can also increase the margin of each transaction with actions such as round-ticket sales.
Data: data collection remains within the brand, i.e., they can access and consult any information needed at that moment and not depend on a third party to send you information that may be filtered in a certain way.
Liquidity: to have their income directly and not depend on the OTAs to send them the sales according to their policies. In their direct channels, the money goes directly to their bank accounts.
Experience: the brand knows and knows all the traveler's behavior within its own online sales channel, and even in other channels, such as the ticket office, which allows it to offer an experience that meets its service standards.
For the traveler
Price: direct sales have the best price because the traveler can save money. By buying directly on the site, you avoid commissions and markup (additional fees) that OTAs usually charge.
Promotions: you may find promotions that are only available on brand pages. For example, some brands send anniversary promotions exclusively on their direct channels.
Booking or purchase management: consumers have a better experience in direct channels since they have more customization in routes, preferred schedules, and seat selection. In addition, customer service is simpler when it comes to a purchase within the direct channel. Changes and cancellations are easier to process since they are in direct contact with the brand.
Loyalty: when buying directly with the brand, they have access to loyalty programs that generate benefits not found in other channels.
Regarding the management of revenue from the sale of bus tickets in agency versus direct channel, the main difference is that in direct sales the revenue falls directly to the brand's accounts.
With this, the companies have the daily settlement of sales, so they can have their financial strategy adequate to their cash flow, plus the profit margins are higher because they avoid paying the high commissions that OTAs have.
Advantages and disadvantages for a company that markets its digital ticketing through an OTA
In the digital age, selling bus tickets through online travel agencies (OTAs) has gained significant popularity, offering both advantages and disadvantages for bus companies. On the one hand, OTAs provide an established platform with a wide audience and global reach, which can result in an immediate increase in sales and visibility.
However, relying on OTAs can also imply several challenges, such as reduced profit margins due to commissions; loss of control over the direct relationship with the traveler; potential conflicts in price management and promotions; and above all, one of the most important, limited access to data on traveler behavior, which hinders the possibility of converting that advantage into strategies that drive growth, such as the creation of new functionalities or updates to eCommerce, in line with market trends, the traveler and new technologies.
Based on the experience and knowledge of the Customer Success area of Reservamos SaaS, led by José Luis, we share with you the advantages and disadvantages for a bus company marketing its digital tickets through an online travel agency, offering a comprehensive vision for companies to make informed decisions about their sales strategies.
Advantages
Disadvantages
Audience access. Participating in an additional distribution channel has greater reach, all OTAs have traffic that can help you reach more travelers.
Costs and commissions. OTAs often charge high commission percentages, which can affect the company's margins.
Advertising. OTAs have a high marketing spend (usually), which can help the brand become known or strengthen its position in the market.
Financial dependence. A high dependence on sales through OTAs can result in a significant part of your revenue being subject to these commercial conditions (payment terms).
Comparison. In OTAs, travelers can easily compare which is the best option, so sometimes they can help the brand that is better positioned in terms of price and departure options.
Competition. The competitive nature of OTAs can result in a price war, seeing all the brands together and looking for the same goal of having the best price, unleashing this war.
Synergies. With OTAs, it is possible to create packages that can benefit the brand by offering transfer + hotel or other services.
Loyalty. It is difficult to generate loyalty to your brand with so many options shown. The traveler only generates loyalty to the OTA or to whoever has the lowest price and not to your brand.
Limited personalization. The brand loses control of how information is presented and the traveler's shopping experience.
Low rates of innovation. Leaving the management of your eCommerce to an OTA or keeping only the presence in this external channel results in a technological slowdown for your company and a competitive disadvantage in your market.
Role of promotions and offers in the choice between direct booking and travel agencies
According to José Luis, if in the direct channel bus companies have a differentiated (better) price and also offer an adequate shopping experience with excellent after-sales service, the balance is increasingly tipping towards direct purchase where the traveler has 3 important aspects in his favor: price, experience and control of his booking.
Promotions and special offers can influence the traveler's perception of value, making one option more attractive than the other, based on the additional benefits offered. In addition to value, travelers can review where they have the best experience, control of their booking, and after-sales service to make the purchase. - José Luis Landaeta, Head of Customer Success at Reservamos Saas.
What steps should bus companies take to promote direct bookings?
In order for bus companies to optimize their sales and strengthen their relationship with their travelers, it is crucial that they implement a number of strategies focused on direct bookings.
Implementing these strategies not only optimizes direct sales but also improves the traveler experience and strengthens the competitive position of bus companies in the market.
José Luis shares some essential actions that all companies should be taking.
Dynamic pricing: Provide exclusive pricing for direct bookings, incentivize advance purchases through a pricing strategy, activate discount codes in special seasons, and adjust prices in real-time based on demand and other market factors.
Additional benefits: Include additional benefits for direct bookings, such as priority boarding, and preferential seating for direct channels only.
Loyalty programs: Implement loyalty programs that reward travelers for direct bookings by accumulating points that can be redeemed for future discounts or additional services. This increases retention rates and the base of loyal travelers.
Digital marketing campaigns: Use digital marketing to drive traffic to the official website, including social media advertising, SEO, SEM, and email marketing campaigns.
User education: Communicate to travelers the benefits of booking directly, such as lower prices, exclusive offers, and better customer service.
Retargeting:Implement retargeting strategies to engage travelers who visited the website but did not complete a booking or abandoned the shopping cart.
Price transparency: Communicate final prices clearly and transparently, emphasizing that direct sales avoid surprise charges.
Competitive pricing: Ensure that prices in the direct channel are competitive with those offered by OTAs (at least 10% lower in the direct channel).
Exclusive offers: Create exclusive offers and packages available only through direct booking.
Data analytics: Use data on traveler behavior in the direct channel to better understand traveler preferences, develop personalized marketing strategies, and improve the traveler experience.
Feedback and improvements: Collect feedback from travelers on their direct booking experience and use it to make continuous service improvements.
It is important to recapitulate the importance of having control of the direct channel when selling bus tickets online. Especially with the help of specialized technology such as that offered by Reservamos SaaS, because in this way, companies will be able to offer greater personalization to travelers about routes, preferred schedules, and seat selection, i.e., the components of the search.
Here is a summary of the main advantages of personalization:
Improved user experience: Having control over the sales platform allows the company to continuously improve the user interface and experience, making it easier to navigate, book and manage trips.
New product development: With direct access to customer data, companies can identify emerging trends and demands, enabling them to develop new products and services that better meet their customers' needs.
Rapid testing and adjustment: Direct selling allows companies to test new offerings and adjust them quickly based on customer feedback, accelerating the innovation cycle.
Exclusive promotions: By selling directly, companies can offer exclusive promotions and discounts to their customers, incentivizing direct bookings and building a loyal customer base.
Personalized promotions: Companies can create customized promotions and discounts for different customer segments, optimizing revenue and customer satisfaction.
Digital marketing: With direct access to customer data, companies can develop more effective digital marketing campaigns, using advanced segmentation and targeting techniques.
Differentiation from the competition: By innovating in their own sales channel, companies can differentiate themselves from the competition through unique features and a clear value proposition.
Through the direct channel, companies can also take control and make decisions for constant innovation in terms of improving their eCommerce and data usage.
At Reservamos SaaS we maintain a constant pace of innovation in the solutions that make up our technology ecosystem. For example, our Product Designer team completely revamped the search system in our partners' eCommerce, which benefited bus companies that use this service by prioritizing their direct sales channel.
In another case, by having control of the data through the direct channel, is that Marketing Automation strategies can be generated with the help of solutions such as ReservamosONE, an intelligent system that unifies a user's interactions with the different sales channels (online and offline), to create personalized pricing and marketing strategies.
Companies that decide to sell tickets directly online can implement personalization strategies on their platforms, offering recommendations and promotions based on the customer's history and preferences.
We answer your questions about Revenue Management so that you can learn how to optimize your revenues and maximize profits in a competitive industry.
In such a competitive industry, revenue optimization is an undisputed priority for any business. In this context, Revenue Management emerges as a fundamental strategy to maximize profits and ensure financial sustainability.
However, this concept may be unfamiliar or confusing for many. That is why this text aims to address the most frequently asked questions about Revenue Management, offering a clear and concise overview of its fundamentals, applications, and benefits.
For this, Camilla Brugali, Revenue Management Product Manager for Reservamos SaaS, answers the most frequently asked questions, from basic definitions to a strategic vision of revenue management, explaining how this discipline can transform the bus sector and lead it to success in a dynamic and changing industry.
1. What is Revenue Management?
Revenue Management is a strategy that aims to maximize a company's total revenue.
Having a Revenue Management strategy consists of using your company's sales performance data, data from your main competitors, and other market variables to predict consumer demand by optimizing price.
Price optimization is based on dynamic pricing, which is predicted based on the predictability that data will provide from the customer's perception of the value and availability of the offer at a given time.
Revenue Management is the ideal practice, especially for industries that have a perishable product, high fluctuations in demand, products that consumers may want to buy in advance, and, mainly, competitors that charge lower prices than the market average (low-cost competitors).
Moreover, in the current market dynamics, where the same product is sold in several sales channels, whether physical points of sale, eCommerce, or OTAs Marketplaces, Revenue Management is the strategy that can help identify the right price for each sales channel and, with the support of technology, do it massively.
In short, Revenue Management can be summarized in the following phrase: sell the product or service at the right time, to the right customer, at the right price.
2. What is the main objective of Revenue Management in the bus sector?
The main objective of Revenue Management is always to maximize total revenue, considering factors such as demand, capacity, and costs.
Based on data capture and analysis, Revenue Management aims to anticipate customer behavior, adapt the prices of products or services, and manage availability to optimize revenue.
In other words, historical analyses of demand and profitability are expected to support decision-making strategically and massively, avoiding premises that do not take into account internal and external data.
3. How do they provide accurate and agile answers on market behavior to anticipate pricing and inventory strategy?
Technology plays a fundamental role. A Revenue Management system, such as Reservamos SaaS, allows massive and automated monitoring of what competitors are doing and the company's sales performance. With the data collected, the Revenue Management system allows visualization of indicators and metrics of the company and its competitors.
The simplified visualization of data in one place allows the company to act assertively and nimbly, based on accurate information.
On the other hand, technology can help even more. The Revenue Management system, through technologies such as Artificial Intelligence and machine learning, learns from the data. That is, the system can support you with alerts and suggestions for price changes so that the company does not miss any opportunity.
4. Can lowering or raising prices represent a loss for bus companies?
No. The Revenue Management strategy consists of working with dynamic pricing (raising prices or lowering prices). This pricing flexibility is based on supply and demand for a given product or service. In other words, increasing prices when demand increases and reducing prices when demand is low.
Price variation is the basis for understanding the customer's perception of value and propensity to buy. Let's not forget that different people are willing to pay different prices for the same product; that is where the opportunity lies.
Every price change suggested by the Revenue Management practice takes into account the main objective: to maximize total revenue. In other words, lowering a price at a given moment does not represent a loss, since it is an isolated event within a broader pricing strategy, with price decreases and increases.
For example, dynamic pricing, for a product that can be purchased in advance, is a great opportunity to attract new customers and generate a sense of urgency to complete the purchase.
5. How does Revenue Management help to give the right price for a bus ticket?
The Revenue Management strategy helps by suggesting the best price for a given customer at a given time. This price is set based on current demand and market conditions.
With this, we can understand that the right price is given considering a deep analysis of historical data and real-time competitor data.
6. Does a bus company require a specialized team in Revenue Management for the implementation of the Revenue Management System?
A large or specialized team is not required to implement a Revenue Management system. However, it is necessary to have a person responsible for working on the system and who can act on prices.
To ensure the execution of a Revenue Management strategy, daily monitoring is necessary. Revenue management is a daily exercise. It is necessary to monitor the company's sales performance and the behavior of competitors, to find opportunities.
This can be done with the support of the Revenue Management System, which will do it automatically and alert on opportunities.
On the other hand, it will not work to implement a system without someone responsible for observing price change opportunities and acting accordingly. The person responsible for pricing in the company must have total autonomy for continuous price changes because that is the basis of Revenue Management practice.
7. Are there risks in implementing a dynamic pricing strategy in a bus company?
The success of Revenue Management is based on revenue maximization. Given this, there are no risks for a company when working with dynamic pricing, since prices in a Revenue Management practice are determined through historical data and market data. These are decisions based on data intelligence and predictive mathematics, it is a science.
8. What does the Revenue Management System solution consist of?
The Reservamos SaaS Revenue Management System consists of two modules: Competitor Monitor and Revenue Management.
The Competitor Monitor module allows companies to monitor and receive alerts on the price and occupancy behavior of their main competitors.
The Revenue Management module allows companies to set the optimal price for all their inventory and through all sales channels.
9. Is there any implementation required to adopt the Revenue Management System?
For the Revenue Management System to work we need to integrate it into your sales channels and inventory management system and be able to effectively change the price of the tickets, depending on the initial configuration. We guide our partners through the whole process and use of the tool.
For the Competitor Monitor module, there is no need for any integration, you simply need to inform the competitors you want to monitor.
For the Revenue Management module, integration is required, via API, with the company's inventory system and sales channels. In this way, the Revenue Management System will be able to modify prices automatically and monitor the results of each pricing strategy executed.
10. What is the best season to test the Revenue Management System to get better data and results?
Today is the best time to start working with the Revenue Management System. This system will help your company maximize revenue through dynamic pricing.
Whether in a period of high demand or not, Reservamos SaaS is ready to support your company in the implementation of the Revenue Management System.
Throughout this text, we have explored the most frequently asked questions about Revenue Management by addressing questions about implementation, benefits, and potential risks.
Also, it is important to reiterate the need for technological tools such as the Reservamos SaaS Revenue Management System, which facilitates informed decision-making and the effective execution of Revenue Management strategies.
In short, Revenue Management emerges as a useful tool for maximizing revenue and ensuring financial sustainability in an increasingly dynamic and demanding business world. Adopting this practice is not only an option but a necessity for companies that aspire to stand out and thrive in today's competitive landscape.
We tell you how the Reservamos SaaS Product Designer team works to redesign the search widget in the eCommerce of our partner bus companies, and how we measure its success.
At Reservamos SaaS we develop technology that drives the evolution of online sales channels for bus companies. This is to offer intelligent, personalized, and secure shopping experiences.
To provide these experiences it is necessary to be in constant search of a functional, intuitive, and personalized design. This is where our Product Designer team, made up of UX/UI design professionals, had a hand in completely revamping the search system on the eCommerce platform, focusing on user experience and technical efficiency.
Every aspect, from the interface to the enhanced functionalities, was meticulously redesigned to provide our partners' users with a faster, more intuitive, and personalized search experience.
An intuitive interface implies clear navigation and an attractive visual presentation that effectively guides the user to their goal. - Jair Pérez, Lead Product Designer at Reservamos SaaS.
A redesign based on data and analytics
The Product Designer team previously conducted a benchmark that involved analyzing the functionality, usability, and aesthetics of similar components from other companies, to identify best practices and trends in design and functionality.
This analysis was not only limited to travel sites but to any product that might have some functionality they were interested in at the time. This is a constant practice within the team, which reviews applications to detect if any component is interesting to apply in the bus sector. This is done to improve the quality of the design.
One of the most outstanding features of the search widget is the advanced customization of the widget. Now, the destination field suggests cities based on the user's origin, which streamlines the search process. In addition, it learns from the user's preferences to suggest anticipated routes, improving the efficiency and relevance of searches.
When we talk about an optimal personalized experience, we mean that the user makes the product his own and can interact with it more simply and effectively. - Jair Pérez, Lead Product Designer at Reservamos SaaS.
The redesign was not only limited to visuals, we also worked on code optimization to improve loading speed, implementation of caching technologies to reduce server response times, and responsive design practices to ensure a consistent experience on different devices and screen sizes.
Constant monitoring for success
As part of the follow-up to the launch of the new search widget, the Product Designer team focused on measuring the average time it took the user to perform a search, user feedback, and analysis of browsing behavior to identify areas for improvement. This allowed for data-driven adjustments to continuously optimize the search experience and ensure a better experience with the bus company's eCommerce.
The metric to track is how long it takes a user to perform some task. In this case, how long it take the user to perform the search from the moment they enter the home page. - Jair Pérez, Lead Product Designer at Reservamos SaaS.
According to Jair, the personalization improvements they made helped them complete this task in less time. Now they know what route the user might be looking for to display that preloaded information, so the user only has to choose the day he/she is interested in traveling.
Leaving aside that each functionality has a specific objective, we could say that the main thing we are looking for is that the user can understand and interact with our design. - Jair Pérez, Lead Product Designer at Reservamos SaaS.
Part of the Product Designer team's job, before it goes into production, is to see what they expect from the new release and what metrics will tell them that their redesign is working. Once some time has passed, the product team analyzes that data to make corrections or terminate it. In addition, an important point is that they are always on the lookout for what users think of the product, through the survey they are shown at the end of an online purchase of a ticket.
Through this work methodology, the Product Designer team remains committed to continuous improvement, using key metrics on user behavior in our partners' eCommerce sites, and feedback from travelers, to identify areas of opportunity and make pertinent adjustments.
Our focus at Reservamos SaaS is to understand and adapt to the needs of travelers and bus companies, to maintain agile rates of innovation, and to offer solutions that simplify and enrich the online bus ticket purchasing experience, thus ensuring the digital success of our partners.
Reservamos SaaS drives learning value with spaces created for your team members to share ideas and acquire new knowledge.
Reservamos SaaS is a technology ecosystem created to drive the digital growth of bus companies. In that sense, continuous learning and exploration of new technologies are key to staying current and being more productive.
As part of continuous learning, members of the Reservamos SaaS Technology team have proposed initiatives to share knowledge and foster new skills. These are the Growth Afternoons, which are aligned with one of our four core values which is learning. With this value, we aim to take advantage of every challenge or project to develop a new skill or improve it. We learn fast to grow faster. Three other values accompany the learning value and together guide our mission and vision: creativity, resilience, and empathy.
What are the Growth Afternoons at Reservamos SaaS?
The Growth Afternoons —an initiative proposed by Elias Matheus, CTO at Reservamos SaaS— arose with the objective of providing a space dedicated to learning and exploring Artificial Intelligence (AI) tools, in order to streamline the software development process and be more productive.
Initially, the growth afternoons were mainly oriented to the Technology team but were later opened to the entire organization. These are conducted through the Google Meets tool so that all team members, regardless of their location, can join for an hour during working hours on Thursdays.
The sessions began with technical talks led by the Technology team but eventually branched out to include discussions of past work experiences, visions, and insights from team members.
In addition, product demonstrations and discussions about internal initiatives were introduced, such as power-ups, which are internal projects proposed by members of the various Reservamos SaaS teams that can be useful internally in the company.
As the initiative has evolved, it has become a space for sharing knowledge and practicing soft skills, such as communication and teamwork. Although participation in the activities is not mandatory, everyone is encouraged to take advantage of this opportunity to grow professionally and contribute to collective learning.
It is optional because, in the end over time, we agree that learning cannot be forced. You have to be in the creative mode to learn or explore something new. That's why we continued to do what we had planned at the beginning so that everyone could decide how much time to dedicate to this value of learning. -Walter Méndez, Tech Lead and one of the organizers of the Growth Afternoons at Reservamos SaaS.
Objective of the Growth Afternoons
The main objective of this initiative, according to Walter, is to share information and knowledge among all Reservamos SaaS members. As such there was no target number of people joining the session. When the People team joined the follow-up, the average number of people connecting was 35.
Another goal was to add people who were not just from the Technology team and so the discussions and power-ups were added, to enrich our knowledge and capabilities as a company.
Our talks are at the level of any other talk out there. Any talk we have already given, we can perfectly expose it to the general public. As long as we are careful not to share confidential information. -Walter Méndez, Tech Lead and one of the organizers of the Growth Afternoons at Reservamos SaaS.
Importance of the Growth Afternoons
According to Walter, at the Reservamos SaaS level, creating a space to exchange opinions for anyone to join is extremely valuable. It allows us to meet people from other teams and interact by sharing opinions and knowledge.
It's about getting to know each other a little better and sharing knowledge. It's a way in which we learn from each other's learning capabilities. -Walter Méndez, Tech Lead and one of the organizers of the Growth Afternoons at Reservamos SaaS.
Walter shares that this space is ideal, in addition to sharing knowledge, to overcome fears so that people can go to other spaces to give talks or participate in communities to share their opinions. The valuable thing is that they can be heard and listen to other people.
I would love it if people would dare to take on these new responsibilities that are not obligatory. It would be great if they would join us to give a talk. -Walter Méndez, Tech Lead and one of the organizers of the Tardes de Crecimiento at Reservamos SaaS.
Ultimately, the Growth Afternoons have proven to be a valuable resource for fostering continuous learning, sharing knowledge, and strengthening the community within the company. Through this initiative, a space has been created where all members of Reservamos SaaS can learn, grow, and contribute to the success of the organization.
Discover how Reservamos SaaS, through its Core product team, implements technological innovations in the bus sector with the help of the A/B Test methodology.
Developing new functionalities within a technological solution involves analyzing different factors, such as user behavior, market trends, best practices in UI/UX, and adoption of new technologies, among others.
At Reservamos SaaS we work to provide innovation for our partners in each solution implemented in their companies. To do so, we have a Core product team to work on new functionalities within the eCommerce platform.
The Core product team is in charge of adding different innovations within the roadmap of the bus companies with Reservamos SaaS as a technological partner.
Within its development process, this technology squad launches tests of those functionalities, to ensure their success, provide a better service to travelers, and increase the bus companies' revenues.
Our Core product team is working to bring additional functionalities to our partners' roadmap, resulting in more innovation than they are demanding. -Óscar Jiménez, product manager at Reservamos SaaS.
The A/B Test methodology enables the Core product team to evaluate two variants fairly under a controlled population segment.
It speaks very well of a company that implements this type of methodology. We are unbiased when making a decision. You put two variants in the competition and evaluate which one performs better. -Óscar Jiménez, product manager at Reservamos SaaS.
The Reservamos SaaS Core product team stands out for its commitment to continuous innovation and constant improvement of the functionalities offered to its partners in the bus sector. Implementing the A/B Test methodology emerges as a fundamental pillar in this process, enabling an impartial and accurate evaluation of the new features introduced in the technological ecosystem.
What is A/B Test?
The A/B Test, also known as the A/B test or split test, is a methodology used in digital marketing and data analysis to compare two versions of an element, such as a website, a mobile app, an email, or an ad; to determine which one is more effective in terms of reaching a predetermined goal, such as conversions, click-through rates or sales.
In an A/B test, the audience is randomly divided into two groups: the control group, which views the original version (A), and the test group, which views a different version (B), which may vary in a specific aspect, such as the color of a button, the text of an ad or the layout of a page. The groups' results are compared to determine which version generates better target metric results.
This approach is crucial for enhancing user experience and making data-driven decisions in the digital world. It helps us determine which modifications are more impactful and result in better outcomes, enabling us to refine our strategies and achieve better performance over time.
Through the A/B Test, a fair comparison between variants is achieved, which facilitates the identification of those that generate better performance and, therefore, a more satisfactory experience for end users.
This data-driven approach optimizes user experience and supports informed decision-making and continuous strategy improvement at Reservamos SaaS.
How is the A/B Test applied in Reservamos SaaS?
A couple of weeks ago, the Core product team launched the redesign of the results screen displayed when a user searches for bus tickets in our allies' eCommerce.
One of the main changes to the screen is that seats are shown when there is a sense of urgency, i.e. when there are less than 6 seats available.
For this new functionality, the Core product team worked with the help of the A/B Test methodology to evaluate the results of the redesign. For example, Óscar says that when they tested this functionality they had 50% of users who could see the new results screen and the other 50% with the old version of the screen.
Here what we were interested in measuring was, out of that number of people, how many went on to an attempt to buy, i.e. I am interested in choosing a travel schedule for the funnel process. -Óscar Jimenez, product manager at Reservamos SaaS.
In this experiment, according to Oscar, the number they were most interested in measuring was the percentage of users who completed a purchase. "He also mentions that this methodology is useful in eliminating biases like seasonality. For instance, conducting the A/B test during the peak season helped remove any bias regarding the reasons why one variant may be better than the other."
The value of the A/B test is that it removes biases so you can determine when a feature you changed performed better or worse. We achieved excellent results with our A/B tests of the new improvements. -Oscar Jimenez, product manager at Reservamos SaaS.
Before conducting an A/B test, the Core product team aligns with partner companies to ensure they are informed of the methodology and metrics. From the first day of the launch, the data is monitored and its evolution is communicated to the bus companies.
One of the defining qualities of the Core product team is our willingness to try new things and implement significant alterations to the funnel or product. This is done to improve or understand which hypotheses can be improved. Beyond the result on the results screen, the A/B Test allows us to experiment in a safe and reliable way. -Óscar Jiménez, product manager at Reservamos SaaS.
Why is it important to perform an A/B Test?
According to Oscar, the importance of the A/B Test is that it allows the Core product team to perform a fairer analysis of the performance and success of a functionality.
You should perform the task simultaneously, under identical conditions, and among a well-defined and segmented percentage of users. -Óscar Jiménez, product manager at Reservamos SaaS.
Bus companies that lack robust technology teams can benefit greatly from implementing A/B testing. Rápido Ochoa is an example of a company that has taken advantage of new functionalities such as the search widget, with recommendations of recent searches, the autocomplete feature, and the new results screen.
For them, it is a very positive evolution. With this, we can democratize the functionalities of all our partners in Mexico, Brazil, Colombia, and Peru, ensuring that A/B tests have an impact on everyone. It is recommended to conduct A/B tests in other markets, even if the functionality is the same. -Óscar Jiménez, product manager at Reservamos SaaS.
In summary, the A/B test is an effective tool for continuous improvement and a great example of how technology and collaboration can drive growth and innovation in the bus industry.
