How Rapido Boosted its User Onboarding Experience and Increased Daily Signups by 16%
Rapido is a mobile-only platform which facilitates booking of two-wheeler taxis for intra-city commute. When we onboard new users onto the platform, we capture their identity using their mobile numbers to register on the application and to facilitate further engagement with them.
But then, we faced multiple drawbacks with our onboarding process in the early stages and we had to hustle our way through multiple alternatives that could make this journey smoother and hence, finally be able to provide users with a single-click login, seamless experience.
Problem Statement
With the initial set-up of Google and social media logins, we noticed that we were losing almost 11–15% users on registration. There was a gap that our team could identify and aimed to speed up the onboarding process to address the same.
The primary obstacle included the OTP verification which is done via SMS, and can lead to untimely failures and inefficient user experience.
We figured that -
- The OTP verification process was affecting our daily registration numbers
- Took longer for the user to register which resulted in high drop-offs
- Frustrating experience resulting in non-returning users
How we did it
After figuring out the problem statement, we tried out multiple ways to address the issue at hand.
Email and Social Media Logins
Email login was replaced with social media logins in order to reduce the effort of manually typing the email ID. Apart from privacy concerns that arise from social media logins, we also realised that internet penetration is still a long way to go in India and people may or may not have an email ID but they sure have a phone number. We did not want to restrict any set of users from coming on our platform, hence we came to conclusion for a mobile-only login.
OTP Callback and Retriever API
To address the OTP failure issues in mobile number logins, we included a fallback call feature. Here, the user receives a call in case of an OTP failure, ensuring that the user stays on the platform. Further, we also integrated Google’s latest SMS retriever API to verify our users by SMS without making them deal with verification codes. This did help us slightly, but still did not solve the purpose in entirety.
Here’s when the Truecaller’s SDK was adopted and integrated on our platform.
We knew that Truecaller is widely used and has a pool of over 150 million users in India, with mobile numbers already verified.With their SDK integration, it becomes much easier to verify and register users with a single click, eliminating any need for OTP verification. With no need to manually enter the mobile number, or any other details, this SDK helped us address our issue the best.
And the results say it all
Our users now simply use their Truecaller verified mobile number for a quick, one-step signup and login experience, basic profile being auto-filled and no waiting for SMS for OTP verification; thus ensuring a smooth first-time experience
Truecaller Adoption Rate at 51%
With Truecaller SDK’s new number verification flow , more and more people started adopting Truecaller one-click login with seamless registration process.
Increase in Daily Registrations by 16%
While people started adopting Truecaller’s one-click login, we noticed a significant decline in the install to registration drop offs as well.
With a jump of a significant 16% in successful and verified sign-ups, the drop offs were down to 4%.
Truecaller SDK ensured that the onboarding process remains seamless and the user sticks to the app for the utility it provides, eliminating other hurdles which affect the user experience.
Rapido Bike Taxi is disrupting the last mile connectivity for the people in the ever growing road congestion problem. Making daily commute easier for people, it also provides an opportunity for people with a two-wheeler to become a rider on the platform and earn some extra money in their spare time.
