MakeMyTrip to launch new features to boost its mobile app-user engagement
Keeping users coming back to the app and building loyalty, especially in more lucrative segments like hotels and vacations, is key for travel firms facing cut throat competition.
Keeping users coming back to the app and building loyalty, especially in more lucrative segments like hotels and vacations, is key for travel firms facing cutthroat competition. MakeMyTrip competes with Cleartrip and Goibibo.
As part of strategy to drive app usage, the company has put all other development work on hold and asked its engineers to focus on `Tap', a project aimed at im proving mobile experience.
“Deep (the MakeMyTrip founder) asked me to try and get the buying experience down to just two taps of the screen,“ said Anshuman Bapna, company's chief product officer.
“We put all our other work on hold, like making changes to the desktop, for two weeks to create a new user experience.“
Bapna said in the past nine months, the company has retrained most of its engineers in mobile development and is already seeing the improvement. MakeMyTrip said it now gets more than half of its traffic through its mobile site, up from 21% a year ago. Some of its clients have booked vacation packages worth Rs 2.5 lakh through the mobile site, it said.
Hotel bookings through the MakeMyTrip mobile application rose 1,021.9% year-over-year in the fourth quarter and by 694.8% in FY16.
The company is also looking at launching new features to boost engagement.
In the past few months, the company has launched an ontrip assistant, Jeeves, named after the uber-efficient valet in PG Wodehouse's books.
“It will work a little like Google Now. Gives you information on whether your flight is delayed to notifying the hotel you have booked that you are arriving when you are 45 minutes away. It's a reason to have people keep coming back to the app,“ Bapna said.