1. When BlaBlaCar noticed a cohort of users were searching for a solution to their travel needs but then leaving before they completed the booking process, the company realized it was time to close the gap. Just like retailers who drive results by prioritizing abandoned carts, BlaBlaCar identified this audience set as a high priority to reach and nudge them to finalize their booking.
2. The team aligned on a channel mix that they planned to use to encourage users to return to their booking. This mix included email, push notifications, and some thoughtfully-deployed webhooks.
3. With Braze as their partner, BlaBlaCar’s product and marketing teams could leverage Canvas Flow, an intuitive customer journey builder that enables easy orchestration and execution. Its drag-and-drop interface and seamless integrations make it easy to compose and customize messages according to each stage of the customer lifecycle. Audience segmentation, reporting, and analytics built into Canvas Flow enable teams to track performance and prove the impact of their efforts in real time.
4. Canvas Flow, which was released in 2022, enabled BlaBlaCar to create Canvases they couldn’t have created before. When they initially build out their abandoned cart journey, the team realized that users weren't progressing the way they'd expected—but the introduction of action paths, part of Canvas Flow, allowed them to design a flow that matched their goals.
5. Within Braze Canvas Flow, the team was able to adapt each message to an individual user based on where the members abandoned their booking. Let’s say someone was in the app considering a trip. In Canvas Flow, custom event properties make it possible to retrieve information from the flow regarding the steps carried out by the members and then use that data to personalize copy in an email or push notification. Some of the event properties they identified for this program included:
Users who booked their trip
Users searching for a carpool / visiting a carpooling ride
Users searching for a bus / visiting a bus ride
All remaining users who did not all under the parameters above
6. Crafting the right message is only half the battle—to be as effective as possible, it’s important to ensure that the outreach has up-to-the-moment relevance for the user. Using action paths, BlaBlaCar was able to hold users in a segment for a specific time (i.e. 1 hour) until they performed a given action, such as completing a booking.
7. If a user didn’t complete their booking within that time, they were routed down the path to 3 remaining audience segments and received a different flow of personalized messages. Action paths can be as granular as your marketing requires: This particular action path ensured that when BlaBlaCar sent a message to a customer encouraging them to finalize their booking, it didn’t say that individual was looking at a booking "minutes ago" when they were actually browsing hours earlier.
8. For users who entered the carpool or bus booking flow, they received an email and a push urging them to book their ride that pulled in the location of where they were searching, providing a more compelling, customized experience.
9. Using Canvas Flow, it’s possible to create more complex Canvases in less time and to iterate more easily and frequently. Now, when BlaBlaCar creates a Canvas, they know they can control specific components with more granularity instead of relying on trial and error to get it right.
10. How they iterate: The possibility of adding an experiment path at all levels allows BlaBlaCar to run additional tests if needed, then quickly choose the winning version and delete the test step afterwards.
11. How they save time: Action paths and audience evaluation allows the team to be more confident, and spend less time on manual testing and QAing. They also don’t have to waste time on finding workarounds or checking random users to see if they received the right step at the right moment.