The purpose of this report is to evaluate the effectiveness of the Metrocar funnels, from app download to the first completed ride, and to identify the key stages where users drop off.

The analysis is based on data covering app downloads, user registrations, ride events, payments, and user reviews, segmented by platform and age group.

The findings are intended to support management decisions aimed at improving conversion rates, enhancing the user experience, and increasing the number of completed rides.

Tools & Technologies:

Users Funnel:

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Executive Summary

The funnel highlights a major revenue and experience risk at Accepted → Completed (~ 49 %), where nearly half of accepted trips are not completed. Early-stage friction (Signup → Requested, ~ 30 %) limits user activation, while low engagement after payment (Payment → Review, ~ 30%) reduces feedback and retention. The payment flow itself is fully optimized (100 % conversion).

Key Recommendations:

  1. Protect revenue: Reduce cancellations and failed trips through better ETA accuracy and service reliability.
  2. Increase activation: Simplify onboarding and incentivize the first ride.
  3. Strengthen retention signals: Drive post-payment reviews through lightweight prompts or rewards.
  4. Maintain strengths: No changes required in the payment experience.

Rides Funnel:

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