The Problem

Lyft, a global mobility platform, was preparing for the nationwide launch of its Women+ Connect program, an initiative designed to enhance choice and comfort by allowing opted-in women and nonbinary drivers and riders to match with greater frequency.

While marketing efforts had successfully driven a surge in new driver applications for this program, Lyft identified a critical bottleneck: a significant number of applicants were not completing the requisite steps to become active drivers.

To ensure a successful rollout of Women+ Connect and maximize the impact of acquisition spend, Lyft needed to improve conversion from application → working driver within this key population. 

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The Solution

To help increase conversion rates and activate more drivers, Lyft partnered with GetScale to implement a proactive outbound recruitment campaign using calls and SMS. GetScale focused on engaging applicants through timely, one-on-one outreach designed to motivate applicants, address individual questions, build trust, and clarify the steps needed to get on the road.

The outreach strategy specifically targeted new applicants eligible for the Women+ Connect program, aligning operational execution with Lyft’s broader goals. GetScale’s trained agents helped applicants understand the program benefits, navigate onboarding requirements, and complete the final steps necessary to become active drivers.

To quantify impact, Lyft and GetScale ran an A/B test, comparing outcomes of drivers who received GetScale outreach against those who did not.

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The Results

The partnership yielded measurable and compelling results:

• 23% relative increase in conversion from application → working driver among applicants who received GetScale outreach.
  
  
• New Source of new incremental drivers with no changes to recruitment marketing spend or applicant volume.
  
  
• Nationwide program rollout to bolster the launch and sustainability of the Women+ Connect program.
   

Based on these results, Lyft continues to work with GetScale to explore additional cohorts, channels, and strategic opportunities to drive activation and retention across its US driver base.