A charger that is used twice as much earns roughly twice as much margin on the same investment. That is why utilisation, the share of time a charger is actually delivering energy, is the single most important number in a charging business. Many sites that look unprofitable are not badly located; they are under-used for reasons the operator can fix.
This guide lists twelve practical tactics, grouped into four areas: being found, being usable, being attractive and managing with data.
- Drivers cannot use a charger they cannot find or a charger that does not work. Visibility and uptime come first.
- Open access through ad hoc payment and roaming widens the pool of potential customers.
- Pricing, idle fees and fleet contracts shape when and how much the charger is used.
- Measure utilisation per connector and per hour to see what actually changes.
How to measure utilisation
There are two common definitions. Time-based utilisation is the share of hours a connector is occupied or charging. Energy-based utilisation compares kWh delivered with the theoretical maximum (power × hours). For business decisions, the simplest and most useful metric is kWh sold per connector per day, tracked by site and by hour. Our article on charging profitability shows why this number drives payback.
Be found
1. List every charger on maps and apps
Most drivers find chargers through navigation apps, car manufacturers' route planners and charging apps. Make sure each site appears with correct location, power, connector types, price and opening hours. Wrong or missing data costs sessions every day.
2. Publish live status
Drivers prefer chargers whose availability they can see in real time. Live status feeds, including the national access point data required in the EU, turn "maybe" into a visit. Accurate status depends on reliable OCPP connectivity; see our guide to connector statuses.
3. Make the site visible on the ground
Clear signage from the road, marked bays, lighting and directions from the car park entrance matter more than many operators expect, especially at retail and hotel sites.
Be usable
4. Maximise uptime
Every hour offline or faulted is lost revenue and lost trust. Drivers who find a broken charger once often do not return. Monitor connectivity and faults continuously, fix software issues remotely and agree fast response times with maintenance partners. Our OCPP error codes guide explains how to diagnose faults quickly.
5. Offer ad hoc payment
A driver who needs an app or membership card before charging may simply drive on. Contactless card payment or a QR code payment page removes that barrier. For public chargers in the EU, ad hoc payment is mandatory under the AFIR regulation.
6. Join roaming networks
Roaming lets drivers use their existing app or card from another provider at your chargers. It instantly exposes your sites to many more drivers. Our guide to OCPI explains how roaming connections work.
7. Fix the small frustrations
Short cables that do not reach charging ports, chargers that require a restart, unclear instructions and blocked bays all reduce successful sessions. Review failed and very short sessions every week to find these issues.
Be attractive
8. Price competitively and transparently
Drivers compare prices in apps. A clear per-kWh price that sits sensibly within the local market wins more sessions than a confusing tariff. Our guide to pricing EV charging covers the method.
9. Use off-peak pricing to fill quiet hours
Lower prices in quiet periods can attract taxi drivers, delivery fleets and residents who are flexible about when they charge, while protecting margin at peak times.
10. Keep chargers free with idle fees
A car that blocks a charger after finishing prevents the next session. Fair, well-communicated idle fees increase turnover at busy sites.
11. Sign fleet and partner agreements
Taxi and ride-hailing operators, delivery companies, car-sharing services and local businesses can bring predictable daily volumes. Offer contract prices, reserved time windows or dedicated RFID cards.
Manage with data
12. Review utilisation by connector and hour
Look for patterns: connectors that are always free while others queue, hours of the day with no use, sites where sessions fail frequently. Act on what you see, for example by moving a charger, adding signage, changing a tariff or adding capacity where queues form.
| Symptom | Likely cause | First action |
|---|---|---|
| Low use despite busy location | Poor visibility or missing app listings | Check map data and signage |
| Many very short sessions | Payment or authorisation problems | Review rejected authorisations and logs |
| One connector always unused | Fault, short cable or awkward bay | Inspect on site and check status history |
| Queues at peak, empty off-peak | Demand concentrated in time | Time-of-day pricing, fleet contracts |
| Falling use over months | New competitor or reliability issues | Compare prices, uptime and reviews |
Frequently asked questions
What is a good utilisation rate for a public charger?
It depends on charger type and costs. Many DC sites become viable at around 8–15% time-based utilisation, while AC chargers usually need longer daily use because each session delivers less energy per hour.
Why is my new charging station not being used?
The most common reasons are that drivers cannot find it in their apps, it requires a specific app or card, it is often offline, or it is placed where EVs do not stop. Check these before changing the price.
Does roaming really increase usage?
Yes. Roaming makes your chargers visible and usable to drivers of other networks without new apps or cards, which typically increases sessions, especially at sites with passing traffic.
How quickly does utilisation grow at a new site?
It usually takes several months as drivers discover the site and local EV numbers grow. Plan for a ramp-up rather than full utilisation from day one.
See utilisation, uptime and revenue per connector in real time, and act on faults before drivers notice. Explore Üreticy OCPP software or contact us for a demo.