Adda247 Boosts Conversion Rate by 35% with Dynamic Product Messaging

• Functional Applications - Product Lifecycle Management Systems (PLM)
• Platform as a Service (PaaS) - Application Development Platforms

• Education
• Telecommunications

• Procurement
• Sales & Marketing

• Behavior & Emotion Tracking
• Livestock Monitoring

• Testing & Certification
• Training

Adda247, an ed-tech company with a user base of 20 million, was grappling with the issue of user abandonment. Users who purchased mock tests and course quizzes were either not starting or completing them. The company observed that users from both free and purchased tests and quizzes were dropping off before completion. They recorded user behavior and user drop-off stages using MoEngage Analytics but had not implemented any engagement strategy to bring dropped users back on their platform. Additionally, users who completed previously purchased content were dormant as there was no re-engagement plan in place. Adda247 wanted to ensure that their app users were engaged on their platform. Their goals were to boost upsell by offering advanced tests and quizzes, re-engage dormant or inactive users, and improve engagement with abandoned users.

Adda247, formerly known as Career Power, is a leading educational tech company focused on providing government test preparation training and material. The company's app is an all-inclusive platform offering a compilation of videos, articles, quizzes, eBooks, discussion forums, job alerts, and more. Apart from the mobile app, the company also hosts other platforms such as the Adda247 YouTube channel, sscadda.com, Career Power, bankersadda.com, and ctetadda.com. The company's aim is to offer an education platform for students and candidates that provides ease in learning and enhances skills to allow job security at various departments and ministries of the Government.

Adda247’s marketing team identified the stages at which paying users abandoned the app and decided to re-engage their abandoned users and upsell/cross-sell their dormant users. They chose to continue employing the MoEngage platform for this purpose. The brand analyzed the user activity data using MoEngage Analytics, which helped them to segment, engage, and personalize their re-engagement and upsell strategy. MoEngage’s Dynamic Product Messaging (DPM) helped the brand to easily personalize their messaging for each user. They also employed MoEngage Flows to create dynamic marketing workflows across multiple channels like email, app notification, and SMS. They identified dormant users who have either interacted with free content or purchased premium content and targeted these users by offering them advanced tests and quizzes. They created a lifecycle flow campaign to upsell these dormant users and sent a series of upsell communications over a period of 15-30 days driving users to upgrade their subscription. They also ran a re-engagement workflow to re-engage users who were abandoning activities.

• The implementation of MoEngage’s Dynamic Product Messaging (DPM) and the creation of dynamic marketing workflows across multiple channels led to significant improvements in user engagement and conversion rates. The personalized messaging strategy helped Adda247 in improving its upsell. The brand observed a 27% increase in CTRs. The re-engagement workflow helped to drive users to complete the activity, thereby reducing user abandonment. The brand’s team maintained a DPM catalog with all the active products containing information such as coupon code and discount percentage. Using this catalog, the workflow triggered customized messages based on the individual user’s activity or events. This led to an improvement in click-through rate of 12%, thereby increasing the overall engagement rate.

• 35% Increase in tests and quizzes conversion rate
• 12% Boost in CTRs for re-engagement campaigns
• 27% CTR improvement for users moved from ‘Product View to Purchase’ stages in the funnel