MoEngage is committed to helping marketers deliver hyper-personalized experiences to consumers. We constantly strive to innovate and build new products that can help marketers build better campaigns and improve their marketing ROI. Mr. Saurabh Pal, Business Analytics Lead at OnlineTyari, and Mr. Rana Vishal Singh, Head of Marketing at Treebo Hotels, tell us how they leveraged upon MoEngage’s Tech Stack to deliver hyper-personalized experiences to their customers.
Saurabh: At OnlineTyari, various segments of people use our platform, from different parts of India and they all have a different set of needs. Broadcasting will not work if we have to cater to this diversity. Personalization and data play an important role here. You may use Google Analytics for detailed reporting, Tableau for visualization purposes, but for a marketer who is creating a campaign, these charts don’t mean much. She needs to see what insights he can get from these charts. That is why marketing has to be data-oriented, and you have to train people for it.
Let me give you an example of how we have transitioned towards data-oriented marketing. We have a created funnels for new users, users who have taken a test since we are a test preparatory platform, and those who have entered the payment funnel. As a marketer, when I see the above chart, I see that 40% of users have actually converted to the second step, and around 75% of users are dropping off in the next step. I know there is something I need to work on, but I still don’t have clarity on what I can do about it. I dig more into the data and look at the cohort. I can then look at the cohort from step 1 to step 2, week-on-week, and analyze the metrics. I find that in the first week of user’s onboarding, the metric is quite stable and improving. However, in the last two weeks, I find it down by 1.02%.
As marketers, we see the simplistic numbers. So, the actionable that a marketer might take would be to improve the first week campaigns based on how it is performing. The second actionable will be to check the second week’s onboarding campaign and analyze if the numbers have got low because of stopping a high impacting campaign. The second cohort is the second to third step conversion. In the first week, I see the cohort is not stable; it is varying. Also, as we progress to the third week or the fourth week, I find the numbers dropping lower. That means my churn is very high or probably I have not started with a reactivation campaign. As you can see, data becomes an important piece for us to look at.
Let’s assume the marketer is trying to start a new campaign using a new flow pattern. The flow works in the way that the user is on board and takes a test. If the user takes a test, the next step in the marketing flow will be to know if the user has taken a second test? If they have not taken a test, then we have to check if they have transacted or not? Basically, have they converted into a paid customer or not. If not, then they need to be informed about the subscription. If they have transacted before, then we can offer them a personalized offer. So, my campaign is driven by what the user has previously done. Using MoEngage we can easily implement personalization at every campaign level and increase our first step conversion from 40% to 46%.
The other thing we do is dynamic segmentation. As soon as the user is on board, she has a different profile. Instead of sending everything to the same user, we analyze the profile of the user. This helps us to drive dynamic segmentation. The third thing we look at is starting with reactivation campaign for the people who are churning off at a later stage. We also look at the CTR. We send personalized notifications to give people the feeling that it is specifically created for them. We sent triggered messages with varied delivery times such as after a timeframe of 3 hours.
We use MoEngage to push the CPI by giving every user different CTAs and landing pages are different for different customers. The third thing, which was the end goal of this funnel was sales. We were able to drive our sales by 400% in a matter of just two weeks of implementation. We were able to serve what the user wanted based on their last activity.
We wanted to bring marketing and analytics in one room and the MoEngage dashboard helps us achieve this. With MoEngage, we are able to grow our business, and transition to a more data-oriented personalized marketing.
Rana, you have been using MoEngage’s full-stack marketing automation tools. How has it helped you in your campaigns?
Rana: We are a beta customer of MoEngage’s on-site messaging. Treebo is a tech-enabled hotel chain with 430 hotels in 83 cities, and the one thing that differentiates us is that we make the experience the core of everything we do. We thought about how we can extend the same experience that our customers get at the hotel to non-stay elements such as the booking process. It has two-fold advantages – one is that the customer will have a delightful experience and will remain loyal to you. It will also give the right ROI on your marketing activity in an extremely competitive space like hospitality.
Quite early in the journey, we realized that we need to hyper-personalize the experience, and we have to do it in our acquisition journey itself. We also think of how we can have a returning customer. Hospitality is a complex process, unlike booking cabs through an app. There is a lot of consideration involved as you look at the hotel, the reviews, the photographs, and then make decisions. It requires multiple site visits. Hence, we realized that until we solve for returning user’s experience, we will not be able to convert really well. We aimed to personalize the experience for the returning user, and this gives us a lot of return for us as well. That is why the use case of a marketing automation tool was an obvious one.
Here’s Rana sharing nuggets on delivering personalized user interactions in today’s digital world.
While we can have a lot of real estates to communicate our offerings, but to completely revamp the product for every single user is difficult. That’s when we started looking for marketing automation partners and chose MoEngage. One of the tools we used was online sticky notifications that helped us to communicate the exact same offer we had done previously through SMS or email or push notification when you visit the site. We added a few experimental features to it like a timer to create urgency. We also had to push the customer to transact with us as it is an involved purchase decision where people are always in a dilemma whether to book now or later. We added exit-intent pop-ups on the website, and we are looking forward to a time delay kind of a pop-up which comes on the m-site. This helps us to satiate the deal-seeking behavior of budget customers who go to multiple platforms to figure out whether a hotel is available at the best price or not. This helps us reinforce that they are getting the best deal and they end up transacting on our platform.
Both of these elements have given us early results. We have seen a 15% increase in conversions. We switched to MoEngage because of the stability it offers in the tech stack. MoEngage was extremely competent in marketing communication, and when we compared their results to the ones we were using earlier, they turned out to be 20% better. We believe the MoEngage team is committed to our solving our resolve to become the most loved travel hotel in India.
Thank You, Saurabh and Rana for sharing your success stories with us. We are glad to be a part of your growth story, and we will strive to help more companies achieve their growth targets through our innovations.