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Discover How S’more Increased the Onboarding Completion Rate to 85% with MoEngage and Amplitude

  • Updated: 29 June 2022
  • 4 min read

Love, at First Sight, Belongs to the Past. The Future is All About Meaningful Connections.

Have you ever wondered how to find love in the world of superficial dating apps? The good news is…now you can. S’More has re-invented the dating experience to liberate singles from superficial swiping and empower them to create meaningful relationships starting with real connections.

Imagine a relationship app that starts with getting to know a person before swiping on them. Where character is considered before physical attributes, and where profiles are evaluated on the basis of common interests, opinions, and values. You’ve just described S’More, a next-gen app built to provide daters with a totally interactive way of getting to learn more about a person before evaluating them on the basis of appearance.

Meaningful Connections Start with Personalized Experiences

S’More encourages customers to engage with fun content, discover matches based on the things they like, and then move to 1:1 chat where they can unlock photos and other visual content. With more than 350,000 customers, S’More is the fifth most recommended dating app in the App Store and one of the fastest-growing new dating apps in the country. The brand also produces the #1 celebrity dating show on Instagram with more than 10 million views.

“Personalization is very important to our community, and unfortunately most singles apps are cookie-cutter, and lack the ability to personalize the experience. MoEngage’s ability to use real-time cohort data to drive specific activity on S’More is unique. Reaching the right customers, with the right content, at the right time is paramount for a robust customer relationship strategy and when done correctly helps to scale a network effect business like S’More seamlessly,” said Adam Cohen Aslatei, CEO of S’More.

3 Secrets of Creating Personalized Experiences

Reaching the right customers with the most relevant message at the time and channel that is most convenient for them is crucial for creating personalized experiences. S’More was not only exploring ways to keep their existing customers engaged, but also to create a great onboarding experience for newcomers. The team partnered with MoEngage and Amplitude to better understand its new vs existing customers based on their profile details and app activities, and then engage them using personalized messaging.

   1. Everyone on Dating Apps is Not the Same!

Have you ever heard the statement that everyone on dating apps is the same? Dating apps, like other social platforms, attract diverse individuals with unique interests and preferences looking for fun, love, and connections. That is why it’s important to capture the uniqueness of each individual with the right data and insights. This allows brands to reach the right consumers, with the right message, at the right time in order to connect in a more meaningful way. S’More had a unique idea to focus on an individual’s personality initially than on appearances, enabling customers to create profiles showcasing their personalities using three dimensions. This information highlighted individuals' characteristics on the app, which allowed customers to discover their right match. As a result, they were able to enhance the customer onboarding experience with personalized flows, which not only encouraged customers to complete their profiles and prevent churn but also increased the completion of onboarding by 15%. Thanks to the integration with MoEngage and Amplitude S’More was able to re-engage 40% of customer cohorts with Amplitude-MoEngage campaigns.

   2. Now is a Good Time to Connect…But There is Always a Better Time Than Right Now

We all have unique preferences when it comes to engagement with brands, either through in-app before our morning coffee or checking email during an afternoon break. Reaching all customers at the same time through the same channel will not adapt to their time and channel preferences and brands will lose the opportunity to engage them at the most convenient time and channel for each individual.  S’More celebrated the uniqueness of each customer with voice notes, music tracks, videos, social media, etc. that could be added to their profiles by newcomers and used to improve personalized experiences at the right time and on the best channel. Personalized communications across Push notifications, Emails, and SMS which allowed them to better educate customers about S’more and drive retention helped them reach a 65% uplift in App Engagement Time.

   3. You Can’t Make Customers Fall in Love at First Sight with Generic Content

Creating emotional connections starts with knowing your customers, their interests, preferences, and what excites them. Having insights into customers' interests based on their past interactions, but also future propensity to engage with a given content, makes it easier to engage them with exciting creatives. S’More created exclusive video content on their app and allowed their customers to discover other singles organically based on shared content preferences. S’More has been using customized in-app communications which helped them grow new feature adoption as well as engagement and content consumption. With MoEngage, S’More increased app engagement by 20-30%, fueling customer retention. What is more, thanks to the partnership with MoEngage and Amplitude S’More was able to increase the onboarding completion rate to 85% with MoEngage’s campaigns based on Amplitude’s cohorts.

Find a Perfect Match for Your App!

“MoEngage and S’More are perfectly matched when it comes to understanding the importance of personalization,” said Raviteja Dodda, co-founder and CEO of MoEngage. “Our proprietary AI engine Sherpa helps app makers like S’More delight their customers with tailored recommendations and offers based on their preferences, behavior, demographics, interests, transactions, and more. S’More is an example of a disruptive new company that is using our technology to redefine their industry, and we’re proud to work with them.”

MoEngage and Amplitude partner to help consumer brands sharpen their customer engagement strategies through a data-driven approach across the user lifecycle. Amplitude is the leading product intelligence platform that helps companies use their customer data to build great product experiences for systematic business growth.

Learn more about the MoEngage and Amplitude partnership, how S'More leveraged both platforms, and discover how we can empower your success by visiting www.smoredate.com, www.amplitude.com, and www.moengage.com.

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About The Author
Irmina Myszkowska leads product marketing for North America at MoEngage. Irmina is a marketing & product strategist with +10 years of international experience designing and executing multi-channel, innovative marketing strategies in organizations ranging from technology start-ups to multinational Fortune 500 companies. Irmina’s interests range from business to technology and she holds an MBA, Msc in Marketing, MSc in Computer Information Systems, and MSc in Data Analytics.
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