Adda247 Uplifts Conversion Rate by 35% Using MoEngage Dynamic Product Messaging | MoEngage

Adda247 Uplifts Conversion Rate by 35% Using MoEngage Dynamic Product Messaging

Increase in tests and quizzes conversation rate
Boost in CTRs for re-engagement campaigns
About Adda247 case-study-brand-logo

Adda247 is India’s largest vernacular test prep platform catering to the learning needs of 50 mn students each year. This multilingual ed-tech platform provides 360-degree learning solutions for all major Indian competitive exams.


Using MoEngage Analytics, we were able to understand and gain insights on user behavior and user funnel. Now with MoEngage DPM, we are able to personalize engagement based on user actions and events. Overall, I would rate MoEngage a 10 out of 10 as it eased the process of personalization allowing our engagement campaigns to be more effective.

Amit Sharma
Team Lead - Growth, Adda247
The Problem
Adda247’s team observed that users from both free and purchased tests and quizzes were dropping off before completion. The team recorded user behavior and user drop-off stages using MoEngage Analytics. However, they had not implemented any engagement strategy to bring dropped users back on their platform.
MoEngage Solution
Adda247 wanted to re-engage their abandoned users and upsell/cross-sell their dormant users. The brand decided to utilize a dynamic messaging strategy using MoEngage's Dynamic Product Messaging feature. The brand also employed MoEngage Flows to create dynamic marketing workflows across multiple channels like email, app notification, and SMS.
Products Used
MoEngage Analytics
Create omnichannel, personalized experiences using AI-powered analytics.
Omnichannel Flows
Create connected experiences at every stage of customer journey across channels using Omnichannel Flows.
Smart Recommendations
Build personalized experiences by driving most relevant product recommendations.
The Result

To reduce app abandonment by paying customers, the team decided to re-engage them using a dynamic messaging strategy. Customer activity data was analyzed using MoEngage Analytics and later segmented. Personalized messaging was then sent out to each customer.

• 35% increase in the conversation rate of tests and quizzes
• 12% boost in CTRs for re-engagement campaigns
• 27% boost in CTR for customers who moved from ‘Product View to Purchase’ funnel stages
• 15% higher CTRs for coupon campaigns

The team used MoEngage Flows to create dynamic workflows across channels – email, app notification, and SMS. Dormant customers were notified with advanced tests and quizzes. For those abandoning activities, a series of communication was sent over a 30 day-period to drive customers to complete them.

The team also triggered custom messages to individual customers based on their activities. With the Dynamic Product Messaging, product catalog was built using MoEngage, higher product details were pitched to them each day for an upgrade over a 15-day period. This boosted CTR by 12% and improved engagement rate.