MoEngage Case Studies Tokopedia Boosts User Retention by 60% with MoEngage Onboarding Automation

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	Tokopedia Boosts User Retention by 60% with MoEngage Onboarding Automation MoEngage

Tokopedia Boosts User Retention by 60% with MoEngage Onboarding Automation

MoEngage

Applicable Functions	Procurement
Use Cases	Time Sensitive Networking
Challenge	Tokopedia, Indonesia's largest online marketplace, was facing a significant challenge common in the mobile app industry - high user churn. Nearly 60% of users were uninstalling the app within the first month of use. The company's objective was to improve first-month user retention by implementing an integrated customer onboarding strategy to activate and engage newly acquired app users. The challenge was to deliver the right message at the right time at every stage in a user's lifecycle to eliminate possible chokepoints or reduce user ambiguity. Read More
About Customer	Founded in 2009, Tokopedia is a unicorn company and Indonesia's largest online marketplace. With a user base of over 75 million active users, the company provides a platform for individuals and business owners in Indonesia to open and manage their own online stores easily and for free. Tokopedia's vision is to build an ecosystem where anyone can start and discover anything. The company was facing a challenge with high user churn, with nearly 60% of users uninstalling the app within the first month. Read More
Solution	To tackle the high user churn rate, Tokopedia turned to MoEngage's onboarding automation and cross-channel messaging. The company identified the various steps in a new user onboarding to brand discovery and automated the process. They used MoEngage Flows to create a series of integrated cross-channel campaigns that targeted users with messages across owned and paid channels such as Push, Email, SMS, and Ad-retargeting. This approach ensured that new users were taken through a series of steps from the first install to the first purchase in a consistent and constructed manner. Read More Log in to view content
Contents

Applicable Functions

Procurement

Use Cases

Time Sensitive Networking

Challenge

Tokopedia, Indonesia's largest online marketplace, was facing a significant challenge common in the mobile app industry - high user churn. Nearly 60% of users were uninstalling the app within the first month of use. The company's objective was to improve first-month user retention by implementing an integrated customer onboarding strategy to activate and engage newly acquired app users. The challenge was to deliver the right message at the right time at every stage in a user's lifecycle to eliminate possible chokepoints or reduce user ambiguity.

About Customer

Founded in 2009, Tokopedia is a unicorn company and Indonesia's largest online marketplace. With a user base of over 75 million active users, the company provides a platform for individuals and business owners in Indonesia to open and manage their own online stores easily and for free. Tokopedia's vision is to build an ecosystem where anyone can start and discover anything. The company was facing a challenge with high user churn, with nearly 60% of users uninstalling the app within the first month.

Solution

To tackle the high user churn rate, Tokopedia turned to MoEngage's onboarding automation and cross-channel messaging. The company identified the various steps in a new user onboarding to brand discovery and automated the process. They used MoEngage Flows to create a series of integrated cross-channel campaigns that targeted users with messages across owned and paid channels such as Push, Email, SMS, and Ad-retargeting. This approach ensured that new users were taken through a series of steps from the first install to the first purchase in a consistent and constructed manner.

Impact #1	The implementation of MoEngage's onboarding automation and cross-channel messaging resulted in a significant improvement in Tokopedia's user retention and conversion rates. The consistent and constructed nature of engagement helped Tokopedia improve new user retention by up to 60% while boosting the first-purchase rate by up to 20%. This not only helped in reducing the churn rate but also in enhancing the overall user experience. The right message delivered at the right time at every stage in a user's lifecycle eliminated possible chokepoints and reduced user ambiguity, thereby improving the overall onboarding process.

Impact #1

The implementation of MoEngage's onboarding automation and cross-channel messaging resulted in a significant improvement in Tokopedia's user retention and conversion rates. The consistent and constructed nature of engagement helped Tokopedia improve new user retention by up to 60% while boosting the first-purchase rate by up to 20%. This not only helped in reducing the churn rate but also in enhancing the overall user experience. The right message delivered at the right time at every stage in a user's lifecycle eliminated possible chokepoints and reduced user ambiguity, thereby improving the overall onboarding process.

Benefit #1	60% improvement in the first-month user retention on the app
Benefit #2	20% uplift in first conversion transactions by new users on the app

Benefit #1

60% improvement in the first-month user retention on the app

Benefit #2

20% uplift in first conversion transactions by new users on the app

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Overview

Tokopedia Boosts User Retention by 60% with MoEngage Onboarding Automation

Operational Impact

Quantitative Benefit