Discover how ADA's strategic ABCD testing and optimizations boosted UOB app performance by 15%, driving +84% MoM logins and 3.68% conversions.
UOB TMRW, the digital banking platform by UOB designed for the digital generation, aimed to achieve lower funnel conversions. The campaign focused on encouraging users to complete their first login on the app, ultimately leading to funded accounts and credit card approvals. A multi-channel approach was executed via Google Ecosystem (Google UAC and Google Ads Search), Meta App Campaigns and Programmatic channels to drive lower funnel conversions.
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Strategy
Our strategy transcended basic installations by assuming media risk through ADA's engagement on a pay-per-conversion model for user acquisition campaigns. We implemented web-to-app tracking, directing ad clicks to our website for users to explore product details and offers before seamlessly transitioning to the app for in-app actions. Unlike traditional A/B testing that examines only two variables, our approach employed ABCD testing, allowing comprehensive evaluation across multiple key variables (KVs). This method provided a nuanced understanding of optimal creatives and audience segments. Through rigorous analysis and real-time performance insights, we identified and optimized the most effective KVs and ad copy, resulting in outstanding conversions and click-through rates (CTR%). Our strategic adjustments yielded an overall performance improvement of +15%.
Results
Delving deeper into the 'first login' events, we witnessed an average MoM increase of 700 users logging the first time into the UOB app, showcasing improvement of +84% average MoM. Despite changes in payable events, ADA maintained a commendable conversion rate (3.68%) against the benchmark (3%), showcasing adaptability and strategic prowess in navigating challenges for optimal campaign performance.
Awards
- Gold in Excellence in Performance Marketing at Marketing Excellence Awards 2023
- Gold in Excellence in Personalization Marketing at Marketing Excellence Awards 2023
- Silver in Best Mobile Advertising Strategy at Mob-Ex Awards 2023
- Silver in Best App Install Campaign at Mob-Ex Awards 2023
