How we increased user retention rate of instamart by 30%
Goals, tasks, stages
The global goal
Make instamart the leader in the segment of delivery service from hypermarkets
KPI
CR into order – 7%
CPO – 3000 ₽
Stages
- Launch the app on the market; receive a maximum possible number of installations and first orders
- Advertising campaigns optimizations, quality improvement of the audience and return coefficient of the users
Advertising campaigns
Geo
- Moscow, Saint Petersburg, Yekaterinburg, Kazan
Audience
- Age range 23-55 years old
- Facebook, Instagram, Audience Network
Campaign’s specifics
- Promo code coupons for the first order
- Free delivery for the first order
- “15% off the first order! Offer is valid for 3 days”
Current advertising campaigns analysis
- Users are strongly motivated by the promo code coupons, discount, offer, and make only one purchase order
- It is possible to single out audience segments that made further purchases
- Direct correlation of CPR and advertising materials message
- The highest result show creatives with products and prices in the app interface
Perspective switch in the advertising materials
Audience segmentation
Lookalike campaigns in Instagram + advertising materials
After advertising campaigns optimizations
Moscow, Saint Petersburg, Kazan, Yekaterinburg
- Installs – 35 000+
- CPI – 90 ₽
- CR into order – 6.8 %
- CPO – 1 629 ₽
- Retention Rate – 36 %
Rostov-on-Don
- CR into order – 8 % (x4)
- CPO – 1 320 ₽ (x4.7)
- Retention Rate – 40 % (x3.6)
Krasnodar
- CR into order – 6.2 % (x1.5)
- CPO – 1 500 ₽ (x2.3)
- Retention Rate – 38 % (x3)
Annual user dynamics
Retention rate booster
CRR growth throughout the whole working period in all regions – 30%
Client’s review
“Predictive analysis and initiative in coming up with original creatives allowed our business to grow many-fold. Sometimes it is worth stepping away from strict guidelines and point out those visual solutions that really work”.
Artyom Krasnenkov
Head of Digital Marketing, Instamart
