Fishbrain were keen to increase their user retention rate and contacted Phiture to engage their team of retention experts. After conducting an initial audit analysis of Fishbrain’s user engagement and retention, the Phiture team worked with Fishbrain to implement a jointly-developed retention strategy.

During the Audit phase of the engagement, the team at Phiture used Amplitude and Braze to in tandem undertake a comprehensive analysis of Fishbrain’s current retention and engagement. They focused on finding key moments in user behavior that could help predict and influence retention rates. The close relationship and connectivity of Amplitude and Braze were of utmost importance during this phase of the project; The two solutions provide multiple data integration possibilities, including Braze Currents data streaming and comprehensive APIs. The use of Amplitude facilitated Phiture’s diagnosis of the areas for improvement, whereas the Braze platform enabled us to act upon these insights.

Amplitude was also used extensively during this phase to measure the impact of campaign experiments on downstream metrics such as weekly retention and Fishbrain’s north-star metric of ‘catches logged’.  Using Amplitude, we monitor these metrics, as well as downstream retention and engagement for users who received test campaigns versus control groups who were not exposed to the campaign experiments.

By synchronizing user assignments, experiment groups, and control groups between Braze and Amplitude using a webhook integration, they were able to compare users who had received (or been excluded from) experimental campaigns and measure the aggregate impact at the CRM channel and program level. This enabled Fishbrain to continually evaluate the effectiveness of their entire Lifecycle Marketing program.

In addition to running retention experiments, the team worked towards increasing push notification reach with pre-permission, retargeting and win-back campaigns. Phiture’s in-house app studio, Blender, was utilized for automated creation of HTML 5 in-app messages including surveys that were tightly integrated with Braze.

During the project, Phiture significantly improved Fishbrain’s email deliverability by creating a dedicated IP address specifically for Fishbrain email marketing and by implementing a comprehensive messaging series to boost the email domain reputation.

The project delivered a sustained, significant uplift over control in the Braze dashboard on leading ‘input’ metrics such as catches-logged and anglers-followed. Observing aggregate impact in Amplitude through the custom data integration, we saw an increase in weekly retention, peaking at week 6 with +50.6% uplift in W6 retention for users in the treatment group over those in the control group.

Email open rates from Gmail users increased by 1300% and there was a 14.9% increase in paid conversions within a day.

To cap off an all-round successful and hugely insightful project, Phiture was awarded the Best Retention Campaign of 2019 accolade at the App Growth Awards in Berlin.

The team at Invoice Simple approached us with the challenge of scaling the Apple Search Ads channel and improve overall performance by increasing the number of users purchasing a subscription and lowering the customer acquisition costs. They were also interested in how to A/B test creatives.

There was a great impact on performance after extensive testing was carried out. Thanks to a model developed with our data science team, we managed to estimate the best converting keywords for subscription as well as potential impressions per keyword per storefront. This model helped management adjust their strategic decisions on User Acquisition.

Moreover, the team increased the budget from a 5 figure to a 6 figure monthly budget, with the overall spend increasing by 50%. As a consequence of the higher scale, the team increased the number of subscriptions purchased by 51% while decreasing the Customer Acquisition Cost (CAC) by 6% over the first 60 days. The team helped establish CAC targets per market and remain within the established CAC targets per market increasing the Return-on-Ad-Spend for the client.

Our creative A/B testing showed a 13.4% increase in conversion rate from impressions to the first invoice completed. After applying these new creatives in the organic search results, the conversion uptick there followed suit and bumped the search conversion rate up by 15%.

The challenge was to increase the 49.7% push opt-in rate for new iOS users. Push opt-in is a critical metric as it directly affects every other lifestyle metric including activation, engagement and paid conversion. However, iOS users can only see the push authorization once. If this is dismissed, the only way to opt-in again is for the user to turn on notifications in their iPhone settings.

How to keep users consistently engaged with their content. The team at Blinkist was concerned that without guidance, users would feel overwhelmed and not know which book to start next.

The In-App Message had an impressive 90% CTR and as an immediate result of the Retention team’s work, Blinkist saw a 3220% uplift in instances of the recommended book being added to users’ libraries and a 4367% uplift in the number of users who began reading the book. This In-App Message also prompted users to consume more content in general. There was a 6.62% uplift in the overall book add rate and a 6.55% uplift in the overall start rate.

Blinkist continued to use the In-App Message template provided by Phiture to create new In-App Messages, promoting new content and features to their Premium user base. They observed similar impact – which is further testament to the efficiency of In-App Messaging as a channel.

Phiture accelerated users converting to paid subscriptions by driving an average 49% more paid conversions within 1 day. The first round of experiments resulted in a 6% uplift in new user activation. Further iterations resulted in an extra uplift in activation of 20%. Users who received these campaigns were retained by an average of 109% higher than control in Week 1. These innovative features re-activated thousands of deeply dormant users, proving that deep-linking to specific content is highly effective for activation and heightening engagement.