Fintech Innovation – Case Study

Driving Adoption of Trading Platform for Retail Investors

Project description

Background

The client’s new mobile app, designed for retail investors to trade financial instruments, struggled to gain momentum. Users found it difficult to complete onboarding and consistently engage with key features, resulting in low app retention and stagnant growth.

My role was to implement a data-driven, multi-channel strategy to boost app adoption and trading activity.

process

This section outlines each stage of the project.

Research & Planning

Conducted a thorough user behavior analysis to identify specific drop-off points within the onboarding funnel. This included tracking user data through the onboarding flow, surveys, and app usage patterns to better understand why users were disengaging.

Additionally, I performed competitor analysis and user persona mapping to align the product’s features with audience expectations and needs. Crafted a clear roadmap to improve user journeys based on this research.

Strategy & Prototyping

I developed a comprehensive multi-channel marketing strategy to increase user acquisition and engagement. This included:

Email and Push Notification Campaigns: Tailored content based on user behavior, such as incomplete registrations or disengagement after app download.
Social Media Advertising: Campaigns aimed at new users, featuring tutorials and demonstrations of the app’s key features. Paid search and social ads focused on attracting new users and retargeting those who dropped off.
In-App Messaging: Utilized behavioral triggers to nudge users toward exploring core features like automated trading strategies.
Localised Promotions: Utilized popular holidays in highly profitable regions to incentivize users towards taking the first step.

I also integrated product marketing efforts, working closely with the product team to highlight underutilized features and improve the in-app experience.

Implementation

Utilizing CRM automation via Marketo, I set up a sequence of personalized nurture emails and push notifications. Users were segmented based on their in-app actions, enabling us to deliver targeted content that aligned with their specific needs.

For broader acquisition, social media ads and paid search campaigns directed users toward app download pages, with messaging that emphasized the app’s unique driven capabilities. Our product team also implemented a in-app tutorials and a shorter sign-up journey to streamline onboarding, making it easier for users to complete the registration process and begin trading.

Testing & Optimization

Throughout the campaign, I performed rigorous A/B testing of the marketing messaging and onboarding flows. Emails were tested for open rates and conversions, while in-app messages were optimized based on engagement rates. Regular feedback loops helped us refine the approach and scale the most effective strategies.

Solution

The solution centered around improving user engagement and retention through a mix of product enhancements and personalized marketing campaigns.

Behavior-Driven Nurture Campaigns

Emails and push notifications were strategically deployed based on real-time user actions, bringing back users who showed signs of dropping off.

Onboarding Overhaul

In-app tutorials and shorter registration processes encouraged users to complete their onboarding.

Testing & Optimization

Features like the latest market activities and improved sign up journey were prominently showcased to demonstrate the app’s value to users.

Results

Significant Growth in App Downloads

The app’s download rate increased, attributed to the targeted multi-channel campaigns that directed users to the app store.

Improved Onboarding Completion

The onboarding completion rate saw an increase, with more users successfully setting up accounts and exploring key features.

Higher Trading Frequency & Volume

By improving the onboarding flow and utilizing personalized content, the app’s trading volume and frequency increased , with users engaging more consistently with the platform’s features and promotions.

Uncover The Full Story

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