20% increase in intercity orders
Adikteev’s retargeting strategy drove a 20% increase in first-time intercity rides, making the most of our existing user base and reinforcing engagement across service types. Testing in India proved particularly valuable, with high conversion rates at a low cost, giving us a clear path for expanding the strategy in other markets.
Takeaways for On-Demand Apps
- Encourage Cross-Vertical Engagement: If your app has a variety of different offers, retargeting can introduce existing users to additional app services, increasing lifetime value by guiding users to explore relevant features beyond their initial use case.
- Test in Cost-Effective Markets: Start with testing retargeting strategies in regions with low CPI and CPM to optimize conversion rates and refine approaches before scaling to broader campaigns.
- Maximize UA Investments with Retargeting: Treat retargeting as an essential follow-up to user acquisition—not just an add-on. By re-engaging users post-install, you can make the most of your UA efforts, driving higher retention and guiding users toward valuable actions.
About InDrive
As a leader in intercity transport, InDrive operates across many verticals, including city rides, intercity transport, courier services, and freight delivery. We spotted an opportunity to boost engagement in the intercity segment by retargeting existing users who’ve already made one city ride in India and Pakistan—two high-growth markets with large audiences. By focusing on transitioning city ride users to the intercity category, we increased usage across the app’s offerings, making it a go-to transport solution for multiple needs.
Strategic Insights
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Encouraging Vertical Cross-Use with Retargeting: By targeting users who had made recent city ride purchases, InDrive saw higher usage of intercity services, maximizing the app’s value to each user and increasing lifetime value.
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Testing as a Growth Strategy: India’s low cost-per-install (CPI) and lower CPM rates made it an ideal testing environment for app retargeting. We experimented with and refined the strategy before rolling it out on a larger scale. We found that encouraging users to try new verticals can yield high conversion rates with minimal additional spend.
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Guide users with Retargeting: InDrive’s success in India and Pakistan underscores the importance of retargeting as a complementary strategy to user acquisition. While acquisition in these regions can be cost-effective, retargeting ensures that you make the most of initial UA investments by encouraging users to explore additional services. This approach drives repeat use and enhances overall user retention.