Case Study | Mobile App Retargeting
Re-engaged Users Increase Purchases
Company Overview
Lemonade is a tech-driven insurance app
Lemonade offers homeowners, renters, and pet health insurance built for the 21st century, protecting the stuff customers own at home and everywhere else.
Powered by tech and driven by social good, lemonade reverses the traditional insurance model. They emphasize transparency and simplicity by taking a flat fee, paying clams fast, and giving back what’s left to causes that customers care about.
Challenge
Lemonade’s challenges and reasons for utilizing ReAppi’s retargeting approach stem from the need to encourage both new and existing users to purchase an insurance package.
Therefore, the goal is to increase user purchases while also lowering eCPA to ensure it is below $40 per purchase.
Solution
• Retarget users who made a quote in the last 7 and 15 days.
• Retarget users who answered one question in the last 7 and 15 days.
• Re-engage installers who installed the app and never registered.
• A/B test creatives to ensure the right ad is being shown to the right user, and test call to actions (CTAs) for optimal results.
Results
Through the use of ReAppi’s retargeting mechanisms, including user segmentation and personalized rich dynamic retargeting ads, the total number of purchases increased by 14% which successfully met the goal of increasing user purchases.
Furthermore, the eCPA was lowered by 45% within 60 days.
