Discover how ADA's strategic ABCD testing and optimisations boosted UOB app performance by 15%, driving +84% MoM logins and 3.68% conversions.
UOB TMRW, the digital banking platform by UOB designed for the digital generation, aimed to achieve lower funnel conversions. The campaign focused on encouraging users to complete their first login on the app, ultimately leading to funded accounts and credit card approvals. A multi-channel approach was executed via Google Ecosystem (GoogleUAC and Google Ads Search), Meta App Campaigns and Programmatic channels. Together with the help of ADA’s Acquisition CPA Calculator, a tool that’s powered by best-in-class AI modeling and 6 years of solid data from past campaigns that we did across 12 markets in Asia, we were able to drive lower funnel conversions for UOB TH with maximum cost efficiency.
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Strategy
Our strategy transcended basic installations by assuming media risk through ADA's engagement on apay-per-conversion model for user acquisition campaigns. We implemented web-to-app tracking, directing ad clicks to our website for users to explore product details and offers before seamlessly transitioning to the app forin-app actions. A key part of this approach was the use of our ADA’s Acquisition CPA calculator, which served as a tool for understanding and optimising campaign performance. By factoring in the client’s objectives, the CPA calculator generated precise cost estimates, enabling us to refine strategies that reduced Customer Acquisition Cost (CAC) while maximising outcomes. Unliketraditional A/B testing that examines only two variables, our approach employedABCD testing, allowing comprehensive evaluation across multiple key variables(KVs). This method provided a nuanced understanding of optimal creatives and audience segments. Through rigorous analysis and real-time performance insights, we identified and optimised the most effective KVs and ad copy,resulting in outstanding conversions and click-through rates (CTR%). Ourstrategic adjustments yielded an overall performance improvement of +15%.
Results
Delving deeper into the 'first login' events, we witnessed an average MoM increase of 700 users logging the first time into the UOB app, showcasing improvement of +84% average MoM. Despite changes in payable events, ADA maintained a commendable conversion rate (3.68%) against the benchmark (3%), showcasing adaptability and strategic prowess in navigating challenges for optimal campaign performance.
Awards
- Gold in Excellence in Programmatic Marketing at Marketing Excellence Awards 2024
- Gold in Excellence in Personalisation Marketing at Marketing Excellence Awards 2024
- Gold in Excellence in Performance Marketing at Marketing Excellence Awards 2023
- Gold in Excellence in Personalisation Marketing at Marketing Excellence Awards 2023
- Silver in Best Mobile Advertising Strategy at Mob-Ex Awards 2023
- Silver in Best App Install Campaign at Mob-Ex Awards 2023
