About ABP Weddings
ABP Weddings is an online matchmaking website for the Bengali community. It is the replica of the traditional matrimonial classifieds recreated into a digital matrimonial site with enhanced choices and better convenience. The brand enables people to find the right partners through a wide database of verified matrimony profiles. Users can customize search, shortlist profiles and share with family members with ease. The registration process for the platform is absolutely free with free access to profiles. Payment is charged once a chat is initiated with the prospect.
Objectives of ABP Weddings
- Improve user engagement and retention
- Accelerate first-time conversions
One of the key metrics ABP Weddings focused on was to build connected user experiences for each user on their preferred channels using omnichannel engagement campaigns to improve reach and retain existing users to boost service adoption.
Another goal ahead of the brand was to accelerate contextually driven engagements to convert free users to paid customers, based on the actions performed.
Challenges faced by ABP Weddings
- Reducing profile verification drop-offs
- Reactivating dormant users
ABP Weddings adopted WebEngage for a holistic retention-led solution that enables the brand in real-time targeting, along with a host of other features like getting a unified view of their users’ data with CDP, running automated omnichannel engagements, and journeys to reactivate users all under a single platform.
WebEngage in Action
The team at WebEngage helped the matchmaking website to boost its user engagement and retain maximum users. The platform enabled the brand to analyze user drop-offs and prevent them by sending customized omnichannel communication to the right user at the right time. This led to an increased user retention rate and engagement.
Apart from engaging users who dropped out of the portal, WebEngage’s Journey Designer also helped the brand to re-engage the dormant users who were inactive on the app or website portal for a long time, further improving the brand’s overall conversions and revenue.
The WebEngage Impact
Collaborating with WebEngage brought qualitative growth in ABP Weddings conversions and revenue with a 20% boost in revenue within 6 months and a 1.3X boost in reactivation of dormant users on the platform.