About Angel One

Angel One is India’s leading retail stockbroking house that offers a gamut of retail-centric services -ranging from E-broking and Investment Advisory to Portfolio & Wealth Management Services, Commodities Trading, and much more.

Angel One provides its value-added services to over a million retail investors through its nationwide network. It has one of the largest trading terminal bases in the country. It also has the largest sub-broker network on the National Stock Exchange. With over 1.4 million active NSE clients, Angel One is among the top 3 retail broking businesses in India.

Adopting the right retention platform that meets Angel One’s needs

Angel One adopted the WebEngage Retention Operating System to educate its users with best investment practices. This resulted in an inevitable increase in the inflow of leads.

Goals

• Convert anonymous visitors into customers
• Engage with users in their preferred language for maximum conversions

Challenges

• Lack of a unified customer view
• Manual approach to building a lead funnel

Solutions

1. Identification of ‘unknown website visitors’ through nurturing workflows

The team at Angel One leverages Web Push Notifications on the WebEngage dashboard to engage with unknown website visitors. And encourage them to share their contact information using a content-led approach.

They have a pool of knowledge-sharing articles that help in addressing user concerns. These are based on FAQs and stages of the user journey. Once a user visits any of the knowledge-center pages to seek information, a series of resources are shared over a period of 5-days. Which encouraging users to sign-up and create a free Demat account.

2. Running welcome campaigns via web push notifications

Angel one wants the maximum number of leads to open a Demat Account and start trading. Now, to nurture these leads, Angel One sends a welcome campaign using WebEngage’s Journey Designer. A user is sent a series of web push notifications educating them about the basics of stock trading. This helps build trust, credibility, and comfort in the minds of the users. Which eventually increases their stickiness on the website.

3. Delivering localized user engagement

To boost engagement on the Angel One website, the team at Angel One sends communication in users’ preferred language like Malayalam, Kannada, Telugu, Tamil, Hindi, and Gujarati by leveraging WebEngage’s personalization engine. This ensures their users relate well with the content which eventually leads to an increase in lead influx.

4. Implementing interactive/enticing lead forms using multimedia/rich content

Angel One leverages rich notification content like gifs, images, videos, etc. using the WebEngage dashboard to attract more leads. And encourage them to open a Demat Account and start trading by offering free coupons and discounts through WebEngage’s on-site survey forms.

5. Retaining users that block web push notifications

Web push notifications play a crucial role when it comes to delivering stellar user engagement at Angel One. To re-activate users who block access to Web Push Notifications, Angel One introduces FOMO in the minds of the website visitors. They use onsite notifications with rich media to encourage users to re-enable push notification access. They also provide a step-by-step process to do it.

Results