About Bajaj Finserv
Bajaj Finserv Limited is an Indian non-banking financial services company headquartered in Pune. Bajaj Finserv App is trusted by 50 million+ customers all over India for their financial and payment needs. With this app, you can apply online for personal loan, home loan, gold loan, etc. You can shop offline from 1 million+ products at Easy EMI, manage investments, get insurance, and do much more. You can also easily pay all your utility bills, recharge your mobile and DTH services, and transfer money using BHIM UPI.
Objective
Bajaj Finserv aimed to expand its app user base by driving high-quality registrations. Specifically, their goal was to achieve a high install-to-registration conversion rate of 90% and above. This meant ensuring that users who installed the app completed the registration process successfully. To achieve this, Bajaj Finserv collaborated with Appnext, a leading app growth platform.
Challenge
Bajaj Finserv needed a solution that could target users with high intent and guide them seamlessly through the registration process, all while optimizing their acquisition costs and improving overall conversion rates.
The Solution Provided by Appnext
1. Keyboard Search-Based Campaigns
To help Bajaj Finserv achieve their objective of driving high-quality app registrations, Appnext implemented an innovative approach using keyboard search-based campaigns. These campaigns took advantage of Appnext’s technology to position Bajaj Finserv’s app in front of users during high-intent moments, such as when they were actively searching for financial services or related keywords on their mobile devices. By targeting users during these crucial decision-making moments, Appnext significantly increased app discovery, ensuring that those exposed to the app were more likely to install and complete the registration process.
2. High-Visibility Top Placements
In addition to the keyboard search campaigns, Appnext also ran campaigns on top placements, providing broad visibility in high-engagement environments. By integrating ads into popular, frequently used platforms, Appnext ensured that Bajaj Finserv’s app reached a large and relevant audience. This strategic placement increased the likelihood of app installs and sign-ups by reaching users when they were most engaged.
Results
The partnership between Bajaj Finserv and Appnext led to substantial improvements in key performance indicators over the six-month period. The campaigns significantly boosted app visibility, resulting in consistent growth in new users and sign-ups.
1.85 million
New users
1.65 million
Users signed up
90%
Install-to-sign-up rate
Sign-up rate peaked at 93.06% in July
Testimonial
“Appnext has been a key partner in helping us achieve our ambitious growth targets. Their innovative approach to user acquisition, combined with targeted placements, allowed us to reach and convert high-quality users at scale. The results speak for themselves, with over 90% of installs converting to sign-ups. We look forward to continuing our partnership with Appnext to drive even greater success in the future.”
Tushar Pathak
Growth Leader
Bajaj Finserv
Partnering with Appnext
1. Strategic Audience Targeting
Appnext’s precise targeting ensured Bajaj Finserv reached a high-intent audience, resulting in quality leads and a significant boost in app installs and registrations.
2. Optimized Conversion Rates
By leveraging keyboard search campaigns and top placements, Appnext helped Bajaj Finserv achieve a 90% install-to-sign-up conversion rate, maximizing user engagement.
3. Efficient Use of Budget
Appnext’s ongoing optimization strategies enabled Bajaj Finserv to maximize its marketing budget, driving cost-effective user acquisition and supporting sustained growth.
