Case Study

Building The #1 Mobile Travel App In India Powered By Data-Driven Insights

  • #1
    Travel App in India
    Android & iOS
  • Largest
    Travel Wallet in India
    gocash
  • 82%
    Hotel Bookings via mobile app

BACKGROUND

Goibibo is India’s largest hotels aggregator and one of the leading air travel aggregators. Their popular innovations include GoContacts (an integrated social network for travelers), photo reviews and rating, questions and answers, the GoTime Guarantee (1 hour refunds processing) and Flights+Hotels packages on mobile.

CHALLENGES

Goibibo pioneered mobile-first travel planning and booking in one of the fastest growing mobile economies in the world. Goibibo needed to understand their marketing performance and user behavior trends across the web, mobile and social outlets in order to improve their mobile user engagement and omnichannel ROI.

ACTIVATION

By measuring their mobile app performance with AppsFlyer, Goibibo gained deep insights into their mobile app performance. Furthermore, by connecting their AppsFlyer performance data with their internal BI, Goibibo gained meaningful omnichannel insights that revealed new mobile and cross-channel product and marketing opportunities.

For instance using AppsFlyer’s anti-fraud tools, Goibibo was able to identify and address 30% paid fraudulent traffic. AppsFlyer also helped them to understand which marketing campaigns had high app uninstall rates. This exercise also helped them both optimize their media and win back these customers with strategic intervention. Furthermore, Goibibo learned that specific user segments, such as those that came from specific channels had different customer journeys and responded differently to mobile re-engagement (e.g. push messaging) efforts.

These insights were further paired with mobile user acquisition and retention insights from AppsFlyer to understand the quality and value of mobile app installs not only from both leading media sources and long-tail channels.

IMPACT

Based on these insights, Goibibo optimized their omnichannel user experience, improving their mobile engagement and mobile revenues. Furthermore, they significantly improved their marketing performance and started mapping consumer behavior with in-depth analysis.

By carefully optimizing their paid mobile user-acquisition, path-breaking innovations, as well as email and push-messaging re-engagement, Goibibo improved their user growth, retention and conversion rates. Their mobile-first approach has paid off, with 82% of hotel bookings coming from their mobile app.

AppsFlyer’s mobile insights have helped Goibobo improve our mobile and overall marketing performance, customer-retention and omni-channel customer experience.
Divyang Bhardwaj Director of Marketing, Goibibo