2. Turn Dormant Users into Active Users
Retarget Inactive Users to Push Sales and
Drive Engagement
www.trademob.com – info@trademob.com
Case Study: Lieferheld
OBJECTIVE
STRATEGY
Lieferheld is an online food delivery service based in
Germany. The company has a large user base and in recent
years it introduced an app introduced an app in 2011 to
capture the lucrative mobile market segment as well.
Performance was good, but the Lieferheld team noticed that
there were users who had downloaded the app and had still
never used it to place a delivery order.
Together, Lieferheld and Trademob set the objective to re-
engagetheseappusersbylaunchingaretargetingcampaign,
encouraging users to place their first order with a special set
of banners. It was an additional objective to retarget those
who had ordered through the app before and suggest they
order again.
With Lieferheld’s objectives clearly set, the two companies were able to enter the planning
phase. This involved planning the campaign, identifying user segments and designing
banners.
3. In order to target the two different segments of users with different messages, Lieferheld
proceeded with designing two distinct sets of banners to specifically target each of the
two segments identified by Trademob. While those created for regular users of the
app used wording such as “Want to place another order?” and a button directing them
‘to the app’, those aimed at inactive customers who had never ordered from the app
before were asked if they were “Hungry for something tasty?” and shown a button which
offered to “test the app”.
“Order again?” directed at
those who had used the
app to order before, with a
button taking them ‘to the
app’.
“Hungry? Order now.” For
those who had never used
the app, with a button
inviting them to ‘test now’.
Users who have downloaded the app but
never ordered
Users who have already ordered in-app at
least once
www.trademob.com – info@trademob.com
1
2
3
Campaign Planning
User Segmenting
Banner Design
Together, Lieferheld and Trademob set about planning a suitable strategy, goals, KPIs and
budget. Lieferheld was assured that Trademob would constantly monitor the campaign,
make necessary adjustments to stay within budget, and achieve the highest number of user
conversions at the most cost-effective price.
First, Lieferheld needed to get some more information about its users. Trademob created
two segments: those who had ordered through the app before, and those who had not. The
results were astounding and confirmed the huge potential for Lieferheld.
4. Increased Return on Investment
Increase in Number of Successful Orders
RESULTS
www.trademob.com – info@trademob.com Friedrichstraße 126, 10117 Berlin
Banner Design
For more information on
designing perfect banners, take
a look at our guide
on our website:
“How to Design
Perfect Banners to
Promote Your App”
After running the campaign for a few months, the results showed a dramatic increase in
return on investment, averaging around 422%. This was calculated by comparing the costs
of each campaign with the revenues that it generated – a steady increase over the course
of the campaign. This applies to both groups of retargeted users, and represents those who
took action (placed an order) after clicking on a banner presented to them depending on
whether they had ordered before or not.
As a result of optimizing the campaign over the course of seven months, the number of
successfully completed orders increased by 324% while the value of these orders increased
by 381%.
Once the banners were delivered, Trademob integrated them into its DSP platform – the
campaign was ready to be launched.
Similar banners which invite users to either visit
the app, or test the app.
“We’re extremely pleased with the results of our
retargeting campaign with Trademob. We saw a
significant boost in sales and incurred low costs compared
to those of acquiring new users.”
Thuong Nguyen, Global Head of App Marketing at Lieferheld
