Key learnings: -Discover the top acquisition channels that are driving real growth right now. -Find out where successful growth leaders are investing acquisition resources for optimal ROI.

1. Learn the Growth Secrets Driving Success
for Today’s Winning Brands

2. Customer Acquisition

3. Aniket Sinha
Partnerships Manager, India & SEA
John Huang
Regional CRM Manager

4. The top acquisition channels that are driving real
growth right now
You’ll learn about…
Where successful growth leaders are investing acquisition
resources for optimal ROI

5. Top Acquisition
Strategies Driving
Growth in 2020

6. Agenda
● Introduction
● An overview of trends in the market
● Top paid acquisition channels in 2020
● Organic acquisition channels in 2020
● Content & flow for your acquisition
● Actionable Steps

7. Over 50,000 of the world's top apps run Branch
throughout their marketing stack
The Mobile Growth Platform
$
330M 12 400+
Branch Stats

8. Our Mission
Seamless user experiences and measurement
across all platforms and channels.
As simple as the web used to be.

9. Branch is the center of your mobile tech stack
Data
Warehouse

10. 2020: A Year of Change

12. Acquisition is an Infinite Game

13. How many Paid channels are the top
apps using for Acquisition?

14. How many Paid channels are the top apps using?
Top Brands Growth Brands
Channels on an average used with
more than 5% contribution per
channel acquisition
Insights based on 200Mn Acquisitions across APAC
Channels on an average used with
more than 5% contribution per
channel acquisition
4-6 8-10

15. Dominant Channels
Insights based on 200Mn Acquisitions across APAC

16. How many organic channels are the top
apps using for Acquisition?

17. How many organic channels are the top apps using?
Top Brands Growth Brands
3-4 Channels on an average
Insights based on 200Mn Acquisitions across APAC
Channels on an average
4-6 3-4

18. Which are these organic channels?
Insights based on 200Mn Acquisitions across APAC

19. Organic Strategies

20. Leverage Web to
App Conversions

21. Use banners to bring customers to your app
Targeting traffic from
high-volume referral sources
Welcome message
for a new visitor
Customized message
for a referral
Stronger messaging for
repeat visitors
Basic top banner
(works on AMP too!)

22. HiPages
User is
displayed a
full page
interstitial
on the
mWeb to
download
the app
User is
then
taken to
the app
store to
download
the app

23. More advanced banners lead to improved results

24. TripActions | Desktop → App

25. Optus | Desktop → App
Optus created a custom
desktop landing page with a
TMTA feature.

26. Singlife | O2O with QR Codes

27. From a single starting point, users should be able to leap straight into pertinent
content and experiences.
App to App Sharing

28. Email
Testbook’s Email Journey

29. Shopback | Referrals

30. Shopback | Customised onboarding for Referrals

31. Fix broken user flows
Director of Product
Management,
Mobile Apps,
Walgreens

32. Rethinking SEO
● Users who perform a search query already show high intent and interest
● Merely guessing which keywords to include in your app in order to rank on mobile is no longer enough
● Rather, come up with topics based on user intent and use it down the funnel

33. Rethinking SEO
Google: “fennel” Health Benefits, Recipes,
Seeds

34. ASO: It’s Not Just About Keywords
● 65% of users download apps as a result of searching in the app store
● The traffic that search delivers is still important
● ASO strategy is now more important than ever before; and it doesn’t only refer to
keywords, it also entails optimizing visual assets, doing proper localization, and
updating your app page for holiday seasons or special events

35. Demonstrate value at every step
● Choose screenshots that clearly communicate the purpose of your app, and that show user accomplishments and
moments of delight

36. Create a Connected Experience

37. Winning the
Users Over and Again
with Cross Category
Acquisition

38. About Carousell

39. Snap, list, sell
List any item for sale in 30 seconds
In-app chat
Chat directly with sellers without
revealing personal information
Photo-centric
Core focus of the app on photos
Social
Share listings on social media channels
and join groups of people with similar
interests

40. In 8 years, we have grown to become
South East Asia’s #1 classifieds marketplace
2012 2013 2014 2015 2016 2017 2018 2019
Founded
Carousell
in SG
Raised
USD800K
Series Seed
Raised USD6M
Series A
Launched in MY,
ID, TW
Launched
web platform
Launched HK
+ PH
Raised
USD35M
Series B
Acquired
Caarly,
launched Autos
+ Coins &
Bumps
+ Property
Launched
Spotlight +
Carousell
Protection
Acquired OLX PH,
Naspers invests,
received funding
from Telenor,
merged with 701
Search entities,
Mudah, Cho Tot
and OneKyat
Phase III
Verticalization & monetization
Phase I
Foundation
Raised
USD85M
Series C
Phase II
Internationalization
2020
Carousell
announces
US$80M
investment from
Naver, Mirae
Asset-Naver Asia
Growth Fund and
NH Investment &
Securities

41. 8
markets
250
million
user listings
$900
million USD
in valuation
Over

42. Our mission is to
inspire every person
in the world to start
selling and buying to
make more possible
for one another

43. Role of CRM in Carousell
Customer retention and cross-category acquisition

44. Role of CRM in Carousell
Achieve
business
goals
(off-app)
Create a 1:1
customer
experience
Address
lifecycle
objectives

45. 1:1 Customer Experience
Understand and engage along the customer journey, then acquire for
affinity categories

46. Customer Journey Mapping
End-to-end
Customer Experience
Motivation
Actions
Questions
Outcomes
Options
Recommendations
Gaps
Opportunities

47. Post-acquisition Onboarding
What’s essential to avoid spending 7x on acquisition again

48. New Carousell User Onboarding (1D-7D)
Completes
Interest
Categories
BUYER
To deliver our promise of personalised
recommendations and also motivate new
users’ first purchase
[Discovery]
Personalised
Recommendations
Creates
Carousell
Account
New User
creates a
Carousell
account
USER
Onboard the new Carouseller on how to use
the app, benefits of buying and selling on the
platform, and what to expect next
[Onboarding]
Welcome to Carousell
SELLER
To introduce the basics on what makes an
attractive listing for sale on the platform (e.g.
Seller tips, best selling items, most searched
listings, etc.)
[Onboarding]
How to Sell on Carousell
BUYER
To educate on optimal ways to find a listing
(e.g. Filters, etc.) and and incentivise filling up
the Interest Categories form - to make the
most out of buying on the platform
[Onboarding]
Buying Tips & Complete
Interest Categories
Day 1 Day 2
Day 4 (Onwards)
BUYER
To also let users discover what are popular
on Carousell amongst fellow users in their
country, and inspire them to get them at
good deals
[Discovery]
Trending Items in [COUNTRY]
Day 7Day 3

49. New Carousell User Onboarding (8D-14D)
SELLER
Incentivise new users to start listing in
exchange for a chance to win prizes and get
their listings featured on an exclusive SPC for
visibility
[Engagement]
List & Be Featured/List & Win
SELLER
To remind new users of this engagement
campaign to encourage first-time listings
[Engagement]
List & Be Featured/List & Win
(Reminder)
BUYER
To also let users discover what are some
popular categories on Carousell that are
trending in their country, but might not have
been in their consideration set before
[Discovery]
Trending Categories in
[COUNTRY]
Day 11
Day 14Day 7
If User Has
Not
Participated
Day 8
BUYER
To also let users discover what are popular
on Carousell amongst fellow users in their
country, and inspire them to get them at
good deals
[Discovery]
Trending Items in [COUNTRY]

50. Cross-category Acquisition
There’s something for everyone in a marketplace

51. Parenthood and
Cars?

52. Acquisition for Cars: “Parenthood” Segments
Introduce the user to a car-buying decision
guide
[Education]
Decision Making
[Discovery]
Curated Collection of Family Cars
Introduce other consideration factors for a
more well-informed decision
[Education]
Other Consideration Factors
Ease the user’s uncertainty with knowledge
on managing finances related to a car
purchase
[Education]
Loan Financing, Insurance and
More
[Discovery]
Recommended: Volkswagen Golf
SV and Sharan
[Discovery]
Recommended: SUVs for Families
Initial outreach to gauge level of affinity
between Babies & Kids and for Cars for
Sale
[Cross-category]
Bridge Affinity User to Cars for
Sale
Shows
Intent for
Babies &
Kids
Starts Chat in
Babies & Kids
Onboarding the user on features, tools and
variety of car listings on Carousell
[Onboarding]
Introduction to Cars for Sale on
Carousell
Onboarding the user further with Family
Car-themed social proof and educational
content on the blog
[Education]
User Stories on the Family Car
Notification
Clicked
Enters
Educational
Journey

53. Services: When you
least expect it

54. Acquisition for Services: Affinity Categories
Searched for
Related
Keywords
View Listing
Start Chat
Avail cross-category Home Services
recommendations within the same session
[Cross-category]
Introduction to
Complementary Services
Leverage intent on affinity categories to
drive awareness of Home Services
[Cross-category]
Introduction to
Complementary Services
Shows Potential
for Home
Services
● Aircon Repair
● Plumbing
● Renovations
● Movers
Affinity Categories
● Furniture
● Home Appliances
● Property for Rent
● Property for Sale
● Vintage and Collectibles
+3 days

55. Learnings: Campaign vs. Customer Journey
Campaign Approach
Customer Journey
Approach
● Campaign messages target user
segments retrospectively
● Lack of consistent user experience to
string all messages together
● Send rate limit may inadvertently impact
the deliverability of some messages over
the other
● Series of behavioural messages that are
action or time-triggered, contextualised to
specific Customer Personas (i.e. Fashion
Buyer, Motorbikes Buyer)
● Messages are set up as a journey, thereby
ensuring a consistent experience from
entering to completion of it

56. Questions?
marketing@clevertap.com