Prom.ua Boosted Conversion by 5% with Innovative Messaging Strategy

Company

Established as a key player in e-commerce, Prom.ua is one of the top marketplaces in Eastern Europe. It has about 80 million monthly visitors, 60 thousand merchants and 100 million products. 80% of shoppers prefer to use the platform through a branded mobile app, with 10 to 50 million monthly installs.

The platform is known for its user-friendly interface, extensive product list, and robust business support, including tools to efficiently manage sales, and engage customers. Its innovative approach to digital marketing has made Prom.ua an integral part of the online retail ecosystem, naturally evolving from e-commerce to m-commerce.

Challenge

The company's marketing team realized that communicating with users through boilerplate messages was causing users to stop responding to the value proposition. This was called message fatigue.

Message fatigue occurs when too many similar messages from a brand overwhelm or disengage the target audience.

When users are constantly bombarded with generic, same-old reminders to complete a purchase without any new or valuable information, the messages become more of a nuisance than a helpful nudge. Notifications feel stale and unimportant due to the lack of variety and personalization in the content. As a result, customers/subscribers start tuning out.

Hard numbers from Salesforce show that 66% of consumers feel they are often treated like numbers rather than human beings with unique needs.

To avoid message fatigue, businesses should rethink and diversify communications, tailoring content to user behavior.

Case in point

An e-commerce app that sends an identical “abandoned cart” alert every day for a week will likely see a sharp drop in user engagement.

Initially, the message may prompt some users to return to their cart. But over time, the repetition can cause frustration. Audiences may start to ignore the messages or even uninstall the app to avoid the constant reminders, resulting in higher churn rates.

Solution

Prom.ua's marketing experts decided to try out a new way of communicating with app users in a highly personalized way using the new messaging block and launched the following triggered campaigns.

The “One from Many” Message Block

Reteno's “One from many” block was used as a solution to meet the challenge. This AI-based feature allows for automatic A/B testing of multiple message variations on the fly. As the campaign runs, unsimilar notification variants are sent to different segments of the audience. The system tracks the performance of each variant, focusing on metrics such as click-through rates (CTR).

Over time, the tool identifies the best performing texts and prioritizes them for future sends. This results in more engaging communications through continuous messaging optimization without manual intervention.

Abandoned View

Objective: reengage users who have viewed a product but have not taken any further action, such as adding it to their cart or making a purchase.

Complementary Products

Objective: promote items that complement or go well with ones the customer has already purchased or shown interest in.

Favorite Seller Discounts

Objective: notify app users of discounts or special offers from sellers they have previously interacted with or marked as favorites.

Results

Variations of messages selected and sent by AI showed greater effectiveness in engaging customers than standard alerts. In fact, the adoption of the “One of many” solution showed an increase in the number of orders on the platform.

As a result of testing the new way of communicating with app users, Prom.ua saw a 26% boost in CTR and a 5% increase in interaction conversion rate.

The successful experience enabled the company to scale the experiment by adding the following event-triggered campaigns.

• Reader Reactivation (14/30/60 Days)

Objective: reactivate app users who have been inactive for 14, 30, or 60 days by encouraging them to return to the platform.

• Buyer Reactivation (14/30/60 Days)

Objective: re-connect buyers who haven't made a purchase in 14, 30, or 60 days.

• Top Picks Showcase

Objective: increase visibility and sales of Prom.ua's best-selling or most popular products.

• Fresh Finds Promotion

Objective: promote new products and drive initial sales, i.e., create awareness and excitement around the latest arrivals.

• Hot Deals Spotlight

Objective: increase purchase rate by highlighting discounts and special offers available across the platform.

• Similar Item Price Drop

Objective: encourage cross-selling and up-selling by notifying app users of discounted prices on similar or complementary products.