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Root Cause Analysis: A Growth Case Study
- In a growth case study at FamPay, the focus was on addressing a critical growth problem through thorough root cause analysis.
- Awareness of GPRC among users was low, leading to high funnel drop-offs and ineffective messaging strategies.
- Changes were made to emphasize BGMI and Free Fire, optimize in-app designs, and enhance the Play Store listing to boost awareness.
- Segmentation based on the RFM framework enabled targeted marketing strategies towards different user personas.
- Engagement strategies included social media giveaways, timely nudges, exclusive tournaments, and gamified challenges to keep users engrossed.
- The focus on engagement led to a significant increase in GPRC MTU share and a substantial rise in revenue.
- Strengths included a smooth purchase flow and user trust, while weaknesses included external demand influences and low repeat transactions.
- Opportunities lay in strategic partnerships, SEO optimization, and expanding the age bracket for increased revenue streams.
- Threats revolved around regulatory uncertainty, especially in cases like a potential ban on games affecting demand.
- Challenges included revenue drops post BGMI ban, less effective tiered rewards, concerns of being spammy with notifications, and underwhelming results from combo reward experiments.
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