Testbook is an ed-tech company that provides exam preparation solutions for more than 1.5 million monthly active users.The Testbook app offers access to thousands of learning materials, and is one of the most trusted learning platforms in India.
Like many apps, Testbook was looking for a way to improve engagement in the app to drive loyalty among its users, especially amidst the pandemic. As an interactive domain in itself, the ed-tech space is very open to two-way dialogue with the users. Besides building robust communication practices with its users, Testbook needed to create dialogue with its users through engaging content experiences. In that context, interactivity was a critical part of this practice. Testbook wanted to turn its users from a passive audience into active participants of the app.
Storyly offered a perfect solution for the Testbook app. The Testbook developers implemented the Storyly SDK in a short amount of time and the Storyly dashboard was ready to create interactive story experiences. Now,Testbook marketers are able to build interactive experiences for their audience without using developer resources.
The story experience is a powerful medium to communicate with users. Storyly provides the most intuitive content creation tools for marketers. With diverse content about latest exam news, premium features, and special deals, Testbook stories are now acommunication hub where users can get the latest updates about the app.
The Testbook marketers use Storyly Studio to build their daily pop up quizzes that drive greater engagement. Hundreds of interactive stickers are available and fun to use.. The multi layered structure of story entry points allows Testbook to keep their stories updated with fresh content while maintaining design continuity. Users can easily find new stories in familiar places and know just where to look for new content. Testbook marketers are also able to take advantage of story scheduling feature to publish their stories. Both story groups and stories can be set up once, scheduled for publication, and Storyly does the rest.
Interactions often have an additional payoff. They are great at generating first-party data. That’s why the testbook marketers use interactive stickers to poll their users about their interests and behaviors. This helps them to guide their app and content strategy by bringing quick and real-time sentiment data.
Just like any other content-heavy app, Testbook has different user groups with different interests and motivations. Plus, they have paid users and free users. The best strategy to drive engagement and loyalty in any kind of app is to offer relevant content to different users, tailored to their needs.Storyly enabled Testbook marketers to easily target different user segments with a simple integration.
During the integration (or any time they want) the Testbook developers simply pass their user segments to the Storyly SDK as labels and they are available on the Storyly dashboard for targeting features. This enables Testbook marketers to target specific user groups, such asfinance students, engineering students or free users, with relevant content.
With Storyly’s targeting features, Tesbook can easily educate users aboutTestbook Pass, a premium subscription. By creating a Testbook Pass story with a CTA to the content page, the testbook marketers enable users to explore the benefits of the subscription program. Delivering introductions to their premium content is also supported with another Storyly benefit: showcasing transformation stories from real users.
As a subscription-based app, Testbook needs to showcase other users’ experience with the app and their success stories to encourage free users to convert to premium users. When users open the app and start exploring the key features and content, they are met with tappable stories from real users. By showcasing real users’ successes, Testbook turns its more loyal customers into its most effective advocates.
Testbook has seen great success from the integration of Storyly into their app. Stories published by Testbook have a 40% engagement rate overall, and an even higher engagement rate of 55% for interactive stories. The presence of stories has also increased sticky time within the app, with users viewing an average of six stories per session. Simply put, Testbook’s users love stories, and are consuming more content in-app with the accessibility offered by Storyly.