Paying with the mobile phone become more and more popular over the last couple of years. While the attitude of consumers towards mobile payment has changed, the functionality of payment providers has not. Except of bluecode. An innovative mobile payment solution that combines contactless payment via smartphone with digital value-added services and enables payment from merchant and banking apps.

In the beginning, we broke down the ultimate goal of transactions into two different work streams: First, the new user acquisition and initial activation of new accounts, and second, the retention and ongoing activation of registered users.

This is a very important step for us in order to not confuse the different activities with each other. Specifically, to have for each workstream a clear goal on which all activities can orientate itself and all measures can be optimized towards.

For the first part, we put a strong emphasis on paid social ads via Facebook and Instagram. With a focus on the benefits of the product - e.g. collecting loyalty points while purchasing, using discount codes during a purchase transaction, and many more - we collected a huge number of new installs. By making sure that the onboarding process in the app (connection of the bank account) is clearly understood by the user, we achieved a strong install to activation rate, which was the basis for new user growth.

For the second part, we technically integrated an own display system in the bluecode app that made it possible for us to show personalized display ads for each user in-app. Therewith, we could offer the users very relevant special offerings that improved retention and usage of the app. In addition, we ran special campaigns (e.g. lotteries) that had a clear transaction focus and helped us boost the numbers not only short term, but also long term via an increased product awareness.

All in all, our solution for bluecode underlines the importance of strategy development and consulting in the beginning of a project. By breaking down the overarching goal into smaller pieces, the whole project gets more manageable and will yield better results short to long-term.