30. 4. 2024

ROUVY identifies significant microconversions through High-Value Modelling

Primary Marketing Objective: Increase Main Conversions Featured Product Area: High-Value Modeling

The Challenge: Wrong Microconversions Lead to Inefficient Spending

ROUVY, an indoor cycling software company, is popular among both professional and hobby cyclists. The primary objective of their performance team is to acquire new users, and their key challenge is understanding user behavior before the trial phase. This knowledge would help them nudge users toward subscribing for a trial, and eventually making an in-app purchase.

To achieve this, ROUVY relies on microconversions. However, they lacked statistical insights into which microconversions were truly impactful on driving main conversions. This led to inefficient Google Ads budget allocation toward the wrong microconversions.

“ROUVY grows 40% year-on-year, and to sustain this growth, we need a deep understanding of user behavior,”

— Barbora Petříková —Performance Director at ROUVY.

The Solution: High-Value Modeling

ROUVY uses BigQuery as their data warehouse, storing all information related to users, as well as website and app data. To analyze the significance of each microconversion, ROUVY partnered with us to implement High-Value Modeling—a solution based on linear regression. This approach identifies which microconversions significantly influence the number of main conversions.

“We took data from their CRM and website and processed it through Colab notebook in Google Cloud Platform. This helped us determine which microconversions have the most impact during the user acquisition phase,”

— Viet Anh Chu. —

The Results: Clear Insights, Better Budget Allocation

Through this analysis, we discovered that ROUVY was tracking 12 different microconversions to drive users toward the main conversion—signing up for a trial. Surprisingly, High-Value Modeling revealed that only 2 of these microconversions had a significant impact, while the other 10 were largely irrelevant. The findings were based on a dataset spanning 12 months, providing substantial insights.

“We initiated this project to gain a clear understanding of which microconversions we should focus on to attract new users. The results of this analysis will guide us in optimizing our Google Ads budget for the upcoming season,”

— Barbora Petříková —

We are currently revisiting ROUVY’s microconversions to identify additional valuable touchpoints as we prepare for the high season early next year. Stay tuned for further updates!

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