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Case Study
A23 experiments rapidly with Plotline to drive KYC completions, tournmanent signups and more
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41%
uplift in users who verify KYC
A23 Rummy, an app by Head Digital Works, is India's most trusted & secure 13-card online rummy cash games app, with a user base of over 50 million.
The product and growth team at A23 was heavily dependent on engineering bandwidth to run experiments in their app. Because the engineering team was always occupied with core product work, growth ideas kept getting pushed to future sprints. Feeling bottlenecked, the growth team went on the lookout for a tool to help them quickly run experiments inside their app.
How A23 Rummy uses Plotline
Over the last 6 months, the product and growth teams of A23 Rummy have launched 30+ experiments on Plotline, with the aim of improving multiple in-app metrics across KYC completion, user activation, feature adoption, and monetization.
"With Plotline, we are able to run 10s of growth experiments inside our app without relying on engineering bandwidth, cutting down time to go-live. This flexibility frees our product and growth teams from being dependent on sprint timelines."
Vasu Merugu
Vice President - Products & Analytics, Head Digital Works
Campaign 1: Drive KYC verifications
KYC verification is one of the first “setup moments” required in games like Rummy. However, a number of users never get past KYC completion, and the money spent to acquire these users goes to waste.
A23 used Plotline's "Floater" to subtly remind users to complete KYC as soon as they dropped off from the step.
- Audience: Users who’ve not completed KYC
A23 saw a 41% uplift in users completing KYC if they saw the floater.
Campaign 2: Uplift in tournament signups
Driving signups and registrations for the Amaze100 Tourney was high priority for the product and growth team.
A23 decided to utilize pinned banners to encourage users to signup for their tournament.
This campaign led to over 50% uplift in users who signed up for the tournament.
Campaign 3: Increase # users who add cash to wallet
Adding cash increases investment in the app and enables a user to start a game.
A23 used Plotline's "Spotlight" to create a guided walkthrough to make it easier for users to understand how to add cash.
- Audience: New users who are logging in for the first few times and who haven't added cash
A23 saw a 45% uplift in users who add cash to wallet if they saw the guided walkthrough.
Key metrics like "users who added cash to wallet", "signups for tournaments", "users who complete KYC", etc are all up by over 40%
41%
uplift in users who verify KYC
50%
uplift in tournament signups
45%
uplift in users who add cash to wallet
Engineering bandwidth required to run such experiments decreased by 80%
Running these experiments in-house poses several challenges:
- Lack of depth in UI modules: One-time use cases can be built by engineering, but frequently building new UI, changing location of placement, etc are all time-consuming activities for an engineering team
- Building targeting and segmentation: The real-time system that segments users and shows the right experience is another challenging system to build
- Building guardrails to protect user experience: Capping frequency, ensuring multiple experiments don't clash, etc are challenging to build and maintain in-house
- Time delays due to sprints and app release cycles: Can easily take 4+ weeks to plan and productize an experiment
A23 decided to use Plotline to reduce experimentation timelines and manage the challenges posed above.
"Plotline offers best-in-class flexibility and variety when it comes to UI modules. They've become an indispensable tool for A23, helping us improve crucial metrics like KYC completion, 'Add Cash' completion and top-of-funnel for a variety of features.
Sankalp Singh
Director of Product Management, Head Digital Works
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