Upstox improves user activation through education

Upstox is a tech-first discount broking firm in India that provides trading services across different segments, including mutual funds, equities, commodities, futures, and options.

It boasts around 10M app users and is India’s highest-rated trading app.

How Upstox uses Plotline

Over the last year, the growth team at Upstox has launched 50+ campaigns on Plotline - to improve metrics ranging from activation, adoption, and retention.

Campaign 1: Improve user activation through education

To encourage more users to trade in futures and options, the team recognized the need for trust-building through education.

They effortlessly created a series of Instagram-like stories on topics like “Equity vs Futures vs Options.” Plotline enabled them to quickly build and update content, ensuring the communication stayed fresh and relevant without requiring engineering involvement.

8,000 eligible users viewed the stories multiple times, leading to a total of 48,000 impressions. This repeated exposure not only reinforced learning but also boosted users’ confidence to start trading, driving meaningful activation.

Campaign 2: Boost adoption of New SGB Tranche feature

Upstox wanted its active users on “Upstox for Traders Pro” to switch to “Upstox for Investors” and check out the latest SGB Tranche offering for investment opportunities.

They achieved this by using an animated spotlight highlighting the new investment opportunity.

The “Traders Pro” users started investing in the SGB Tranche at a 19% higher rate compared to those who didn’t see the UI elements.

"Plotline's ability to place the in-app experiences in any section of our app is something I find incredibly useful, as it allows us to reach users more contextually. This flexibility enhances user engagement by delivering tailored messages that are relevant to their current interactions within the app."

Orpheus Almeida Associate Director of Product at Upstox

Campaign 3: Drive more orders with reminders

To boost the number of orders placed, Upstox strategically reminded users of critical trading moments, such as Nifty Expiry, creating a sense of urgency and motivating action.

Using Plotline, the team effortlessly implemented a no-code widget within minutes, subtly announcing the expiry without disrupting the user experience. The result? 14,000 users out of 80,000 viewers placed an options order.

With Plotline, the Upstox team configures 3–4 widgets daily, enabling rapid experimentation and enhancing the user journey at scale.