To address this, we’ve introduced the ability to choose conversion metrics on the WebEngage dashboard. This new feature empowers you to select the best conversion type with your campaign objectives, ensuring data relevancy and actionable insights.

Understanding the Conversion Types

You can now choose from three distinct conversion types:

1. Send-Through Conversions (Default)

• Tracks the number of users who converted after receiving the campaign. This includes users who converted regardless of whether they opened or clicked the campaign.
• Ideal for assessing the broader impact of a campaign.

2. View-Through Conversions

• Tracks the number of users who converted after viewing the campaign, even if they didn’t click.
• It is best for campaigns where viewing the message itself plays a significant role in influencing conversions.

3. Click-Through Conversions

• Tracks the number of users who converted after clicking the CTA (Call-to-Action) in the campaign.
• Perfect for campaigns focused on driving direct engagement and measurable actions.

When to Use Each Conversion Type

Choosing the right conversion type depends on the goals of your campaign:

• Send-Through Conversions: Use this to understand the overall impact of sending a campaign, including indirect influence on user behavior.
• View-Through Conversions: Use this when your campaign’s success relies on users simply engaging with the message by viewing it (e.g., informational campaigns or announcements).
• Click-Through Conversions: Use this for campaigns with CTAs that aim to drive specific actions, such as purchases, sign-ups, or downloads.

You can unlock more meaningful insights and optimise performance by tailoring the conversion type to your campaign’s objectives.

On the Dashboard

Accessing and configuring this feature is simple:

1. Navigate to the Data Platform:

• Go to the Data Management section.

2. Locate the New Setting:

• Within Data Management, you’ll find a new option titled Conversion Card Setting alongside “Upload Event Data.”

3. Select Your Conversion Type:

• By default, the conversion type is set to Send-Through Conversions.
• Use the dropdown to select your preferred conversion type: Send-Through, View-through, or Click-through.

4. Apply Changes:

• Once updated, the conversion and revenue metrics across all relevant dashboard sections will automatically reflect your selected conversion type.

Impact on Dashboard Metrics

When you change the conversion type, the dashboard updates to reflect your chosen metric. This includes:

• Campaign Stats: Conversions and revenue metrics have been updated to match the selected conversion type.
• Channel Overview: Provides conversions and revenue metrics based on your selection.

• List of Campaigns Page: Displays campaign performance with updated metrics.
• Engagement Overview: Tracks engagement metrics tailored to your conversion preference.

• Journey and Relay Overview: Reflects conversion data across all journeys and standalone campaigns.

Impact on Control Group Metrics

Control Group (CG) metrics will remain consistent, ensuring reliable comparisons:

• Send-Through Conversion Data for CG: Conversion data for CGs will continue to use Send-Through Conversions, irrespective of the selected conversion type.
• There has been no change in Uplift Calculations. Based on Send-Through Conversions, uplift metrics will still calculate the difference between the Target Group (TG) and the CG.
• Control Group Reports: CG stats and reports will remain unaffected, preserving the accuracy of these insights.

Conclusion

The ability to customize conversion metrics is a game-changer for WebEngage users. Selecting the most relevant conversion type for your campaigns can uncover deeper insights, optimize performance, and align metrics with your business goals.

To get started, update your Conversion Card Setting on the dashboard today. For detailed steps and guidance, check out our Knowledge Base.

Take control of your campaign metrics and redefine success with WebEngage!

Why We Built the Trust Centre

In a world of rising data breaches and cyber threats, ensuring the safety of your data isn’t just a feature—it’s a necessity. While we have consistently implemented industry-leading security measures, we felt the need to surpass the standard. Transparency builds trust, and we want to provide our clients and prospects with a comprehensive, easy-to-navigate resource that highlights precisely how we keep your data secure.

The WebEngage Trust Centre will:

1. Enhance Transparency: We will detail our security and compliance measures so you can feel confident about partnering with us.
2. Demonstrate Accountability: Provide the information you need to make informed decisions about your martech stack.
3. Reinforce Trust: Ensure your data is safe and backed by industry-recognized certifications and rigorous security protocols.

Building Security on a Strong Foundation: WebEngage CDP

The WebEngage Customer Data Platform (CDP) is at the heart of our security infrastructure. It ensures customer data’s secure, seamless, and compliant management. The WebEngage CDP’s robust architecture provides a solid foundation for collecting, storing, and processing data by global standards.

Key Certifications That Reinforce Our Commitment:

• ISO/IEC 27001: Managing information security with the highest standards.
• ISO/IEC 27701: Extending privacy management to align with global data protection regulations.
• SOC 2 Type II: Ensuring strong controls over security, availability, processing integrity, confidentiality, and privacy.
• GDPR and CCPA Compliance: Aligning with global and regional data privacy regulations.
• HIPAA Compliance: Safeguarding healthcare data securely.
• RBI SAR Compliance: Meeting the Reserve Bank of India’s stringent security audit requirements for financial data.
• VAPT Certification: Conduct regular Vulnerability Assessment and Penetration Testing to identify and mitigate security risks.

What You’ll Find on the WebEngage Trust Centre

Our Trust Centre is a comprehensive resource that addresses security-related questions and concerns. Here’s a quick overview of what it offers:

1. Certifications and Audits: Detailed information about our globally recognized certifications, routine audits, and compliance with regulations.
2. Policies and Practices: Insights into our data encryption methods, access control mechanisms, and incident response strategies.
3. Resource Library: Access whitepapers, guides, and other documentation about our security infrastructure and best practices.
4. Updates and Announcements: Stay informed about new certifications, policy updates, and upcoming security features.

Your Data, Our Priority

At WebEngage, we understand that our platform is the backbone of your customer engagement strategy. Whether you entrust us with critical data to run targeted campaigns, personalize user journeys, or analyze performance, we don’t take that lightly. The Trust Centre is a testament to our dedication, offering visibility into how we secure your data at every step.

Explore the Trust Centre

Discover how WebEngage prioritizes data security and compliance. Visit the Trust Centre today at https://webengage.com/security/.

Together, let’s engage with confidence.

But here’s the exciting part: companies that excel at personalization see a 40% boost in revenue! So, how can you jump on this personalization bandwagon and start reaping the rewards? Enter — Catalogs and Recommendations, the perfect tools to help you deliver hyper-personalized experiences at scale.

In this blog, we’ll dive into how WebEngage’s Catalogs and Recommendations can help you connect with customers more meaningfully. Let’s dive in!

Introducing Catalogs

Ever opened a notification and thought, “Wow, this is exactly what I was looking for!” It feels personal, doesn’t it? Like it’s made just for you. But how do brands pull this off at scale?

The answer: Catalogs.

Catalogs are dynamic, real-time repositories of product data that power personalized experiences. They help you deliver timely, accurate, and relevant messages to your customers across various touchpoints.

Key Features of Catalogs

• Real-Time Accuracy: Keep your product data up-to-date—no manual fixes required.
• Event-Based Personalization: Personalize offers based on user actions, such as “Added to Cart” or “Viewed Product.”
• Automation at Scale: Sync and manage campaigns effortlessly across multiple channels.

Use Cases for Catalogs

• Highlight Key Attributes: Showcase items with high ratings or unique features like eco-friendliness or limited editions.
• Dynamic Information at Checkout: Display real-time data about products, such as ratings or reviews, directly at checkout to nudge users towards completing a purchase.
• Stock and Price Alerts: Notify users when items they’re interested in are back in stock, running low, or have price drops to create urgency and drive conversions.
• Personalized Recommendations: Use catalog data to recommend products or services tailored to user preferences, ensuring the messaging remains relevant and timely.
• Real-Time Catalog Updates for Services: Offer real-time updates on product availability or service slots, encouraging users to take immediate action.
• Trending and Popular Items: Display top-rated or frequently purchased items to drive interest in best-sellers.

Introducing Recommendations

A common problem brands face is relying on a one-size-fits-all approach, resulting in missed opportunities and disengaged customers. In fact, 91% of customers are less likely to shop with brands that fail to deliver relevant recommendations.

Here’s the good news: with our machine learning-driven recommendation engine, you can deliver personalized, timely, and relevant suggestions. Our system dynamically leverages your product catalog and user behaviors or interests to craft compelling recommendations.

Plus, you have complete flexibility to manage the recommendation logic and types that best suit your campaigns.

Understanding Recommendation Types and Use Cases

1. Relevant Recommendations: Specific suggestions tied to particular items, enhancing the user experience with contextually appropriate offers.

Use Case: Offer complementary products during checkout to increase order value (e.g., recommend a wireless charger when a user adds a smartphone to their cart).

2. Personalized Recommendations: Suggestions tailored to individual user behavior, preferences, or purchase history, delivering highly relevant content.

Use Case: Display tailored recommendations on homepages or category pages (eg. suggest crime dramas to a user frequently watching shows in that genre).

3. Static Recommendations: Fixed suggestions for all users, ideal for campaigns targeting new users or when personalized data is insufficient.

Use Case: Showcase best sellers to new visitors on the website (e.g., top-selling sneakers).

4. Custom Recommendations via API: Tailor recommendations to specific user segments, cohorts, or behaviors with API-driven precision. Read our blog on Custom Recommendations via API to learn more.

Use Case: Recommend high-value items to premium users or frequent buyers (e.g., premium savings accounts or credit cards).

5. Fallback Recommendations: Ensures users always see relevant suggestions, even when the Primary Recommendation strategy doesn’t have enough items. Read our blog on Fallback Recommendations to learn more.

Use Case: When the primary recommendation (eg. personalized) falls short, display fallback 1 (personalized) and fallback 2 (static) instead.

Now that we’ve seen how Catalogs and Recommendations work, let’s understand how they work together. When combined, they unlock the power of real-time, context-aware personalization at scale. Here’s how:

How Catalogs and Recommendations Work Together

Basic Use Cases

1. Personalized Product Display

Use catalogs to power personalized recommendations on key landing pages. When a user visits, they see a curated list of products tailored to their recent browsing or purchase history, increasing engagement and driving conversions.

Example: A first-time visitor sees trending products, while a returning customer sees items they previously viewed.

2. Post-Purchase Cross-Sell Emails

After purchase, send personalized follow-up emails with relevant cross-sell product recommendations using catalog.

Example: If a customer buys a skincare product, recommend trendy new arrivals in skincare like face masks, sheet masks, etc.

Intermediate Use Cases

1. Dynamic Campaigns with Real-Time Stock Updates

Launch campaigns that showcase products based on real-time inventory from the catalog. If stock levels change, the recommendations auto-update to reflect only available items.

Example: During a sale, only in-stock items are recommended to avoid user frustration from seeing unavailable products.

2. Personalized Promotions Based on User Behavior

Trigger personalized offers in-app or via email, using catalog data combined with user actions like cart abandonment or wishlist additions.

Example: If a user adds a product to their wishlist but doesn’t purchase it, send them a personalized promotion or discount on that specific product.

Advanced Use Cases

1. Behavior-Driven Dynamic Bundles

Create dynamic product bundles tailored to user behavior, powered by both catalog and the recommendation engine. These bundles can change in real-time based on browsing history or past purchases.

Example: A user who frequently browses electronics gets a dynamic bundle with a laptop, mouse, and keyboard.

2. Predictive Personalization with Machine Learning

Leverage predictive algorithms to suggest future purchases based on historical data. The catalog ensures up-to-date product availability, while the recommendation engine predicts what users might want next.

Example: A frequent traveler receives personalized hotel and flight recommendations based on past bookings and current location trends.

Wrapping Up

With Catalogs, you get real-time, accurate product data at your fingertips—no manual work, no outdated listings. Recommendations bring personalization to life, helping you deliver relevant suggestions that users care about. Together, they create a seamless engine that powers smarter, context-aware engagement across channels.
Ready to transform how you engage with users? Try out these tools, watch this space for updates, and if you have any questions, reach out to product@webengage.com!

Why does this matter? Because 76% of users of users feel frustrated when they don’t get personalized shopping experiences. Enter Fallback Recommendations — your ultimate safety net. They ensure your users always see relevant suggestions, even when your primary recommendation logic falls short.

The result? No empty slots, no irrelevant results, just seamless, engaging experiences that keep users exploring.

Why Are They Essential?

1. Seamless Browsing, Always: Users won’t notice when the primary strategy falls short. Fallbacks step in with meaningful suggestions, guaranteeing a smooth experience.
2. Perfect for New Visitors: No browsing or purchase history? No problem. Fallback options like trending items, keep new visitors engaged without needing extensive data.
3. Dynamic and Flexible Options: Stack multiple fallback strategies in priority order. Whether inventory fluctuates or user data is limited, your platform stays agile and user-focused.
4. Minimized Frustration, Maximized Engagement: Avoid empty slots and irrelevant results. Keep users intrigued and engaged by offering quick, relevant recommendations—even in tricky situations.

Understanding the Recommendation Types

Here’s how fallback strategies work, depending on the recommendation type:

1. Relevant Item Recommendations: Suggest items frequently browsed or purchased together by similar users. Ideal for cross-selling or upselling.

Example: A user browsing smartphones gets suggestions for cases, screen protectors, or earbuds.

2. Personalized Recommendations: Tailored suggestions based on a user’s browsing or purchase history.

Example: A skincare enthusiast sees serums or masks from their favorite brand.

3. Static Recommendations: Highlight top-performing items or trends based on popularity.

Example: Display “Top 5 Trending Products” like fitness trackers or immunity boosters.

How Do Fallback Recommendations Work in WebEngage?

Step 1: Set Up Your Primary Recommendation

Choose your primary strategy. For instance, show personalized recommendations to users exploring holiday packages: “Top Beach Resorts for Your Next Vacation.”

Step 2: Add Fallback Strategies

You can add up to three fallback recommendations, depending on your primary type. Here’s a quick guide:

Notes:

1. If your primary strategy doesn’t deliver, the system automatically switches to the next fallback.
2. If you need to delete a recommendation that’s being used as a fallback elsewhere, you’ll need to remove it from those backup slots first.

Step 3: Preview Before You Go Live

Use the Preview option to see how recommendations appear. For instance, simulate results for a user searching for “Tropical Holiday Packages” but not browsing further.

Use Cases

Let’s break it down with some industry-specific use cases:

Wrapping Up

Fallback Recommendations by WebEngage keep your user journey smooth and frustration-free. They bridge the gap when the primary strategy falters, ensuring users stay engaged and conversions keep rolling in.

Ready to ensure your users always see the best you have to offer? Contact your Account Manager or reach out to us at product@webengage.com.

The global edtech sector is booming, expected to grow from $220.5 billion in 2023 to $810.3 billion by 2033 with a 13.9% CAGR. This surge highlights a critical need for edtech brands to build meaningful, data-led engagement strategies, especially with average student retention rates at just 27% and high dropout rates posing major challenges.

Here’s how data-led engagement through WebEngage’s Impact Stories is transforming the edtech landscape.

Use Case 1: How to Increase Course Attendance with Personalized Engagement?

Why Course Attendance Matters

Student engagement is a major predictor of course completion, especially for non-traditional students who face additional barriers in online education. According to a study by Taylor and Francis on student engagement in higher education, first-year students in fields like computing had a 33.2% non-completion rate due to engagement barriers, highlighting the critical role of personalized support for retention.

Aakash Digital’s Success with WebEngage

Aakash Digital, a premier online platform for competitive test preparation in India, leveraged WebEngage’s Retention Operating System to implement hyper-personalized engagement campaigns. By targeting students with action-based communication, Aakash Digital saw a 31% increase in LIVE class attendance and an 18% boost in recorded class views. This strategy proved vital in motivating students to attend sessions consistently and engage fully with the course material.

Key Metrics:

• 31% increase in live class attendance.
• 18% increase in recorded class views.
• 2.3X reduction in acquisition costs.

TutorBin’s Personalized Tutoring Ecosystem

TutorBin, a global online tutoring platform, adopted WebEngage to personalize student experiences and improve retention. Using WebEngage’s segmentation and in-line web personalization, TutorBin achieved a 25% increase in student retention and saw conversions rise by 187.8% through web personalization. This personalized approach enables TutorBin to support students with targeted content and expert guidance, keeping them actively involved in their learning journey.

Key Metrics:

• 25% increase in user retention.
• 187.8% boost in unique conversion events.

Use Case 2: How to Convert Trial Users to Paid Subscribers?

The Importance of Conversion in EdTech

With edtech’s average conversion rate at 2-3% (source), retaining and converting trial users into paying customers is a priority for edtech platforms. Personalized communication helps drive conversions, targeting each user’s unique needs and journey stage, which can double subscription rates.

Airblack’s Increase in Trial-to-Subscription Conversions

Airblack, a platform empowering micro-entrepreneurs in beauty and food, achieved a 13% increase in subscription rates by using WebEngage to send tailored emails and WhatsApp reminders to trial users. By leveraging customer behavior data to engage users at critical points, Airblack improved the relevance and timing of their outreach, resulting in higher conversions.

Key Metrics:

• • 13% increase in trial-to-subscription conversion.

Testbook’s Success with Gamification

Testbook, a fast-growing edtech platform, saw revenue from in-app campaigns rise by 9X through gamified engagement strategies, including scratch cards and spin-the-wheel templates powered by WebEngage. This gamification approach encouraged users to upgrade to premium plans by making interactions fun, reinforcing the value of the paid experience.

Key Metrics:

• • 9X increase in in-app campaign revenue.
  • 3X increase in unique clicks on gamified campaigns.

Use Case 3: How to Improve Student Feedback and Engagement for Long-Term Retention?

Retaining Students with Feedback-Driven EngagementEngagement and feedback play a crucial role in retention, especially for non-traditional students who need additional support structures. Retaining customers can cost up to 25 times less than acquiring new ones, and an effective retention strategy can convert 60-70% of existing customers compared to only 5-20% for new customers as per study by Hubspot.

Impact Story: NxtWave’s 60% Feedback Response Rate

NxtWave, focused on skilling India’s youth for tech careers, leveraged WebEngage to automate feedback requests using on-site notifications, achieving a 59% click-through rate and a 60% feedback response rate. This feedback loop enabled NxtWave to continuously improve the student experience, ensuring students stay engaged and motivated.

Key Metrics:

• 60% feedback response rate
• 59% click-through rate for feedback notifications

Clapingo’s Revenue Boost through In-App Notifications

Clapingo, an online tutoring company, increased revenue by 59% via in-app notifications, using WebEngage’s multi-channel engagement tools to reach users across SMS, email, and push notifications. By strategically targeting users with reminders, Clapingo maximized trial conversions and encouraged re-engagement, ultimately driving higher click-through revenue.

Key Metrics:

• 59% revenue boost through in-app notifications.
• 44% increase in SMS click-through revenue.

Conclusion

In a highly competitive edtech landscape, engagement and retention are essential for long-term success. WebEngage equips edtech brands with advanced personalization, automation, and data-driven insights to address the key challenges of student retention, trial-to-paid conversion, and consistent engagement. With proven success stories from brands like Aakash Digital, TutorBin, and Testbook, WebEngage’s Retention Operating System is helping edtech platforms scale sustainably, foster student loyalty, and deliver exceptional educational experiences.

Call to Action:

Ready to see how WebEngage can transform your edtech engagement strategy? Explore the WebEngage platform and join the journey to enhance student success and retention. Book a Demo today.

FAQ Section

How does WebEngage improve student retention in edtech?
WebEngage uses personalized, data-driven campaigns across channels to keep students engaged and motivated.

What are the best channels for engaging students?
Effective channels include email, SMS, push notifications, and in-app notifications, all of which WebEngage optimizes for cross-channel campaigns.

How does WebEngage support data privacy for educational platforms?
WebEngage adheres to GDPR and other data privacy standards, ensuring secure handling of student information.

What is the average retention rate in edtech?
Industry data indicates a typical edtech retention rate of around 27%, which WebEngage helps improve through targeted engagement.

How can WebEngage’s gamification feature boost student engagement?
Gamification tools like scratch cards and spin-the-wheel templates make learning more interactive, encouraging students to stay involved.

What is WebEngage’s Retention Operating System?
It’s a suite of engagement tools that combine analytics, segmentation, and personalization to boost customer retention.

Does WebEngage support omnichannel marketing?
Yes, WebEngage enables cross-channel campaigns through email, push notifications, SMS, and more.

Can WebEngage improve trial-to-subscription conversions?
Absolutely, as shown with brands like Airblack, which increased conversions by 13% using WebEngage’s targeted campaigns.

What is WebEngage’s Customer Data Platform (CDP)?
The CDP centralizes user data to create unified customer profiles, enabling precise targeting and personalized campaigns.

Why is retention important for edtech brands?
Retention reduces churn, builds student loyalty, and ensures a sustainable revenue stream, making it a critical success factor.

We’ve got some powerful updates this month to help you work smarter and deliver that personalized touch. Ready to explore? Let’s dive in.

What’s New?

1. UTM Parameters Auto-Enabled for Campaign Links

Say hello to simplified tracking! UTM parameters are now automatically added to campaign links across channels like Email, SMS, Web Push, On site, Web In-line and WhatsApp. Set up to 8 UTM parameters and apply to new campaigns automatically.

Searching for flexibility? Now, you can customize at the campaign level!

Learn more

2. Trigger Journeys by Refreshing CSV Lists

No more manual updates! CSV lists updated via API are now automatically refreshed, enabling journeys to start or exit based on real-time data changes.
Seamlessly activate or deactivate journeys as your external data evolves!

3. View and Download ‘List of Users’ for Static and Refreshing Lists

With this update, simplify list analysis and make targeting more precise:

• View users in Static and Refreshing Lists with their attributes.
• Select custom attributes to display.
• Sort and search for specific users with ease.



4. Improved Personalization Token Experience

Personalization just got a whole lot easier! Add fallback values and capitalize words right in the personalization modal—no Nunjucks syntax needed.
See the difference:

Learn more

5. Optimizations to Geofence and Location Tracking

We’ve updated the WebEngage SDK to version 4.17.1, now using the latest play-services-location version (21.3.0) for enhanced geofence and location tracking.
To ensure smooth performance, please update your SDK accordingly.

Learn more

6. SDK Updates — Your Campaigns, Optimized

Android

• SDK v4.17.1
• Optimisations to Geofence and Location tracking
• Fixed issue with GiF display
• SDK v4.17.2: Bug fixes and optimisations
• SDK v4.17.3: Bug fixes and optimisations

iOS

• SDK v6.13.1: Bug fixes and optimisations

Learn more Android, iOS

That’s all folks! If you have any queries, feel free to contact your Account Manager or write to us at product@webengage.com.

Happy marketing!

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