Scaling CAFU's App Growth

CAFU - App Growth & Retention Optimisation

COMPANY

CAFU

ROLE

Senior Growth Analyst

EXPERTISE

Growth Product Management

YEAR

2023

Goal

Increase app installs and first orders while reducing acquisition costs.

Process


  • Funnel analysis to spot activation and retention gaps.

  • Cost benchmarking to identify high-CPI channels.

  • ICE framework to prioritise experiments.

  • Cross-functional reviews with product, data, and CRM.

Solution


  • Programmatic campaigns to lower CPI.

  • ML-driven user segments by vehicle type, locality, and tenure.

  • CRM time-based engagement to fill low-demand slots.

  • Promo-code economics to separate true lift from subsidy.

Results


  • Double-digit MAU growth.

  • CPI cut ~30% YoY.

  • CPFO halved vs prior year.

  • Thousands of high-value users added.

  • Improved slot utilisation and retention