Branch > Case Studies > GoMechanic's Strategic Use of Branch's Deep Linking Solutions for Enhanced User Engagement and Conversion

GoMechanic's Strategic Use of Branch's Deep Linking Solutions for Enhanced User Engagement and Conversion

Technology Category

Analytics & Modeling - Predictive Analytics
Robots - Wheeled Robots

Applicable Industries

Automotive
Telecommunications

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Smart Parking
Vehicle-to-Infrastructure

About The Customer

GoMechanic is India's first startup that operates a network of technology-enabled automobile service centers. It is the only player in an unorganized automobile service market and is present in over 29 cities. The GoMechanic app offers 200+ services across 12 different categories, including car service, spares, and accessories. They have recently launched On-Board Diagnostics, GoMechanic Miles (an annual membership), and new customized services to enhance the driving experience for its users. With over 1 million downloads on the play store and a 4.7+ rating, GoMechanic is focused on its mobile app conversions.

The Challenge

GoMechanic, India's first technology-enabled automobile service network, faced a significant challenge in maintaining a high lifetime value (LTV) to customer acquisition cost (CAC) ratio. The company operates in a market where customers have multiple options to cross-check service quality and pricing, leading to a complex purchase flow and high drop-offs. This resulted in significant cart abandonment that needed to be tracked and fixed. Additionally, the nature of the automobile service industry meant that customers planned their car service far in advance, leading to a long duration between the first and second service. This made it difficult to justify the CAC for users making only a single purchase.

The Solution

GoMechanic leveraged Branch's suite of products to deliver a flawless user experience, thereby increasing user app engagement and acquisition. They used Branch's deep linking and attribution solutions across their multichannel strategy, which includes web, social media, emails, SMS, and even print media. This helped drive user engagement and acquisition to its mobile app. For instance, GoMechanic used deep link-powered notifications to users who were abandoning their carts, driving them back to the app to complete their purchase. They also used Branch's mobile measurement partner (MMP) solution, Universal Ads, to accurately attribute its ad conversions across every channel and device. This allowed them to track each app install and conversion back to its true source and campaign. GoMechanic also used Branch's mobile linking platform (MLP) solution to power an app referral program, deep linked WhatsApp engagement, social media integration, promotion emails, SMS campaigns, push notifications, and QR codes.

Operational Impact

The partnership with Branch has allowed GoMechanic to disrupt the automotive industry further and achieve its long-term goals of providing a one-stop destination for users for their automotive needs. By solving the issue of poor LTV: CAC ratio and high cart abandonment, Branch has helped GoMechanic effectively drive greater user engagement, boost conversions, and hit new levels of mobile app growth. The success of using deep links throughout their marketing efforts has fueled the GoMechanic team to focus on new growth initiatives. They have been able to expand to more channels for advertising while having granular visibility into their analytics and attribution for each campaign performance. They have also been able to leverage deep links to create a seamless customer journey from different channels to their mobile app.

Quantitative Benefit