How idealo Enhances User Engagement Through Storyly

Founded in Berlin in 2000, idealo embarked on a mission to help users make informed online purchasing decisions and bring transparency into the market. Today, they stand as one of Europe's leading product and price comparison platforms and a key player in the German e-commerce market. On the B2B side, idealo assists shops in finding customers, provided they can offer competitive market prices. 

Challenge 1: Limited Marketing Touchpoints for Post-Acquisition

idealo faced a challenge in maintaining consistent and meaningful engagement with users after the initial acquisition phase. Despite having a strong acquisition strategy, which ensured growth, the company had difficulty in creating enough marketing touchpoints to continue the dialog with the users and foster a sense of loyalty.

Challenge 2: Enhancing User Personalization

In the fiercely competitive e-commerce market, personalized experiences are essential for retaining users and encouraging repeat visits. idealo has been focusing on the topic of personalization for quite some time now, primarily devoting their efforts to enhancing their internal machine learning (ML) technology. However, as ML is more of a long-term investment, they wanted to have a quicker and more flexible solution in addition to aid in achieving their business goals.

And they found Storyly…

Solution 1: Expanding Communication Reach with Storyly during Seasonal Moments

By integrating Storyly, idealo has significantly expanded its communication reach with existing users. Storyly provides a dynamic and flexible communication channel that allows idealo to engage users effectively, particularly during important seasonal events. This ensures that idealo can deliver timely and relevant messages, boosting user engagement and participation in promotions. Some examples of successful seasonal campaigns include Black Friday, Christmas Advent Calendar, a series of interconnected story groups during the Euro 2024, as well as seasonal product collections. 

Solution 2: Creating Engaging User Experiences with Interactives

Storyly enhances user experience by making the app more interactive and enjoyable. By showcasing daily deals in a familiar story format and incorporating interactive surveys, idealo can keep users engaged and entertained while delivering them value. This not only improves user satisfaction but also encourages repeat visits and sustained interaction with the app. 

Solution 3: Bringing personalized experiences with Journeys

idealo aimed to elevate its personalization strategy by tailoring story content to better align with individual user preferences, while keeping the privacy of the users well protected. To achieve this, idealo utilized Storyly's Journeys feature to create a more personalized story experience within their app. During the test period, the average CTR increased by +5.3%, while the average response rate went up by +30%. This approach allowed idealo to deliver content that was not only personalized but also more engaging and aligned with user interests. In addition, it did not require idealo to share any user data with Storyly.

Results:

These benefits translate into impressive results for idealo. They achieved an average monthly engagement rate of 25% during the high season. Storyly's dynamic content generated 10 times more clicks than the static banners they previously used, receiving positive feedback during qualitative user tests. Additionally, they observed a 10x better response to interactive content compared to their social media channels.