Masa
A social event discovery and community platform positioned as the city's freest socializing area. We executed a strategic category pivot, ASO optimization, and funnel redesign, nearly doubling sign-up conversions and stabilizing retention.
63%
Sign-up Conversion
20%
Day 1 Retention
The Challenge
Masa needed to differentiate in a crowded market while battling rising acquisition costs and high onboarding drop-off rates.
Market Positioning: Needed to differentiate in a crowded market and address friction in modern socialization.
Acquisition Costs: Facing rising CPC trends in the Entertainment category.
Activation Friction: Initial user onboarding had a high drop-off rate due to mandatory sign-up walls.
What We Did
We executed a strategic category pivot, optimized ASO metadata, and streamlined the onboarding funnel to remove friction.
Push Permission Strategy
Most apps waste the push notification permission moment with a cold system alert. We replaced it with a custom in-app screen that primed users with genuine value, tying notifications to personalised local event discovery. This reframing turned a request into an obvious yes, improving opt-in rates and expanding long-term re-engagement reach.
Friction-Free Onboarding
The mandatory sign-up wall was the biggest drop-off point, users left before experiencing any value. We restructured the flow to surface Masa's core experience first and defer registration until engagement was already established. This single architectural decision was the primary driver behind the 63% sign-up conversion lift.
App Store Review Engine
App Store ratings directly influence organic ranking and conversion. We designed a contextual review prompt that fires after genuine positive engagement signals, never intrusively, always at the right moment. By anchoring the ask to user satisfaction rather than timing alone, we drove a measurable improvement in ratings without disrupting the experience.
Day-1 Activation Sequence
The first 48 hours define whether a new user stays. We built an automated welcome sequence in OneSignal that activated new sign-ups progressively, introducing key features, surfacing nearby events, and pulling users back before the initial curiosity fades. This campaign became the backbone of Masa's post-signup retention layer.
The Results
Nearly doubled sign-up conversions, stabilized retention, and improved organic discovery through strategic repositioning.
63%
Sign-up Conversion
20%
Day 1 Retention
2x
Conversion Improvement
Increased sign-up conversion rate from 32.7% to 63% by optimizing the onboarding flow.
Stabilized Day 1 retention at 20%, proving strong product-market fit.
Improved organic discovery through strategic category alignment and ASO updates.
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