Case Study: Testbook achieves 15% reactivation of inactive users with WebEngage’s Marketing Cloud

How Testbook used WebEngage’s Marketing Cloud to Reactivate 15% of Inactive Users

Testbook, an Indian ed-tech company that provides online exam preparation on a freemium model, faced a common challenge: users often went inactive during their free trial, risking drop-off before conversion. The marketing team’s goal was to bring these inactive users back to the platform and complete the trial-to-purchase funnel.

Using WebEngage’s Journey Designer, Testbook built an automated, multi-channel reactivation workflow triggered on practice start/resume, that waited eight days of inactivity, checked channel opt-ins, and sent personalized push, web push and email messages with tailored CTAs. The campaign reactivated 15% of inactive users within three months and drove higher open rates, click-throughs and conversions, boosting top-of-funnel engagement.

Testbook

Narendra Agrawal

Co-founder