Case Study: Grouu achieves a 17% reduction in funnel drop-offs with WebEngage Startup Program

Indonesian Gourmet Baby Food Brand Grouu Achieves A 17% Reduction in Funnel Drop-Offs with WebEngage Startup Program

Grouu is a Jakarta-based D2C gourmet baby food brand (founded 2020) that delivers fresh, chef- and scientist-crafted meals for babies six months and older. Despite strong product-market fit, the team struggled to convert anonymous site visitors, send personalized messages at scale, and track clear funnel metrics—resulting in slow manual marketing and high drop-offs across the purchase journey.

Through the WebEngage Startup Program, Grouu implemented on-site surveys and automated, behavior-driven email journeys (payment-abandonment, checkout-initiation and funnel drop-off nurtures) to convert unknown users and personalize outreach. The campaigns drove a 17% reduction in funnel drop-offs, a 47% open rate and 17.81% conversion for the funnel campaign (April peak >43%), a 37.96% open rate and +8% conversion on payment-abandonment emails, a 10% survey response rate, 2× added-to-cart and 3× initiated-checkout uplifts, a >33% increase in MAUs, and roughly IDR 100.7M in incremental revenue.

Grouu

Natalia Imelda

Co-founder & CMO