Choice Broking (a member of NSE, NCDEX, MCX, BSE and MSEI) is a leading brokerage firm with 48+ branches PAN India and 1100+ franchises.


The Challenge

With the launch of a new product, challenges sprung up in the form of establishing a presence in an overly competitive market and bringing in new users organically. Organic growth was impacted as the project is built with multiple APIs, which affected page speed. Further, communicating with an offline client base with the technicalities of an online platform as well as an audience that were largely beginners to an extent. Lastly, managing the online reputation since even a small glitch can find a tendency to become an outburst online.


The Approach

The first focus was to set Jiffy apart from its competitors, wherein a customer-first approach was devised; noticeable in the brand’s visual assets and communication. At the initial stage, a beta test was conducted to understand the customer and reduce the propagation of issues. Five types of audiences were identified and subsequently, the approach was modified with great emphasis placed on the creation of user-guides, video tutorials, walkthroughs, UI/UX optimization and aligning of the customer support communication with that of the brand voice. To increase reach, efforts were narrowed down to the audience that lived on Facebook, Twitter, Quora and Trading Forums, among others. A one-month campaign was launched with offers that increased the number of followers and earned Jiffy new sign up requests as well. On the day of the product launch, the Jiffy hashtag trended at number one position. Design and content was SEO optimized and the team further devised upon a solution to decrease the page load time from 13 seconds to 3.5 seconds, thereby resolving the flow of organic traffic issue. To rank the app, ASO elements were incorporated followed by testing the apps rank for keywords. Strategies took a supportive approach, with the team involved greatly in first-hand communication with the intent to not just acquire new customers but also encourage them to become active traders. Engagement at this level helped positively influence the customers, sustain its four-star rating on App Store and Play Store and enhance the customer experience.


The Result

Acquired visitors in 12 months

Mobile app downloads

Received new sign up requests

Followers organically on social media

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