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MoEngage · SEO · Experiments

Growth engineering

I work directly with the marketing, SEO and product teams. They bring a growth goal; I find the technical change that moves it, ship it, and measure it.

push, SMS and deep links on Android + iOS
MoEngage
push, SMS and deep links on Android + iOS
city and locality pages
SEO
city and locality pages
city-level experiments
A/B
city-level experiments
events across the booking funnel
GA4
events across the booking funnel

How I work with the business team

Growth ideas usually arrive as a business question: “Why aren’t users opening our pushes?”, “Can we rank for movers in Pune?”, “Are we losing people at login?”. I sit with marketing, SEO and product, turn the question into something we can build and measure, and own it from code to dashboard.

Business goal→Technical plan→Ship behind a flag or experiment→Measure in GA4 / SQL→Keep, tune or roll back

MoEngage: engagement and push

  • SDK on Android and iOS: integrated MoEngage into the Packers & Movers app, with each user’s booking details synced as attributes so marketing can target people by where they are in their move.
  • Push that actually arrives: notifications show even when the app is closed, campaign links deep-link straight to the right screen, and SMS is set up as a second channel.
  • Fixing delivery, not just sending: measured how many users could really be reached by push, traced the gap to missing device tokens, and shipped automatic token re-registration plus monitoring for delivery gaps.

SEO: being found

  • City and locality pages: SEO-friendly routes, city-aware URLs, quick links and review pages, so search engines can find a page for each city and area we serve.
  • Speed counts for ranking: server-side rendering, deferred non-critical code, a prioritised LCP image and layout-shift fixes, since Core Web Vitals feed into search ranking.
  • Content fixes with the SEO team: titles, copy and internal links shipped as small, frequent changes.

Experiments and measurement

  • Deferred login: A/B tests by city (80/20, then 75/25) that let users see prices before logging in, to reduce early drop-off.
  • Funnel tracking: GA4 events across the booking flow and SQL funnels by city, so every change has a before and after.
  • Attribution: separated app installs from direct web traffic with the Play Install Referrer, so marketing knows which channel brought a user.

What I learned

  • Agree on the metric before writing code. It turns “make it better” into a yes or no.
  • Ship growth changes behind a flag or experiment. Rolling back is then a config change, not a release.
  • Check delivery before running a campaign. The best message is worthless if it never reaches the phone.