Ready Server
A Singapore cloud provider that came to us for app installs. We gave them installs that pay, then rebuilt the funnel around revenue.
Where they were when they came to us
Ready Server sells pay-as-you-go VPS and cloud hosting to SMEs, developers, startups and resellers, with data centres in Singapore and Hong Kong. Customers manage their servers from a mobile app, sign up, then top up credit to start paying.
The original brief was growth: 75,000 app installs and 6,000 paying users within three months. There was no tracking in place to show whether an install ever became a customer, so success could only be measured in downloads.
Creative rebuilt around the real reasons people buy — manage from your phone, deploy in minutes, pay for what you use.
What the diagnosis found
We set up tracking across the whole journey first: install, sign-up and first deposit, on both app and web. The install target was passed within the first quarter, but the data showed the real problem.
Installs were not turning into customers. At the worst point, only around 1 in 4,000 installs led to a paying user. Much of the volume came from low-cost placements and markets that delivered downloads but almost no buyers. On a dashboard it looked like growth. For the business, it was almost no revenue.
The work ran in two chapters
Chapter 1: from more installs to better installs. We refocused acquisition on Malaysia and Singapore, cut placements that produced low-intent downloads, and moved campaigns from optimising for installs to optimising for sign-ups and deposits. Creative was rebuilt around the real reasons people buy: manage your server from your phone, deploy in minutes, pay only for what you use.
The rebuilt web journey — product first, billing explained, proof before pricing.
Chapter 2: from users to revenue. With install quality fixed, the client’s goal moved to monetisation and the success metric changed from installs to top-ups. The website showed strong buying interest, with plenty of visitors starting checkout, but most dropped off at the payment step. The product was technical, the hourly billing model was unfamiliar, and buyers wanted to see the platform before paying.
So we rebuilt the journey around that moment: show the product first, explain the billing clearly, put customer proof before pricing, offer a free demo path for people not ready to buy yet, and bring back those who started checkout but didn’t finish.
Install quality transformed
More than half of installs now become sign-ups, up from 3.5%, and the rate of installs turning into paying users rose 40×. The cost of acquiring each paying app user fell by 97%.
On the website, the share of visitors who top up rose 3.6× between May and September, giving Ready Server a second, steady source of paying customers alongside the app.
Why it matters
Hitting a target and growing a business are not always the same thing. If the KPI is installs, any agency can deliver installs.
We’d rather show a client early that the number they’re chasing won’t pay the bills, then move the goal to the one that does. Ready Server came to us for downloads and now measures marketing by revenue.
Selected creatives from the acquisition system.
Want to know what we’d find in your funnel?
For brands doing RM100K – RM10M+ monthly revenue