Baatu Story

Baatu Technologies is a pioneering company dedicated to enhancing children’s digital well-being through innovative technology solutions. With expertise spanning cybersecurity, child psychology, and educational technology, Baatu empowers families by fostering trust and transparency in the digital age.

Their flagship product, the Child Online Protection (COP) App, is designed for parents, helping them create a safe and enriching digital environment for their children.

To accelerate adoption and expand its reach, Baatu partnered with upGrowth to conduct a growth audit, manage paid ad execution, and provide consultation for scaling strategies across Indian and international markets.

Identified Challenges

Despite a strong vision and impactful product, COP App faced challenges that limited its growth:

Low discoverability and brand visibility among parents concerned with digital safety.
Gaps in app UI, communication, and Play Store presence that affected user experience and trust.
Inefficient tracking and funnel clarity make it challenging to measure and optimise conversions.
Need to scale installs and parent signups cost-effectively, while preparing for international market entry.

Goal: Create a sustainable growth framework that builds awareness, increases app installs and parent signups, and improves the overall user experience.

upGrowth’s Strategy & Execution

Period: May 2025 – Sept 2025

Initial Situation

COP App, developed by Baatu Technologies, aimed to safeguard children’s digital well-being and empower parents with a reliable monitoring solution.
Despite a strong vision and impactful product, the app struggled with low discoverability, gaps in UI/UX and communication, and limited visibility in the Play Store.
Tracking was inefficient, making it difficult to measure user activation and optimise conversions.

Starting Point

The app had steady installs, but a large proportion of users dropped off before signup or child profile setup.
Parent sign ups were minimal, uninstall rates were higher than industry benchmarks, and the overall funnel lacked clarity for scaling campaigns cost-effectively.

Objective

Build a sustainable growth framework to improve discoverability and adoption.
Increase installs, verified parent signups, and child profile completions.
Optimise communication and onboarding to reduce friction and uninstalls.
Improve tracking accuracy to measure performance across the funnel.
Prepare the app for scalable growth in Tier 1 & Tier 2 Indian cities while laying the foundation for international expansion (US, UK, UAE).

Solutions

Empathy, Research, Brainstorming & Planning

When COP App approached upGrowth, we began with a comprehensive Growth Audit covering:

App UI & UX – simplifying the signup and child setup process, adding contextual guidance, and improving reports UI with actionable insights.
Google Play Console – rewriting descriptions with parent-centric language, updating screenshots, adding promo videos, and linking the correct website.
Communication Audit – rewriting push, email, and WhatsApp flows in a more nurturing tone, adding personalisation, follow-ups, and behavioural segmentation.
Parent Experience Audit – addressing pain points like slow app resume, confusing setup flows, unclear permissions, and OTP guidance.
Website & Notifications – improving messaging clarity, usability, and engagement triggers.

Based on these audits, we provided recommendations and worked with the Baatu team to implement improvements.

We also performed a Paid Ads Audit (Google Ads + Meta Ads) to identify gaps in campaign structure, targeting, and creatives.

Strategy & Execution

Paid Ads Execution

Built a paid ads plan with defined personas, audience segmentation, and creative strategy.
Designed ad creatives aligned with parental concerns and trust-building messaging.
Launched App Install campaigns and YouTube campaigns to drive awareness.
Created weekly & monthly performance trackers for data-driven decisions.

Conversion Tracking (GA4)

Set up the GA4 website property.
Defined app event lists to track key actions like installs, signups, and child profile setup.

Email & Retargeting

Designed an email survey for parents who had signed up but not completed the child profile setup.
Created retargeting flows to bring inactive parents back.

Additional Growth Strategies

Shared strategies for affiliate marketing.
Suggested key talking points for a Radio City Interview & Reel promotion.
Developed a launch strategy for international markets (USA, UAE & UK).
Designed scaling strategies for current campaigns to achieve sustainable cost efficiency.

Results & Impact

Within just 2 months of execution, COP App saw measurable improvements in performance and visibility:

19.5K+ app installs with an average CPI of ₹6 (lower than industry average).
400+ verified parent signups through campaigns.
8 Lakh+ video views driving awareness and trust among parents.
Enhanced App UI, Play Store listing, and communication quality, creating a more parent-friendly experience.

Improved brand visibility and credibility in the highly sensitive child safety space.

Conclusion

Through a structured audit, execution plan, and ongoing consultation, upGrowth helped Baatu Technologies transform the growth trajectory of the COP App.

By combining UI/UX improvements, targeted paid ads, personalised communication, and robust tracking, COP App is now well-positioned to scale in India and expand to international markets.

This partnership enabled Baatu to achieve cost-effective installs, engaged parent signups, and stronger brand trust, bringing them closer to their mission of safeguarding children’s digital well-being worldwide.

Testimonials

Sandeep Kumar

I had the privilege of working with Amol during a crucial phase of our journey at Baatu and ParentCop. What stood out instantly was his ability to think in systems, not silos.

upGrowth becomes a true partner in both product engineering and growth strategy. They helped us bridge the gap between what we were building and how it needed to scale in the real world. From tightening our product logic, refining user flows, and setting up growth loops to running high-ROI experiments, they have fingerprints all over the foundation that make ParentCop what it is today.

What I valued most was his ability to combine clarity with execution. He could zoom out and challenge our big-picture assumptions while simultaneously getting his hands dirty with the details—whether it was optimizing acquisition funnels, designing scalable systems, or setting up metrics that actually mattered.

If you’re looking for someone who won’t just “advise” but will engineer growth into your product DNA, Amol is the person you want on your side.

Growth Consultation

Growth Execution

AI Driven Growth

Transparent Growth Measurement (NPS)

From Zero to 19.5K+ Installs at ₹6 CPI in 2 Months: COP App by Baatu

Baatu Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Empathy, Research, Brainstorming & Planning

Strategy & Execution

Results & Impact

Conclusion

Testimonials

Sandeep Kumar

AI Driven Growth

From Zero to 19.5K+ Installs at ₹6 CPI in 2 Months: COP App by Baatu

Baatu Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Empathy, Research, Brainstorming & Planning

Strategy & Execution

Results & Impact

Conclusion

Testimonials

Sandeep Kumar

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