Oct 03, 2016
This blog post was originally published in 2016. You can read one of our newer posts on web-to-app conversions.
By now, you’re likely aware of Smart Banners – the banner that floats on your mobile website and allows your users to easily convert into native app users. They are used to drive new app installs and re-engage existing users. These banners have been around for quite some time and have been proven to helped brands increase installs by 3X – but what we didn’t know, was how do these users coming from Smart Banner compare to users who find your app through all other channels?
How do users coming from your Smart Banner compare against General App Users? Do they purchase more? Are they more likely to install an app and re-open it? We analyzed the results from an eCommerce company over a 10 day period to find the answers to these questions.
Web vs App:
Users from Smart Banners convert with higher intent, which leads to an overall higher conversion across the board. The most successful brands leverage the Smart Banner by creating a contextual experience, driving mobile web users to the same content post-install. Given how important your first app session is for churn (~60% of users dropping off within 24 hours), optimizing this first experience and making it contextual could nearly double your activation, retention, and engagement rates across the board.
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