Marketing

Case Study: How Branch Helped Airbnb Boost and Measure Growth on Mobile

By February 2, 2017 One Comment

Airbnb, the community marketplace providing access to millions of unique accommodations and experiences in more than 65,000 cities and 191 countries, knew that getting mobile right was critical to their strategy. That’s why in early 2016, they saw an opportunity to ensure that their marketing links work across every single digital entity, specifically the mobile app, where users have been proven to convert up to 6x more often than the mobile web. They also knew the importance of the app to their business, and that using links to drive users to app content instead of mobile web would increase revenue by providing the best user experience on mobile. However, building, maintaining, and optimizing a linking infrastructure that worked across every device and platform was not only a daunting business problem, but also a challenging technical endeavor. It required huge upfront investment and ongoing maintenance with dedicated engineering resources.

But when the team members at Airbnb were introduced to Branch, they found the ideal mobile linking solution: links that work across 6,000 edge cases; and links that can drive users directly to a specific piece of content inside their mobile app, including keeping context through the app install process.

When Airbnb approached Branch in early 2016, they knew their 1% conversion rate on mobile web needed to be improved, but ultimately, they knew that driving engagement to the mobile app would directly impact their conversions. After implementing Branch links across all of their marketing channels, they saw their app install rate increase by 19%.  In fact, Branch links can be found across Airbnb’s mobile website, in-app sharing, email, paid acquisition, social, and desktop Text-Me-The-App marketing channels, and have driven 3.5 million app downloads in 6 months. And 47 (10% of the San Francisco office) Airbnb employees now use the Branch dashboard to utilize Branch links across the entire company.

Mobile Web to App

 Airbnb features an option to “Download the App” on their mobile website’s navigation bar that Branch links power; along with Branch links behind their banners and interstitials to drive users from the mobile website into the mobile app. Because Branch’s banners are easily customizable, Airbnb was able to run hundreds of growth tests over a three-month period to determine the optimal banner and targeting strategy for driving app installs from mobile web.

To find out the remaining marketing channels that Airbnb used to drive mobile growth, download the full case study here.

Branch is a mobile linking platform providing unified mobile experiences and measurement for more than 27,000 mobile apps, including Airbnb, Slack, Reddit, Tinder and Amazon. Branch’s free linking platform can help you grow your mobile app through features like deep linking, sharing, referrals, mobile banners and interstitials, custom app onboarding, and unified attribution across platforms and channels. Learn more about Branch.

  • NAGA JYOTHI MANCHENA

    how to avoid handling a deep link twice on cordova android application?

    Hi,

    I am facing an issue with regards to branch io deep linking.

    Environment: I am using
    Android Marshmallow SDK, platform: 25
    Cordova 7.0.1 and
    Branch SDK
    “io.branch.sdk”: “~2.2.3”
    “branch-cordova-sdk”: “^2.2.5”,

    Below are the scenarions in which im facing issue:

    Scenario 1: Calling Branch.InitSession in OnResume call back function.
    Failed case:
    Steps:

    Installed the app for the first time. (Did not open the app)
    clicked on Branch IO Deep Link,
    It opens up the app on my phone, but does not redirect to the url that is specified in the parameters of the Deep Link, as the InitSession is being called twice.
    a) In the OnDeviceReady call back function.
    b) In the OnResume Function ( This is because, since my app is opening for the first time, it request the user for permission, which pauses the application and resumes when user deny’s/ approves the permission calling the onresume method).
    Second time when the InitSession is invoked from OnResume call back it recives empty parameters from Deep Link and the application does not redirect to the URL as expected.
    Scenario 2: If i remove the Branch.InitSession in OnResume call back fucntion.
    Success case: The above scenario works well, if remove the InitSession in OnResume function
    Failed case:

    Installed the app.
    Opened the app and let the app be in the background.
    Clicked on a Branch IO deep link.
    The application does not recieve the deep link data or the parameters to process the information, since the initsession is not avaible in the onresume method.
    Can you please let me know how to handle such a scenario, let me know if i need to publish any further information which might help you in finding if i am implementing it in wrong way.

    Thanks & Regards,
    Jyothi.

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