This blog post was originally published in 2016. You can also read recent insights on how to use web-to-app banners on mobile.
Wattpad provides a space for both writers and readers to join a dynamic community that is dedicated to quality storytelling. With Wattpad, writers upload their original works and readers are then able to comment on, share, or “like” the works. Despite the recent slight decrease in the percentage of Americans reading books, Wattpad users spend an impressive 13 billion minutes per month reading on the site. The ever-popular app has been named one of the Top 5 Book Apps on Apple’s app store for 3 years in a row.
Provide the Best Mobile Reading Experience
Wattpad’s app boasts a beautiful interface designed specifically with the best reading experience in mind. After optimizing the app experience, Wattpad recognized the need to convert mobile web readers into app users. However, they understood that there are few experiences that are more frustrating than losing your place in a book. If users were willing to make the transition to the app, the company didn’t want to disrupt their users’ experience by routing them to the app home page.
By using a Branch Smart Banner as the solution, Wattpad sent app users to the same page as they had previously been reading on mobile web.
Use Deep Links as a Bookmark Replacement
When a viewer begins to read a story on Wattpad, the Smart Banner appears and offers the opportunity to view that story in the mobile app. Wattpad designed this custom smart banner to have the same look and feel of their mobile website.
As the diagram below shows, Branch deep links make sure that all users, whether or not they have the app installed, have an optimal user experience.
“By using Branch deep links, we feel confident taking our readers away from our mobile website to our app, as we know there will be a seamless experience on the other side, giving them the best experience possible.” -Breanna Hughes. Wattpad Product Manager
Branch links provide a way for Wattpad to create a seamless mobile web to app experience that allows users to quickly continue consuming the content that engaged them in the first place, but this time in the improved atmosphere of the app.
Measuring the Benefits of the Smart Banner
Since these users see immediate value in the app during their first use, they are much more likely to continue engaging with the app. One study, which analyzed millions of links across our platform found that users who arrive from a deep link (and thus have a valuable first experience) are twice as likely to remain app users after one month. Similarly, by creating a way to convert users from their popular mobile website, Jet saw app installs triple after implementing a Branch smart banner.
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