アプリを成長させるシームレスなクロスプラットフォーム・エクスペリエンスの5つの事例

Johanna Lazar

02月 27, 2020

52% of customers are less likely to engage with a company because of a bad mobile experience. It’s essential to provide flawless user experiences that acquire, engage and retain mobile users — which means bringing users from other channels like the mobile web, where fragmented experiences are abundant, seamlessly into your mobile app. Why? Because apps are faster than websites. This is due to apps usually storing their data locally on mobile devices, in contrast to websites that generally use web servers. For this reason, data retrieval happens swiftly in mobile apps. Apps also offer personalization by allowing users to define their preferences; for example, saving their favorite items in a food app. Marketing campaigns and promotions can also be customized depending on the user, and the design of an app is optimized to be a better user experience than a mobile website. 

The web isn’t all bad though. In fact, it can be one of your most cost-effective acquisition channels. Considering that the cost to capture a user on the web is 82% less than acquiring a user through a paid app install campaign, driving users from the web to your app is a no-brainer. You likely already have website traffic — why not leverage that traffic to build a base of loyal app users? Bringing users to your app can also increase conversions, as 66% of mobile transactions occur in-app.

Web-to-App戦略のヒントとなるような、スムーズなクロスプラットフォーム・エクスペリエンスの例5つ*をご紹介します。

シームレスなクロスプラットフォーム・エクスペリエンスの5つの事例 

1. テキストミー・アプリを利用するTikTok

The growing social media platform makes it easy for users to navigate from desktop to the app. Users are presented with a “get the app” link on desktop, where they then enter their phone number so the app can be texted to them. From the texted link, users are then brought to the app store to download. 

Why it works: users navigating your website are engaged and more likely to convert to app users, and by leveraging deferred deep linking, you can personalize their experience by routing them to the same content within the app that triggered their interest on web — even through install. Branch’s Text Me The App solution makes it easy to prompt users to download the app from any deep link on your website. 


TikTok’s Text Me The App experience.

2. メール・トゥ・アプリを利用するPostmates

70%以上の人がメールをモバイルで読む現代において、メールキャンペーンがモバイルフレンドリーであることは必須条件であり、ユーザーをアプリへと誘導する絶好の機会でもあります。メールにディープリンクを設定することで、ユーザーがモバイル上でメールのリンクをクリックした際、適切なコンテンツに誘導することができます。Postmatesはこれを大変有効に活用しています。下の例では、メールで届いたプロモーションをクリックしたユーザーが、そのままアプリ内の同じプロモーションに誘導されています。BranchのUniversal Emailを使えば、あらゆる場所でディープリンクが機能するメールキャンペーンを構築でき、アプリ上でユーザーにより良い体験を提供することでコンバージョン率を最大化できます。さらにはこれらのタッチポイントを結び付けることで、メールのパフォーマンス全体を可視化できます。


Postmates’ email-to-app experience. 

3. Web-to-App スマートバナーを活用するReddit

As mentioned, bridging the web-to-app gap is key to delivering a seamless experience and provides a cost-effective channel for app user acquisition. Consider the below example from Reddit: when navigating to Reddit’s website on mobile, the user is presented with a half-page interstitial that encourages them to open the app. Since the user already has the app installed, clicking the “open” button brings them straight to the app. For a user without the app installed, the context of the user’s click would be preserved through install so they would still be routed to the correct content within the app. 


Reddit’s mWeb-to-app experience.

Branch’s Journeys solution offers a variety of customizable banners to bring users to the right place in your app, powered by deferred deep linking. 

4. ソーシャルメディアからアプリに誘導するDepop

ディファード・ディープリンクにより、メジャーなソーシャルネットワーク・プラットフォームの閉じた世界(アプリ内ブラウザ)からでもユーザーを直接自分のアプリに誘導することができます。Depopの例をご紹介しましょう。

Here, the user clicks a link from Depop on Twitter, is routed through the app store, then brought to the exact product in-app that was featured on Twitter. This smooth experience increases the likelihood that this user will complete a purchase whereas if they had been routed to mobile web or even the app’s home screen, they’re unlikely to convert. 

5. コンテンツ共有を活用するAirbnb

In-app content sharing is a great way to leverage existing users to grow your app’s user base. With deep linked content sharing, the end user is taken to the right place in the app every time. Even better? With the Branch dashboard, you can see what app content drives the most installs, so you never have to guess what content is most compelling to your target users. 

In the example below, one user finds a great listing on Airbnb for a cottage in Santa Fe. He texts the listing to his friend via the in-app sharing feature, which auto-generates a deep link. When the receiving user clicks the link, she is routed to the same listing within the app. When deferred deep links are built into your app, this experience remains seamless even when the receiving user doesn’t already have the app installed (like below).


The Airbnb content sharing experience via SMS. 

各種マーケティングチャネルからユーザーをシームレスに自社のアプリに誘導することは、モバイルビジネスの成長を成功させるうえで最も重要です。より良いユーザーエクスペリエンスを実現しようとするのであれば、その道のりをしっかりガイドしてくれて、デバイスとプラットフォーム全体でインストールとコンバージョンを正確に関連付けてくれる、信頼できるパートナーが必要です。当社までお問い合わせいただければ、世界をリードする数々のデジタルブランドがBranchを信頼するその理由を納得いただけるでしょう。サインアップして、今すぐディープ・リンクをお試しください。 

*免責事項:

All screen images are used for illustrative purposes only and do not imply an endorsement of the featured brands or a specific affiliation with Branch. For additional information on how Branch helps leading digital brands deliver breakthrough results, contact the Branch sales team.

 

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