How to Effectively

Drive App Growth

From Your Mobile Website
The Problem:
Question: how are you currently driving users from the mobile web to your
mobile app? With over half of Google searches taking place on mobile, it’s What is Web to App?
paramount for any business to create an optimal user experience that turns
mobile web traffic into an engaged customer. 74 percent of enterprise The use of search engine friendly mobile web banners,
marketers say that their mobile app is a top or key priority to drive revenue, interstitials, and pop-ups to drive users to download and
however, many marketers still aren't using their mobile website as a channel to
drive app growth. And whether you’re an eCommerce giant, a mid-size startup,
engage with a company’s mobile app.
or an age-old news publication, your mobile website should be an important
driver of mobile app engagement and revenue.
Is Your Mobile App a Priority?
Up to this point, many businesses have relied on app install ads to grow their
user base — on average paid app installs in the United States are $3.15. But 74%
what about your mobile website that gets millions of visits each month? How can
marketers harness those users into high intent buyers inside a mobile app?

The Solution:
24%
Mobile devices have transformed the strategies of marketers - and businesses -
more than any other invention of the 21st century. The opportunity to reach
users in the palm of their hand has created an entirely new source of revenue
1%
and created a revolutionary cross-property opportunity.

Mobile app users are 18x more loyal and add 85% more products to their
Top or Key Priority Low but Would Like to Low Priority for
basket when they use a mobile app, proving the importance for loyal app users
Invest in the Future Marketing
to businesses. It’s not just a theory, it’s a revenue generating fact that PM's
and marketers need to drive users from the mobile web to a mobile app. And In a recent survey by The Relevancy Group and Branch, 74 percent of enterprise marketers
tools like Journeys from Branch, which are Google search friendly, can reported that their mobile app is a top or key priority to drive revenue. So why aren't more
marketers driving users to an app from the mobile web?
exponentially improve the user experience and directly increase revenue.
1
Why Drive Web Traffic to a
Mobile App?
56 percent of traffic to the top 10,000 websites in the U.S.
came from a mobile device, implying that SEO tactics for
mobile searches should be a key driver of engagement
and a place where users can first be captured by a brand.

“The web browsers on phones are terrible.

Increase Mobile App
They are an abomination of bad user Installs, Engagement,
experience, poor performance, and overall
disdain for the open web that kicked off and Revenue
the modern tech revolution.” -The Verge
The web to app options are endless. Some brands choose to
use a banner, instead of a full-page takeover, that drives the
user to install their mobile app. Others offer discounts for
Web to app tools create a path for you to convert web
completing purchases inside of a mobile app. For example,
traffic into app users. How does it work? After the user has
Jet.com increased their daily installs by 3x by using a banner
landed on a specific piece of content on a mobile website,
that offered 15 percent off any purchase inside of their app.
a banner or interstitial will appear, and when clicked, take
And research from Branch also shows that some businesses
the user through the app store download process to the
have seen a 7x in-app purchase lift through web-to-app
same piece of content they were viewing on the mobile
web.
tools. 2
Examples of Web to App Assets

Banner Scrolling Interstitial

When to Use: When to Use: When to Use:

Banners are typically utilized for first- When content still needs to be For repeat users or high intent
time mobile web visits and organic easily accessible and the option to scroll is visitors that are typically logged
search impressions. still available. into your service portal.
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Other Examples of Web to App Assets

Email Text-me-the-app

When to Use: When to Use:

In all marketing emails, driving users directly On desktop, users can send themselves a deep
inside of a mobile app instead of the to the link to download the app on their mobile device.
mobile web. 4
Why Journeys™ Web to App Marketing?
Branch's Journeys is the only robust, customizable, and cross-platform tool available to optimize your web
to app experiences. The ability to A/B test, customize assets, and segment audiences with Journeys
ultimately gives mobile users the best experience, every time. Web to app solutions are no longer a tool for
early adopters, it’s a tactic that all businesses and companies should be utilizing to maximize their revenues
and meet their benchmarks. It’s likely that web to app is the largest source of installs and engagement you
didn’t know about.

LEARN MORE

Customizable Customizable Customizable Customizable

Journeys Journeys Journeys Journeys
Banner Banner Interstitial Interstitial 5
Journeys™ Web to App Marketing
from Branch turns the mobile website
into an effective channel to drive app
growth and features customizable
digital assets for targeted audience
segments.

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