June 17, 2016

Should Your Multi-Channel Marketing Links Open Your Mobile App or Mobile Website? Let Your Customers Decide via Branded Choice Pages

Last February, Criteo released their Q4 2015 State of Mobile Commerce Report which analyzed over 1.5 Billion online transactions on mobile devices. One of the most important takeaways from the paper was that mobile apps converted at a higher rate than mobile websites or even desktop.

Globally, apps are driving more mobile transactions than mobile websites. Criteo does not break out the numbers by country or retailer but clearly Amazon was a big factor in that calculation as the company captured about 25% of total retail sales in the U.S. alone.  Retailers catching up to Amazon need understand browser vs. app conversion trends which are quickly evolving.

Criteo: Mobile Web vs. Mobile App TransactionsCriteo Q4 2015 Mobile Commerce Report

Amazon delivers on one click ordering by auto-opening the Amazon shopping app from multi-channel marketing efforts. For other retailers, 2015 was a turning point as many are just now realizing that mobile apps are here to stay and can be used to target high-value customers. The native experience on mobile apps and the control over the consumer journey is leading to higher conversion at every stage of the funnel and ultimately higher AOV.

Retail Conversion Funnel: Mobile Web vs. AppCriteo Q4 2015 Mobile Commerce Report 

Many retailers and marketers may not have a clear picture of conversion at every stage of the funnel especially as their app matures and new features and capabilities are added. In this hyper-competitive environment, there is no margin for error.

Marketers have no choice but to give their customers a choice in selecting between “Open in App” or “Open in Browser” when clicking on links from any marketing channel. This best practice is ideal for any advertiser that’s not confident about user preferences or when a major revision of their app is published and preference validation is needed. It can be a marketer’s most important asset when trying to understand engagement and and conversion trends between apps and websites at mobile moments throughout the day.

The URLgenius choice page can be implemented without an SDK and links can be used in any marketing channel including mobile web display advertising, paid search, email, social and affiliate marketing. It can also be set to display at a small but statistically significant percentage while auto-opening or deep linking to the app for the majority of users. This is helpful to keep a pulse on user preferences while providing one click ordering via the app to prevent customers from fleeing to Amazon.

Here’s a screenshot of the default URLgenius choice page. If the user selects “Open in App” but the app is not installed, the user is sent to the retailer’s entry in the app store for iOS or Android. Notice the default colors are blue.

URLgenius Default Choice Page: App or WebURLgenius default choice page.

For those advertisers that want to create a more branded experience, the choice page can also be customized.  Marketers can change the colors, the fonts and the background image to align with the needs of the brand or the campaign. Here’s an example.

URLgenius choice page app or browser
URLgenius branded choice page.

Are you ready to test consumer preferences for app vs. web?  There is no SDK required and nothing to install. Contact us to get test links for your app at no charge.

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