GTA: How to make your visitors Get The App
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Transcript of GTA: How to make your visitors Get The App
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How to make your visitorsGet The App
Georgiy Mogelashvili | Team Lead @ Booking.com
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AgendaWhy?
Why do we need to promote apps
What?Different strategies and acquisition points
How?What we do at Booking.com for GTA
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Booking.com app
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Offline Confirmation
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Maps
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Travel Guides
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App = Communication●New channel to get your customer●Talk to your customers through mobile
device●Be found and noticed at app stores
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App = Unique features●Offline support●Push notifications●Maps, geo, AR●Better performance
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App = Loyalty●Be with your customer every day, every
time, 24/7●Engage●Provide better user experience = ♥
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App = Profit●Avoid PPC costs●In-app purchases●Better conversion
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Real world examples●Instagram●Uber●Flipkart (eCommerce platform in India)
●Moving entire business to apps
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Apps are everywhere
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I have the app…
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“Get The App”google.com/search?
q=get+the+app
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Store badges / Banners
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Store badges / Banners●Simple and cheap●Requires no development time●Can be anywhere
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Landing page
http://www.booking.com/apps.html
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Landing page●Dedicated page●Describe all app features●Proxy between website
and mobile
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Email / SMS
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Email / SMS
●Shift user from desktop to mobile●On demand delivery●Once delivered – stays on the phone
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QR codes
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QR codes
●One more way to shift from desktop to mobile
●Popular in some regions●China
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Methods●Banners●Landing page●Email / SMS●QR code
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You can have some of thosebut better to have all
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20 / 80
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Pareto principle●Find out where your app has benefits●Make it “main” feature●Advertise in relevant places
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Offline confirmation
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Offline confirmation
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> 50% of total app installs
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Know your user
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Know your user
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Know your user●Understand who already has the app
●Track by email, login, cookie, whatever●Don’t annoy customers
●If someone doesn’t want app, don’t insist●Show placements to relevant people●Remember the choice
●cookies, database
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Track everything
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Tracking for Android●Relatively easy – “referrer” parameter
for every link to Google Play Store●Maintain unique placement names●Use Google Analytics to monitor
performance
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Tracking for iOS●Think different – no out of the box
solution●Can use Google Analytics – some code
changes required●Fingerprinting devices●Third party services
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How does Booking.com do it
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In-house tracking●Android + iOS in one dashboard●Maintain placements●Access to data
●Analyze●Follow up●Retarget
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All starts with website
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Desktop website●Exploit popular placements●Transition user to mobile device
●Email●SMS●QR codes
●Landing page (with all above)
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Uniqueness●Unique link for everyone
●Pass tracking data●Placement information
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Email / SMS●“Instant” delivery●Email – in-house●SMS – third party providers
●Balance delivery rate, price, quality●Reach customers worldwide
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“Proxy”
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“Proxy”●Device detection●More tracking●Redirect to correct store●Or landing page for unsupported OS
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Mobile web●Banners
●Because this is enough…
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Here comes the store
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Google Play●Supports A/B testing●Tracks referrals●Fancy dashboards
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Apple Store
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Apple Store●Fingerprinting●Third-party A/B testing●Extra efforts
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Final step: apps
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Apps●Android
●notifies backend about it’s referrer●iOS
●black magic with fingerprint matching
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Booking.com tracking workflow
mdot / tdot
iOS
Android
Desktop
FingerprintAppStore
Google Play
Backend
MySQL Hadoop
Dashboards
SMS / Email
Tracking data Queue cron
App
Proxy page (apps.html)
Tracking data
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Sounds easy…
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…but complex in fact
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Most common issues●Fingerprints match in 80% cases●Installs get lost●SMS not delivered●Tracking is broken
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But it worth it
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Finals●Apps help you grow●If you have an app – promote it●Do it wise●And track everything
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Get the Booking.com App
http://goo.gl/g3AKWq
- or -App Store
- or -Google Play
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We hirehttp://grnh.se/va5wg1
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Thank you!Questions?
Georgiy Mogelashvili | Team Lead @ Booking.comTwitter: @glamcoder
Facebook: gmogelashviliEmail: [email protected]
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