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