Architect Use Case: App Download

Mobile apps are traditionally a very strong channel for creating customer lock-in as well as ensuring higher engagement. However, competition is fierce in app stores as the number of apps is increasing daily. Having your users download your app ensures that you have the added advantage of personalizing your messages with push notifications, deep links, and many more. If you already have a mobile app, then it would be a great time to start focusing on promoting it and getting your subscriber base to download it.

You can smartly demonstrate the value of your app and attract the right users to your app. Showing your potential users a clear picture of your app’s functionality and what you have to offer translates into an increase in your app download rates. Now since these new users have a higher intent when they download your app and have a greater understanding of your app and its functionality, they are likely to engage more with your app. 

Goals

While encouraging your users to download your app with the App Download journey, you can increase your app download rate. Each targeted and converted user will help you:

• Grow your user base,
• Have unified users across web and app,
• Decrease cost per acquisition,
• Decrease cost per install,
• Increase daily active users.

Requirements

• You should have the SDK Integration implemented.
• Before starting to use any channel in your journeys, integrations for the respective channels should be completed. Depending on the channels you want to use in your journeys, additional integrations might be required. 
• To reach out to users across platforms, the respective user data should be unified before starting to use this use case.
• If you would like to engage users on the website as well, you need to complete Insider Tag and Insider Object Integrations.
• In case you need to have some custom events, you need to create them and pass them to Insider.

Read more on the Implementation Guide.

Creating an App Download Journey

You can promote your mobile app and encourage your users to download it with the App Download journey.

Imagine, you have a healthcare or dentistry app. You can have smart banners on your website and encourage your users who do not have your app on their mobile phones to download it to view test results, book appointments, etc.

1. Select a starter

On Past Behavior has a predefined App Lifecycle segment. You can select the "don’t have" option.

2. Add flow logic

After sending a message or showing a banner on your website, you can check if the users install your mobile app. You can add a Wait element before the Check Conditions element to give users some time to download your app.

You can also select a standard segment to filter users.

Before sending an app download message, you can use the Check Reachability to check if users are reachable on that channel. If not, you can try another channel on another path.

3. Creating content

You can use the App Download web templates in the On-Site channel. You can also send a message through Email, SMS, and WhatsApp channels. You can apply the following best practices to your journey:

• Give discounts and coupon codes, or offer incentives to promote your app.
• Include deep links in your emails that automatically open a relevant page on the mobile app, rather than driving your customers to your website. This ensures a seamless experience between the email and app, ensuring customers are directed to the exact content rather than having to look for details themselves which might increase drop-off rates.
• Make your content educational.
• Show the value your app adds to your users.
• Have a clear call-to-action that directs users to download your app. Instead of having separate call-to-action for App Store and Google Play store, you can use one single button that says "Download". The screen for mobile phones is small. That's why removing extraneous CTAs gives your users space to select the CTA.

On-Site

Email

Advanced App Download

You can set the "mobile app opened" event as a goal to keep track of this event.