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: gmogelashvili@gmail.com