The mobile customer journey is a bumpy one: different platforms, browsers, and properties are looking to keep your customer from leaving their experience, and these roadblocks mean that paving the way for your customer to get to you is a lot more difficult than it is on the web. In this webinar, you’ll learn: -How and why the customer journey is broken on mobile, and what it means for your adoption and retention metrics -How to bridge those gaps and unify the customer experience to increase acquisition, conversions, and retention -How to help your non-mobile teammates understand what tools you need to succeed

1. Bridging the Mobile Blockades:
How to Connect the Customer Journey
Across Every Channel
Enterprise Webinar Series

3. Coupon code: webinar25

4. Meet our speakers…
Franco Caporale
Head of Enterprise Marketing
Will Lindemann
Sr. Product Manager

5. Agenda Overview
● The Mobile Destination: Why Your App Matters at Scale
● Broken Roads, Broken Journeys: The Problem of Mobile
Fragmentation
● Bridging the Blockades: Actionable Tactics to Overcome
Fragmentation Challenges

6. The Mobile Destination:
Why your app matters at scale
Enterprise Webinar Series

7. https://www.slideshare.net/kleinerperkins/internet-trends-2017-report
Mobile has become the dominant platform

8. Hours Hours
(excl. Facebook)
0.3 1.5
Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498
More
Mobile users prefer native apps

9. App users are critical to your mobile strategy
more time in app
than mobile web
7x
Mobile users spend
better than
mobile websites
300%
Mobile apps convert
higher than mobile
web visitors
40%
AOV from app users is

10. ...but mobile doesn’t live in a silo
https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

11. Broken Roads, Broken Journeys:
The Problem of Mobile Fragmentation
Enterprise Webinar Series

12. Marketing User Experience Web AttributionUsers
Web traffic: a clear customer journey
Marketing User Experience AttributionUsers

13. APP
SafariViewController
WEB BROWSERS
HARDWARE +
DEVICE
OS PLATFORMMEDIUM
Mobile traffic: a fragmented journey

14. Identifiers are fragmented
Your
App
Your
App

15. APP / PLAY STORE App HomepageNo CTASEARCH ON WEB
Amazon’s bumpy road to conversion
App not Installed

16. Logins, logins everywhere

17. APP / PLAY STORE App HomepageNo CTASEARCH ON WEB
Amazon’s bumpy road to conversion
App not Installed

18. Broken email experiences

19. Walled gardens

20. What is this costing you?
sign in / register50%+ drop off
You lose over half your users at sign up
https://blog.optimizely.com/2015/01/13/7-tips-to-improve-mobile-app-onboarding/

21. What is this costing you?
https://blogs.oracle.com/marketingcloud/19-mobile-marketing-stats-will-blow-mind
61% of users are unlikely to return to a
mobile site they had trouble accessing -
and 40% visit a competitor’s site instead.

22. - Emily Grossman, Mobile Moxie
Branch Organic SEO Webinar, 2017
“...Cross-device attribution is still crazy hard
(especially between native apps & web)...
Signed in users are usually our best shot at accurate attribution here.”
And it’s not just the user experience

23. Marketing User Experience Web AttributionUsers
Marketing User Experience AttributionUsers
Mobile fragmentation for the customer - and you

24. Bridging the Blockades:
Building a Mobile Conversion Strategy
Enterprise Webinar Series

25. Fragmentation is a cross-org problem
Product Marketing
PerformanceEngineering

26. App
Cross-platform and cross-channel connections

27. Solving fragmentation

28. Unify the customer journey throughout
Marketing Unified User Experience Unified AttributionUsers

29. Unify the customer journey throughout
Marketing Unified User Experience Unified AttributionUsers

30. more conversions attributed with a cross-platform view
Cross-platform attribution Branch Study
+5 to 30%

31. Mobile Optimized
Email
Retrofitting Enterprise Marketing

32. 71% of emails
are opened on mobile
Your most engaged users
have your app
But 100% of email links route to the mobile web

33. Hyatt’s Current Email Experience

34. Hyatt with Branch

36. Deep linking and routing
Link creation and campaign execution
Data maps
Executing Deep Linked Email

37. Executing Deep Linked Email
Deep linking and routing
Route based on web URLs, use platform-agnostic keys
Link creation and campaign execution
Data flow

38. Executing Deep Linked Email
Deep linking and routing
Route based on web URLs, use platform-agnostic keys
Link creation and campaign execution
Transactional vs marketing emails, static templates vs API integrations, web-only content
Data flow

39. Executing Deep Linked Email
Deep linking and routing
Route based on web URLs, use platform-agnostic keys
Link creation and campaign execution
Transactional vs marketing emails, static templates vs API integrations, web-only content
Data flow
Collect campaign information and conversion data tied to user profiles on all properties, unify in your data
warehouse

40. Marketing Unified User Experience Unified AttributionUsers
Unified Analytics

41. Unified Analytics

42. A crucial part of our strategy has been
deep linking our emails, which has turned
email into a powerful channel to drive
both app engagement and bottom line
results. Branch’s Deep Linked Email
powers our best performing email
campaigns, driving a 6% click-to-order
rate and a 30% app-engagement rate.
-Max Mullen, Co-Founder
“

43. Cross-device experiences
Desktop to
App

44. Desktop to mobile transition broken
IDFA
Desktop to mobile: how the cookie crumbles

45. Example Solution: Desktop to App with Product FeatureExample: Desktop to App deep linked bridge

46. Example Solution: Desktop to App with Text-Me-The-AppExample: desktop to app with text-me-the-app

47. Analytics that can track Desktop to Mobile convs.

48. Desktop to mobile transition brokenMeasure and optimize the funnel

49. Cross-platform bridging
Social

50. 80% of social is viewed
from a mobile device

51. Social networks are incentivized
to keep your users inside their
WALLED GARDENS

52. BRANCH ORGANIC TWITTER FLOW (app not installed)
Send your customer on the journey they expect
CNN POST IN-APP BROWSER DEEP LINKED ARTICLEAPP STORE

53. WEB INTERSTITIALCLICK FB POST DEEP LINKED CONTENT
BRANCH ORGANIC FACEBOOK FLOW (app installed)
Route CNN users out of FB browser and into your app

54. Drive new users

55. Or re-engage existing users
CLICKS FROM TWITTER DEEP LINKED CONTENT

57. Drove a 31% click to install rate
from Instagram posts where the
industry average is 10%

58. Mobile Web
to App
Cross-platform bridging

59. Convert
WEB VISITORS
to
APP USERS

60. APP / PLAY STORE DEEP LINKED CONTENTCLICK JOURNEYS BANNERSEARCH ON WEB
Convert casual visitors into users
Gentle upsell with low bounce rate

61. APP / PLAY STORE DEEP LINKED CONTENTWEB INTERSTITIALCLICKS AN EMAIL
Increase LTV for loyal users
Email subscriber to app user

62. DEEP LINKED CONTENT
Re-engage app users
Simple, effective web to app links
CLICK JOURNEYS BANNER
OPEN

63. Target Audience Segments

64. Customize
banners and
interstitials to
be on-brand
Build custom experiences

65. Optimize your efforts with A/B testing
Continually test and optimize on Web to App conversions based on creative or audience

66. Fully integrated marketing stacks

68. There’s never been a more
exciting time to be in mobile

69. Just Keep Building.
Will Lindemann
w@branch.io
Franco Caporale
franco@branch.io
Q&A