How Immobiliare.it increased the number of mobile app downloads via In App Messages campaigns
Challenge: the challenge we faced was that relating to encouraging the download and use of our application, as it is closely linked to user retention (from data analysis, app users are much more involved than those who only use the website) Solution: thanks to Braze, we have introduced a series of campaigns on the website that encourage users to download the app. Specifically, we have inserted triggers in various points of the site that show an in-app message with a QR code, to allow the download of the application. Some of the key campaign triggers were: - After the first views of an ad, closing the onboarding flow for new users - After the first lead request - After a certain number of sessions where leads have been sent We have introduced different variations for each message, from the more traditional to the more imaginative ones (also taking inspiration from famous online campaigns) In the event that the user did not interact with the message in the app, he became part of a special segment who received an email the following day with all the advantages of having the app compared to using the website. Result: the result was very good, as shown in the attached graph, we managed to move 20% of the traffic from the mobile/desktop web to the app. Furthermore, with the use of the analysis data provided by Braze, we were able to find the best performing IAM among the different variants of copy and images and apply it in all use cases (below one of the winning variants)
