1. Problem Identification & Research

• Challenge: GoodRx needed to increase app downloads and engagement among mobile web users, many of whom were unaware of app-exclusive features like the Medicine Cabinet, savings alerts, and GoodRx Rewards. The challenge was to create a smart banner that effectively encouraged downloads without disrupting the user experience.

• Research Process: Conducted a detailed analysis of user behavior on mobile web pages, identifying high-traffic areas where users were most engaged and likely to interact with a banner. Collaborated with marketing and data teams to understand key motivators for switching to the app.

• Key Insights:

  • Users were receptive to subtle prompts that highlighted added app benefits.

  • High-traffic pages like the homepage, price pages, and coupon pages presented ideal placement opportunities for the banner.

2. Defining Goals and Success Metrics

• Primary Goal: Drive app installs by informing mobile web users about app-exclusive benefits and prompting them to download the app.

• Success Metrics: Focused on metrics like app install rate, projected annual installs, monthly LTV increase, and banner interaction rate.

3. Ideation and Concept Development

• Approach:

  • Developed several banner concepts emphasizing key app benefits such as rewards, savings alerts, and enhanced features.

  • Collaborated with cross-functional teams to brainstorm design ideas, messaging options, and potential call-to-action (CTA) variations.

• Key Concepts:

  • A visually appealing yet non-intrusive banner to seamlessly blend with the mobile web experience.

  • Contextual messaging focused on user benefits, with a clear CTA directing users to download the app.

4. Prototyping and A/B Testing

• Prototype Development: Created multiple versions of the smart banner, testing variations in color, CTA phrasing, and layout to determine the most effective design for driving engagement.

• A/B Testing: Implemented rigorous A/B testing across different versions of the banner, adjusting based on user interactions and conversion rates.

• Testing Insights: Data revealed that messaging emphasizing exclusive rewards and savings increased interaction rates. Iterative testing helped identify optimal placement and messaging that resonated with users.

5. Iterative Design and Platform-Specific Optimization

• Feedback and Iteration: Regularly analyzed user feedback and behavior data to refine banner design, ensuring it felt integrated into the mobile experience while driving conversions.

• Platform Optimization: Recognized the different behaviors of iOS vs. Android users (e.g., Safari vs. Chrome usage) and tailored the banner’s design and placement accordingly. This platform-specific optimization maximized visibility and conversion potential across various devices and browsers.

6. Final Implementation and Handoff

• Execution: Collaborated closely with the engineering team to ensure a seamless transition from the mobile web to the app store, minimizing friction in the download and onboarding process.

• Deployment Strategy: Strategically placed the banner on high-engagement pages, ensuring it was both visible and relevant to users’ immediate needs.

• Visual and Functional Consistency: Maintained design and messaging consistency across platforms to reinforce brand trust and encourage downloads.

7. Results and Impact

• 539% Increase in App Installs: Compared to the control group, users who interacted with the smart banner were 539% more likely to install the app.

• Projected 240,000 Annual Installs: The initiative is expected to generate an estimated 240,000 new app installs annually.

• $79k Monthly Increase in LTV: Shifting users from the web to the app contributed an additional $79k per month in two-year LTV, underscoring the value of converting web users to app users.

8. Learnings and Future Steps

• Key Takeaways: The smart banner initiative highlighted the effectiveness of a user-centered, data-driven approach in achieving significant conversion rates. The importance of continuous A/B testing and platform-specific customization became clear as drivers of success.

• Next Steps: The team plans to continue testing and optimizing the banner design and messaging to stay aligned with evolving user needs and behavior. Potential future iterations could include further personalization based on user data to enhance engagement.