Case Study: Push2App Smart Banner Initiative
Role
Product Designer
Year
2023
Location
Remote
About
I worked with cross-functional teams to design and implement a smart banner on GoodRx's mobile web pages, targeting web users who had not yet downloaded the app. The banner effectively directed users to the app store, prompting app downloads and onboarding. This collaborative effort resulted in a 539% higher app install rate compared to the control group, with projections indicating 240,000 annual installs and an additional $79k in monthly two-year LTV. The team conducted continuous testing and optimization to refine the banner's design and messaging, enhancing its performance and user experience across different platforms.
Overview: The Push2App Smart Banner project aimed to encourage GoodRx web users to switch to the app, where they could access exclusive features such as the Medicine Cabinet, savings alerts, and GoodRx Rewards. This shift was crucial for increasing user engagement, retention, and overall lifetime value (LTV).
Challenge: GoodRx needed to increase customer engagement and app downloads by converting mobile web users who were unaware of the app-exclusive benefits. The challenge was to create an effective solution that was non-intrusive yet compelling enough to drive significant app installs and engagement.
Approach: To tackle this challenge, the team adopted a multi-faceted approach:
Contextual Design Strategy: The smart banner was strategically placed on high-traffic areas such as the homepage, price pages, and coupon pages, where users were already engaged with GoodRx services.
Cross-Functional Collaboration: Worked closely with engineering, design, and marketing teams to ensure the banner was visually appealing, user-friendly, and effectively prompted app downloads.
Data-Driven Iteration: Conducted A/B testing to optimize the banner’s design, messaging, and placement for maximum conversion rates. Adjustments were made based on data-driven insights to continuously improve performance.
Platform-Specific Optimization: Recognized differences in traffic sources (e.g., iOS users on Safari, Android users on Chrome) and tailored the banner's deployment to maximize visibility and conversions across various devices and browsers.
Execution:
Collaborated with the engineering team to develop a seamless user flow from the mobile web page to the app store, ensuring minimal friction during the download and onboarding process.
Conducted regular reviews and tests to refine the smart banner's performance, analyzing user feedback and behavior data to guide optimizations.
Deployed an iterative approach to design, testing various copy and visual elements to determine the most effective version for driving app downloads.
Outcome: The smart banner implementation resulted in a significant increase in app installs and engagement:
539% Higher Install Rate: 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 240,000 new app installs annually.
$79k Monthly Increase in LTV: The shift from web to app usage contributes an additional $79k per month in two-year LTV.
Learnings and Future Steps: The success of the smart banner initiative demonstrated the value of a user-centered, data-driven approach to converting web users to app users. Moving forward, the team plans to continue testing and refining the banner's design and messaging, ensuring it remains effective and aligned with evolving user needs.
Overview: The Push2App Smart Banner project aimed to encourage GoodRx web users to switch to the app, where they could access exclusive features such as the Medicine Cabinet, savings alerts, and GoodRx Rewards. This shift was crucial for increasing user engagement, retention, and overall lifetime value (LTV).
Challenge: GoodRx needed to increase customer engagement and app downloads by converting mobile web users who were unaware of the app-exclusive benefits. The challenge was to create an effective solution that was non-intrusive yet compelling enough to drive significant app installs and engagement.
Approach: To tackle this challenge, the team adopted a multi-faceted approach:
Contextual Design Strategy: The smart banner was strategically placed on high-traffic areas such as the homepage, price pages, and coupon pages, where users were already engaged with GoodRx services.
Cross-Functional Collaboration: Worked closely with engineering, design, and marketing teams to ensure the banner was visually appealing, user-friendly, and effectively prompted app downloads.
Data-Driven Iteration: Conducted A/B testing to optimize the banner’s design, messaging, and placement for maximum conversion rates. Adjustments were made based on data-driven insights to continuously improve performance.
Platform-Specific Optimization: Recognized differences in traffic sources (e.g., iOS users on Safari, Android users on Chrome) and tailored the banner's deployment to maximize visibility and conversions across various devices and browsers.
Execution:
Collaborated with the engineering team to develop a seamless user flow from the mobile web page to the app store, ensuring minimal friction during the download and onboarding process.
Conducted regular reviews and tests to refine the smart banner's performance, analyzing user feedback and behavior data to guide optimizations.
Deployed an iterative approach to design, testing various copy and visual elements to determine the most effective version for driving app downloads.
Outcome: The smart banner implementation resulted in a significant increase in app installs and engagement:
539% Higher Install Rate: 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 240,000 new app installs annually.
$79k Monthly Increase in LTV: The shift from web to app usage contributes an additional $79k per month in two-year LTV.
Learnings and Future Steps: The success of the smart banner initiative demonstrated the value of a user-centered, data-driven approach to converting web users to app users. Moving forward, the team plans to continue testing and refining the banner's design and messaging, ensuring it remains effective and aligned with evolving user needs.
Overview: The Push2App Smart Banner project aimed to encourage GoodRx web users to switch to the app, where they could access exclusive features such as the Medicine Cabinet, savings alerts, and GoodRx Rewards. This shift was crucial for increasing user engagement, retention, and overall lifetime value (LTV).
Challenge: GoodRx needed to increase customer engagement and app downloads by converting mobile web users who were unaware of the app-exclusive benefits. The challenge was to create an effective solution that was non-intrusive yet compelling enough to drive significant app installs and engagement.
Approach: To tackle this challenge, the team adopted a multi-faceted approach:
Contextual Design Strategy: The smart banner was strategically placed on high-traffic areas such as the homepage, price pages, and coupon pages, where users were already engaged with GoodRx services.
Cross-Functional Collaboration: Worked closely with engineering, design, and marketing teams to ensure the banner was visually appealing, user-friendly, and effectively prompted app downloads.
Data-Driven Iteration: Conducted A/B testing to optimize the banner’s design, messaging, and placement for maximum conversion rates. Adjustments were made based on data-driven insights to continuously improve performance.
Platform-Specific Optimization: Recognized differences in traffic sources (e.g., iOS users on Safari, Android users on Chrome) and tailored the banner's deployment to maximize visibility and conversions across various devices and browsers.
Execution:
Collaborated with the engineering team to develop a seamless user flow from the mobile web page to the app store, ensuring minimal friction during the download and onboarding process.
Conducted regular reviews and tests to refine the smart banner's performance, analyzing user feedback and behavior data to guide optimizations.
Deployed an iterative approach to design, testing various copy and visual elements to determine the most effective version for driving app downloads.
Outcome: The smart banner implementation resulted in a significant increase in app installs and engagement:
539% Higher Install Rate: 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 240,000 new app installs annually.
$79k Monthly Increase in LTV: The shift from web to app usage contributes an additional $79k per month in two-year LTV.
Learnings and Future Steps: The success of the smart banner initiative demonstrated the value of a user-centered, data-driven approach to converting web users to app users. Moving forward, the team plans to continue testing and refining the banner's design and messaging, ensuring it remains effective and aligned with evolving user needs.
