Web-to-App Strategy

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In this fireside chat style webinar, George Natsvlishvili (Growth Product Owner at LingoKids - language learning app) and Luis Guzmán (Growth Marketing Lead at TheVentureCity - venture capital firm with a growth program) discuss web-to-app strategy, including: how to maximize market share, save money and improve tracking via web; combining web and UAC; and web + app installs.

Source:
Web-to-App Strategy
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
September 17, 2020
Added to the Vault on:
April 1, 2021
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.

03:06
💎 #
2

It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

04:22
💎 #
3

Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

06:10
💎 #
4

First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

10:36
💎 #
5

Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

11:01
💎 #
6

Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

12:10
💎 #
7

Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.

16:00
💎 #
8

With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

18:30
💎 #
9

A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the appMore details here.

24:08
💎 #
10

There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.

28:55
The "gems" from this resource are only available to premium members.
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  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.

03:06
💎 #
2

It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

04:22
💎 #
3

Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

06:10
💎 #
4

First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

10:36
💎 #
5

Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

11:01
💎 #
6

Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

12:10
💎 #
7

Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.

16:00
💎 #
8

With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

18:30
💎 #
9

A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the appMore details here.

24:08
💎 #
10

There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.

28:55
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💎 #
1

If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.

03:06
💎 #
2

It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

04:22
💎 #
3

Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

06:10
💎 #
4

First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

10:36
💎 #
5

Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

11:01
💎 #
6

Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

12:10
💎 #
7

Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.

16:00
💎 #
8

With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

18:30
💎 #
9

A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the appMore details here.

24:08
💎 #
10

There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.

28:55
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Become a member to:
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  • Discuss key insights (and any other mobile growth topic) in the members-only community.
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Notes for this resource are currently being transferred and will be available soon.

Extending market shares via web

Questions to ask yourself first:

  • [💎@3:06] If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.
  • Are people looking on Google for things your product can solve?
  • [💎@4:22] It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

How to execute

Via paid ads

Using Google/Bing ads, etc. 

[💎@6:10] Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

Via SEO

SEO is a long term game. It’s important to align expectations internally and to develop patience. If you want to see results in 6 months, you need to take all topics of SEO seriously.

Check the potential search volume first because it might not make sense to be leveraging SEO.

On the deprecation of IDFA

You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.

Common mistakes

[💎@10:36] First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

[💎@11:01] Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

[💎@12:10] Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

SEO strategy

Even the search engines have to be able to read your pages. This means you need a product/engineering team for the web in order to improve indexation and the readability of your URLs by bots.

How are you ranked for specific URLs? How high? This will require more involvement from the marketing team in order to develop content.

It’s an organization, cross-functional effort.

Luis' biggest mistakes

  • [💎@16:00] Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.
  • Do not target a whole country in a campaign
  • Do not add a 0 to the budget by mistake
  • Do not add the wrong link to the app

Q&A

Which are the companies that are innovative in web-to-app?

  • Players in the food delivery industry, because they see the web as a channel to keep gaining market shares. Usually coming from the web initially.
  • [💎@18:30] With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

ASO remains an important step, even for web-to-app because it's still a step of the funnel.

Can Google optimize for app events coming from web campaigns. 

[💎@24:08] A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the app

  • Web landing page → installs the app → signs up for service.
  • Signing up event on mobile triggers the web event confirming that the user that clicked the app was successful
  • You attribute the source back to the web ad

SEO for a solo dev:

  • Make sure the content from your app is indexed in search engines. Easier for Android. Caveat: content from the app will never have the first position ⇒ you can create a web version of the content on your app with a URL structure that makes sense. Especially if you have UGC content.
  • [💎@28:55] There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.

The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Extending market shares via web

Questions to ask yourself first:

  • [💎@3:06] If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.
  • Are people looking on Google for things your product can solve?
  • [💎@4:22] It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

How to execute

Via paid ads

Using Google/Bing ads, etc. 

[💎@6:10] Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

Via SEO

SEO is a long term game. It’s important to align expectations internally and to develop patience. If you want to see results in 6 months, you need to take all topics of SEO seriously.

Check the potential search volume first because it might not make sense to be leveraging SEO.

On the deprecation of IDFA

You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.

Common mistakes

[💎@10:36] First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

[💎@11:01] Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

[💎@12:10] Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

SEO strategy

Even the search engines have to be able to read your pages. This means you need a product/engineering team for the web in order to improve indexation and the readability of your URLs by bots.

How are you ranked for specific URLs? How high? This will require more involvement from the marketing team in order to develop content.

It’s an organization, cross-functional effort.

Luis' biggest mistakes

  • [💎@16:00] Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.
  • Do not target a whole country in a campaign
  • Do not add a 0 to the budget by mistake
  • Do not add the wrong link to the app

Q&A

Which are the companies that are innovative in web-to-app?

  • Players in the food delivery industry, because they see the web as a channel to keep gaining market shares. Usually coming from the web initially.
  • [💎@18:30] With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

ASO remains an important step, even for web-to-app because it's still a step of the funnel.

Can Google optimize for app events coming from web campaigns. 

[💎@24:08] A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the app

  • Web landing page → installs the app → signs up for service.
  • Signing up event on mobile triggers the web event confirming that the user that clicked the app was successful
  • You attribute the source back to the web ad

SEO for a solo dev:

  • Make sure the content from your app is indexed in search engines. Easier for Android. Caveat: content from the app will never have the first position ⇒ you can create a web version of the content on your app with a URL structure that makes sense. Especially if you have UGC content.
  • [💎@28:55] There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.

The notes from this resource are only available to premium members.

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↘ At this point, you know what to do ↙
Request Access

Extending market shares via web

Questions to ask yourself first:

  • [💎@3:06] If your product naturally has a lot of User Generated Content (UGC), it’s a strong signal that developing your web presence could be beneficial because this content could be valuable to rank for certain keywords.
  • Are people looking on Google for things your product can solve?
  • [💎@4:22] It’s important to know if the search intent from people is connected to business conversion, or if you are just solving people's questions directly without translating this to conversions.

How to execute

Via paid ads

Using Google/Bing ads, etc. 

[💎@6:10] Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.

Via SEO

SEO is a long term game. It’s important to align expectations internally and to develop patience. If you want to see results in 6 months, you need to take all topics of SEO seriously.

Check the potential search volume first because it might not make sense to be leveraging SEO.

On the deprecation of IDFA

You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.

Common mistakes

[💎@10:36] First mistake to avoid for a web-to-app strategy: having weak landing pages to get mobile app installs. Your landing page when your goal is to get an app install is completely different from when your goal is to get a web conversion.

[💎@11:01] Keep geographical behaviors in consideration. In the US, your web-to-app landing page should have a way to put your phone number to download the app. In Europe, it won’t work. In LATAM: make it possible to receive the download link in WhatsApp.

[💎@12:10] Don’t be afraid to test web-to-app. You're adding a step to your conversion funnel, but using web ads and having more variables you can optimize for can compensate for that

SEO strategy

Even the search engines have to be able to read your pages. This means you need a product/engineering team for the web in order to improve indexation and the readability of your URLs by bots.

How are you ranked for specific URLs? How high? This will require more involvement from the marketing team in order to develop content.

It’s an organization, cross-functional effort.

Luis' biggest mistakes

  • [💎@16:00] Don’t make the mistake of not passing the UTM information to the mobile app install trackers, otherwise you are not tracking the source of advertising. I assume this gets challenging on iOS post-ATT.
  • Do not target a whole country in a campaign
  • Do not add a 0 to the budget by mistake
  • Do not add the wrong link to the app

Q&A

Which are the companies that are innovative in web-to-app?

  • Players in the food delivery industry, because they see the web as a channel to keep gaining market shares. Usually coming from the web initially.
  • [💎@18:30] With Apple's App Clips, web-to-app is going to be even more interesting and we'll see a new layer: "web to app clips" where users will be able to get a quick experience. It might be especially relevant for mobility apps, GPS apps, etc. Anything that requires information fast.

ASO remains an important step, even for web-to-app because it's still a step of the funnel.

Can Google optimize for app events coming from web campaigns. 

[💎@24:08] A solution to simulate having Google optimize for app events coming from web campaigns is to have a web-hook triggering a web event as the user signs-in the app

  • Web landing page → installs the app → signs up for service.
  • Signing up event on mobile triggers the web event confirming that the user that clicked the app was successful
  • You attribute the source back to the web ad

SEO for a solo dev:

  • Make sure the content from your app is indexed in search engines. Easier for Android. Caveat: content from the app will never have the first position ⇒ you can create a web version of the content on your app with a URL structure that makes sense. Especially if you have UGC content.
  • [💎@28:55] There are libraries that allow you to index all the content you have in your app in the search engines (easier for Android). Your app content will always rank below than web content, but if you see some success then you can create the web version.