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.
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.
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.
Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.
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.
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.
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.
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.
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.
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. More details here.
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.
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.
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.
Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.
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.
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.
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.
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.
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.
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. More details here.
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.
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.
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.
Do not start paid search (Google/Bing ads) by trying to bid on your competitors’ keywords. It almost never works.
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.
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.
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.
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.
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.
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. More details here.
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.
Notes for this resource are currently being transferred and will be available soon.
Questions to ask yourself first:
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.
You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.
[💎@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.
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.
Which are the companies that are innovative in web-to-app?
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.
SEO for a solo dev:
Questions to ask yourself first:
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.
You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.
[💎@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.
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.
Which are the companies that are innovative in web-to-app?
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.
SEO for a solo dev:
Questions to ask yourself first:
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.
You have up to 3x more variables you can optimize for on Google web ads vs. when you're running app campaigns.
[💎@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.
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.
Which are the companies that are innovative in web-to-app?
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.
SEO for a solo dev:
