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Mobile App

Testing an App Install Banner on Mobile Product Pages

A mobile web banner may encourage app installs while interrupting the current shopping session.

  • Product page
  • Cross-channel revenue per visitor

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Product page
Difference
added

Hypothesis

More installs do not prove a gain if purchases lost on the web are not recovered in the app. Measure revenue across both channels over the same period and deduplicate users or orders.

How to run this test

Primary metric

Cross-channel revenue per visitor

Attribute web and app revenue to the originally assigned visitor over a fixed period; record identity-matching gaps and deduplicate orders.

Other metrics

  • App install rateMeasure installs per assigned mobile-web visitor.
  • Web purchase conversion rate (CR)Track whether purchases are lost on the web.
  • Session continuation rateMake sure visitors do not drop out of the journey.
  • Seven-day app retentionUse retention among attributed installs as a diagnostic and also report returning app users per assigned visitor.

What to check before and during the test

  • BannerAdd one dismissible app banner to eligible mobile-web pages.
  • PlacementKeep placement and presentation fixed.
  • AudienceDefine eligible users before the test and keep the definition fixed.
  • OfferKeep existing app incentives unchanged; changing the discount is a separate test.
  • AttributionCheck cross-channel identity matching before making a decision from combined revenue.

Setup mistakes to avoid

  1. 1Do not judge the test by installs alone while ignoring lost web purchases.
  2. 2Do not make the banner impossible to dismiss.
  3. 3Do not show it inside the payment flow.
  4. 4Do not reopen it repeatedly on every page.
  5. 5Do not change the offer amount in the same test.