Makemytrip, India’s largest online travel company, has been focused on exposing their mobile app to new users and existing web users. With the number of smartphone users increasing exponentially in India, Makemytrip wanted to ensure smooth transitioning from web to app for their users. Since implementing a deep linked web-to-app smart banner through Branch’s Journeys, Makemytrip has seen a 15% increase in one-day retention rate, a 13% increase in one-week retention rate, and an amazing 12% increase in one-month retention rate.
Makemytrip, India’s largest online travel company, has been focused on growing their mobile app by acquiring new users and existing web users. With the number of smartphone users increasing exponentially in India, Makemytrip wanted to ensure smooth the transition from web to app was as seamless and enjoyable as possible. At this point, they integrated the Branch deep linking platform. In this case study, we’ll examine how they designed and augmented web-to-app user conversions using Branch.
Makemytrip has a huge user base, but since implementing a deep linking web-to-app transition button, Makemytrip has seen a 15% increase in one-day retention, a 13% increase in one-week retention, and an amazing 12% increase in one-month retention.
The online travel industry is a very competitive vertical in India. To get ahead of competitors, Makemytrip decided to use contextual deep linking to improve user experience and capture install and click data.
To convert users finding Makemytrip on their mobile web platform into app users, Makemytrip needed to create a way to easily transition users to their native app. They knew that the number of users abandoning the flow would increase with each step they were forced to take during the transition flow. Makemytrip turned to contextual deep links to solve this problem and create a seamless transition.
Makemytrip targets users booking on mobile web to switch to the more favorable native app experience through the use of a small interstitial and a simple green button in the mobile web UI. Clicking either of these buttons will automatically generate a contextual deep link. That link brings users to the same results the user was viewing on web in the app, where they can resume booking in the superior UI and also avail some of the exciting app-only offers.
A user that is deep linked to content spends 197% more time in the app compared to a user that installs and has to search for the intended content themselves. With the addition of this web-to-app transition button, Makemytrip realized a 15% increase in one-day retention rate, and has succeeded in delivering a fantastic experience to its users.
- 15% increase in one-day retention
- 13% increase in one-week retention
- 12% increase in one-month retention