TOPTEN Mall Increased App Installs by 4.5x and Purchases by 2.5x Through Organic Channels

TOPTEN Mall is a comprehensive Korean fashion mall that offers casual, formal, and children’s clothing at reasonable prices through both online and offline channels.

In the fall of 2020, domestic brand consumption was booming in Korea. TOPTEN Mall wanted to capitalize on this opportunity by holding a number of discount events throughout the year. It spread awareness of these sales through social media announcements and timed press releases.

However, TOPTEN faced a critical challenge. The links in these promotions took customers to the desktop and mobile websites. This was not ideal because the LTV (lifetime value) of TOPTEN’s mobile app users is six times higher than its mobile web visitors.

To improve the ROI of these promotions, TOPTEN Mall laid out several goals for its discount event strategy.

  • Convert web users into app users
  • Provide a seamless user experience
  • Accurately measure performance

To accomplish these goals, TOPTEN Mall turned to Branch.

  • 4.5x increase in app installs from organic channels
  • 2.5x increase in in-app purchases by users from organic channels