If you have a consumer mobile app and you are looking for ways to boost the download and usage of it, you may leverage the guest WiFi onboarding to promote it to your in-store guest users.
In particular, if your app provides contextual benefits to in-store customers, such as finding products, exploring inventory, consulting the shopping list, promoting it to in-store customers may be particularly effective.
How to implement it
Due to the limitation imposed by the captive portal assistant browser (for example CNA on IOs), is not possible to publish a button that links to the app stores.
The best way to achieve this goal is to use Cloud4Wi's Promo Tool. The tool allows showing the user a promotional page that sponsors the app and exposes a call to action to the user to download it.
The tool offers the user two options:
- a call to action to download the app
- a button to skip and go online
When the user clicks the call to action button, the page asks the user to provide or confirm his phone number. After the confirmation, the user will receive a text message with the link to the app store page where to download the app.
Tip: how to contextualize the link based on OS
The toll is designed to send the same content to all the users, independently from their OS. You need to create one single link that then will redirect the user to the right app store depending on the OS (Android, IOs, Wondows, etc..). In order to do so, we suggest using an external FREE service http://onelink.to/.
In this tool, you can paste the links to the page of the app on each app store, and the tool gives you one single link to send to the user.
Measure the campaign performance
The success of this initiative can be measured by monitoring two KPIs:
- Click-through rate on the call to action - to evaluate the effectiveness of the channel and content.
The Promo Page tool allows to download the logs of the users who clicked o the call to action link. This data, can be compared to the number of new users collected for the beginning of the campaign to calculate the click through rate.
- Mobile app downloads
In order to evaluate how many users installed the app because of the campaign, the customer can use the tool provided by each app store vendor.
For Android, all you have to do is to generate the URL for your app pages with the Google Play URL Builder. On this page, you can add "Cloud4Wi" as Campaign Source, then click the GENERATE URL button and use that URL in the OneLink tool.
The URL has appended an attribute "referrer=utm_source%3Dcloud4wi"
(the Application ID can be found in the Google Play Developer Console.)
In the Google Play Console you can see the reports of user acquisition by UTM source. On this page they can see how many users comes from the "Cloud4Wi" campaign
On the promotional page give compelling reasons to the user to use your mobile, in particular, focus on the benefits that the app provides in the context of the in-store experience (for example live inventory check, remote support, mobile payments, online ordering, etc..)