How to define your install strategy

Key Takeaways

[Music] [Applause] [Music] hi I'm Damian a well because he's thing consultant at Google in this talk you will learn how to define an install strategy across all your mobile experiences letting your users install your app is one of the best ways to keep them engaged today you can achieve that in different ways let's start with native app installs if you have a native application you might think that this might be the best platform to promote to all your users and for some of them this might be true but for some users native apps can have some disadvantages too the most common one is storage constraints making space for a new app may mean removing valuable content freeing up storage is also the number one reason users remove apps from their devices there's also the issue of available bandwidth especially for users on slow connections and expensive data plans finally moving to a store creates additional friction and delays a user action that could be performed directly in the web a great alternative to this is allowing users to install your progress he web app from the browser through another home screen prompt you can also upload your PWA to the play store using trusted web activity in this example came to under a real estate company from Brazil was able to reuse the same codebase in the world and the Play Store while offering a great experience to users let's take a look at another example all your rooms is one of the largest hospitality companies in India they have a very large user base coming from a variety of devices and networks they have built different versions of their mobile experience to satisfy the needs of all their users first I created a native application for the Play Store for the most sophisticated users this could be the best choice all you light is a progressive web app uploaded to Play Store be a trusted web activity it provides the same functionality of the nav bar well occupying only 7% of the space finally for users that visit the site directly by typing the URL or clicking on a link or offers the chance of installing the pedo directly from the home screen having all these ways to achieve app installs is great but how can you combine all these offerings to increase installation rates well I Bodi make your apps compete with each other let's discuss some strategies to combine different install offerings the first strategy is to show the different options in the same screen this is a simple approach that might just work for many users the challenge is to be able to communicate the value proposition to distinguish clearly one from the other but instead of delegating the choice completely to users we can make the life easier the idea of the following strategies is to make some inferences for example by tracking users behavior and device characteristics we call this heuristic based approaches the first one is web installed as fallback in this strategy you can start showing the native app installed prompt if the user doesn't install the app and keeps visiting to your website chances are that the web is their platform of choice after a while you can start promoting your pillow EA to these users this strategy can be implemented very easily for example by using cookies to drag user behavior the group of users that this means the abun huh keep coming several times to the side might be good candidates for a web install offering but before showing the web install call-to-action there are two more things to take into account the first one make sure that the user hasn't already installed your native app or your PDA by other means the Getty store related apps API can help you check that the second is actually a UX best practice to maximize the opt-in rate for your web install prompts you might want to use the double permission pattern in this example shows AG web install icon after capturing the before installed prompt event when the user clicks on it they trigger the standard Add to Home screen prompt if you want to learn about UX patterns for web permissions like this one check Deshea stock safe permissions for the capable web at crontab Sammy 2019 let's move now to the second strategy intuitively users on slow networks or low-end devices might be more inclined to download light apps therefore if it's possible to identify a user's device one could prioritize the light up over the heavier native app installed version you can implement this by writing a function checking for device characteristics to decide which prompt to show if it's a low-end device a light up if it's a high-end device you can offer the core native app inside the function the by signals can be obtained in two ways the first one is by using javascript api s-- like device memory hard work on currency or the network information API the second one is by using client hints which can be inferred from the header of the HTTP request to use them you need to send an asset CH gathering your response indicating the type of hints you want to receive for example device memory after that you will start receiving these hints in the header of the HCP request finally you can use this information to map to a device category and use that later to decide which prompt to show if you want to learn techniques on how to map the buy signals to device categories check out adaptive loading a talk that was given at random Sammy 2019 prepping us today you can offer different channels to users to install your model experiences for example you could offer an ad but ap delay available in the Play Store and iWeb installed from the user screen then you can define a heuristic to show the most suitable install offering to a particular user you can create a very simple one based on the user behavior on your site for example by tracking how often they come to it or you can go for a more sophisticated approach when mapping the buy signals to device categories and show different install offerings depending if the device is low mid or high end we encourage you to experiment with these techniques for example by running a be test and to reach out to us on Twitter to share your experiences I hope you continue enjoying what the Bligh's thanks for watching [Music] [Applause] [Music]