Optimizing Hobnob For Growth
Since the launch of Hobnob (a mobile-first invitation service that sends stunning invites through text message), Branch has been an integral part of our mobile growth strategy, data analysis, and user experience. Each month, a suite of Branch tools help us convert 500K unique monthly active web invite recipients (guests) into app users and ultimately continue the cycle as hosts.
One of the biggest impacts Branch has had on our user journey is to allow Hobnob to present a personalized custom onboarding experience through deferred deep links. Guests who receive a text invite are converted into app users through two distinct funnels: guests who convert directly from SMS through Branch, and guests who convert through the web invite.
In each text invite there are three calls to action (CTA): 1. Reply to the text to RSVP 2. See more details (web invite) 3. See the invite in the app (Branch link). Guests who respond to the first CTA and text back a reply receive a confirmation text with another opportunity to convert to an app user (Branch link). Guests who respond to the second CTA and continue to the mobile web invite can seamlessly open the invite in the app through several optimized CTAs. And guests who respond to the third CTA are directed to the app store and are then greeted with their personal invite the very first time they open the app. Branch enables this entire flow by allowing us to change the user experience based on where the user is coming from.
With Branch’s Tags we are able to track the efficacy of various buttons, banners, and their text. In just two months we were able to identify an “open-in-app” button as the most effective at converting guests into the app, implement it across the web invite, and double our overall conversion rate. In turn, this led to more than a 300% increase in the number of guests we converted to the app over the same period of time.
But perhaps our best implementation of Branch is only available to a subset of users. Recently we launched our first partner integration with social selling company Stella & Dot Family of Brands. Utilizing contextual deep links we are able to offer S&D users a completely personalized and private in-app experience. Users create an event on either the Stella & Dot, KEEP Collective, or EVER Skin sites and then pass through data about their event using a Branch link. Users download the app and on first-open are greeted with a custom onboarding flow displaying their pre-populated event information including the independent business owner’s shopping link and a customized gallery of flyer designs exclusively for S&D users.
To date we’ve been able to grow completely organically through optimizing our in-bound channels, primarily the web invite and SMS. Thanks to Branch our hosts have become our best influencers and account for over 50% of our total app users through referrals. Branch will continue to be one of our most vital growth tools as we iterate and improve the service to compete in the increasingly noisy app space.
This post was prepared as an entry in the Mobile Growth Stories Challenge Promotion sponsored by Branch Metrics, Inc. Visit https://branch.io/stories-challenge/ for more information