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Mobile Web Interstitial Optimization

Improving customer traffic to brand apps and mobile sites

Overview

The Interstitial is intended to direct a publisher’s mobile web traffic into a specific brand’s mobile experience. It allows a user to open the brand’s app directly (if they have it), install the app, or open the mobile website so that a user is more likely to purchase.

Team: 3 (Design/PM/TL) Role: Design Lead Timeframe: 2 months

Goal

  • Improve customer satisfaction and trust (interstitial traffic/decreased conversion time)

  • Reduce bounce rate by 10%+ or more (% of visits that leave/no action)

  • Maintain or improve app install conversion from the interstitial page (reduce friction)

  • Design can easily be applied across brands (standard template)

  • Improve partner satisfaction with a performant and branded interstitial 

Problem

We had heard from our Partners and the Partner Support (PS) team that the interstitial was underperforming and causing poor results between partners. We needed to understand how this was impacting user churn.

Constraints

  • No tracking solution to measure performance metrics

  • Limited access to customer engagement data.

  • Lack an experimentation framework (no A/B testing)

  • Only small incremental updates over time and monitor impact

  • Short staffed on resources

My Responsibilities

  • Research plan drafted and approved with Leadership team

  • Interviews with Partner Support and Sales

  • Competitive Analysis of interstitials in the ecosystem

  • Gather best practices for interstitial design

  • Design studio with cross functional team members

  • Determined first 3 incremental test ideas

  • Analyze baseline performance data (Bounce rate/1 week)

  • Launch, measure and monitor V1-V3 tests with live Brand

Interstitial - template config.png

Outcomes and key learnings

  • Our initial V1 test did not yield much in terms of lowering bounce rate, we only saw 2% decrease over the week so we moved forward with V2 test

  • From initial V1 test we were able to breakdown the taps by time to see what percentage of users were taking action and when. This helped us choose 10 secs as the redirect time which covers roughly 92% of user tap behavior.

  • By introducing an auto redirect countdown, we were able to lower the bounce rate by over 10%, on some days showing as little as 3% bounce rate.

    • Testing different countdown times (7, 8 secs) did not impact bounce rate, but it did result in fewer app installs so we reverted back to 10 secs

  • By standardizing a template that could be applied to all brands, we could configure a brands interstitial within minutes.

  • Next goal was to launch more tests on top of these updates to improve app installs