From user experiences to campaign measurement, mobile has introduced huge fragmentation across channels, devices, and platforms for many businesses — especially consumer brands. The situation is worsened by big platforms who are building “walled gardens” with changing standards and bewildering updates. As a result, it has become incredibly challenging for brands to devise effective mobile strategies. Join Branch CEO Alex Austin and guest speaker, Forrester VP and Principal Analyst Julie Ask for an in-depth discussion on how to tackle mobile fragmentation.

1. Enterprise Webinar Series
Tackling Mobile Fragmentation:
Do’s & Don’ts
FEATURING

3. Meet our speakers…
Alex Austin
Co-founder & CEO
Julie Ask
Vice President,,
Principal Analyst

4. Agenda Overview
● The Problem of Mobile Fragmentation
● Challenges & Opportunities in the Fragmented Mobile
Ecosystem
● Actionable Tactics to Overcome Fragmentation

5. The Problem of
Mobile Fragmentation
Enterprise Webinar Series
FEATURING

6. Links were the fabric
of the internet

7. Marketing User Experience Web AttributionUsers
And Everything Just Worked
Marketing User Experience AttributionUsers

8. Mobile has become the
dominant platform
https://techcrunch.com/2016/11/01/mobile-internet-use-passes-desktop-for-the-first-time-study-finds

9. Hours Hours
(excl. Facebook)
0.3 1.5
Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498
More
Mobile users prefer native apps

10. App users are critical to your
mobile strategy
more time in app
than mobile web
7x
Mobile users spend
better than
mobile websites
300%
Mobile apps convert
higher than mobile
web visitors
40%
AOV from app users is

11. Apps tore apart
that fabric

12. APP
SafariViewController
WEB BROWSERS
HARDWARE +
DEVICE
OS PLATFORMMEDIUM
Access has become fragmented

13. Identifiers are fragmented
Your
App
Your
App

14. What does this mean for your user?

15. What is this costing you?
sign in / registerMore than
50% drop off
Losing more than half your
users at every touch point

16. An example of mobile web fragmentation
https://www.slideshare.net/a16z/mobile-is-eating-the-world-2016/58-58020406080100iOS_AndroidMobile_web_traffic_Q4

17. And it’s getting worse
https://www.christianoliveira.com/blog/en/web-analytics/why-the-bounce-rate-of-my-amp-pages-is-so-high/
by

18. And worse
https://developer.apple.com/videos/play/wwdc2017/702/

19. It’s not just the user experience either
- Emily Grossman, Mobile Moxie
Branch Organic SEO Webinar, 2017
FEATURING

20. Marketing User Experience Web AttributionUsers
Marketing User Experience AttributionUsers
The state of mobile:
broken user experiences & attribution

21. Mobile Fragmentation:
Business Challenges &
Opportunities
Enterprise Webinar Series
FEATURING

22. Solving Mobile Fragmentation:
Some Tactics
Enterprise Webinar Series
FEATURING

23. User experience and attribution
is siloed and broken
Your
App

24. Fragmentation is a cross-org problem
Product Marketing
PerformanceEngineering

25. Start by using your native app
to unify the fragmentation
Your
App

26. Although links are still broken
across all the different silos
Your
App

27. Branch is a
linking platform
that stitches the
fabric back together.

28. Branch links tie it all back together.
Your
App

29. Branch unifies experience and measurement
Marketing Unified User Experience Unified AttributionUsers

30. Mobile Optimized
Email
Channel Recommendations

31. 71% of emails get opened on mobile
Your most engaged users have your app
But 100% of email links route to the mobile web

32. Hyatt’s Current Email Experience

33. Hyatt with Branch

34. and many more...
Branch Email Integrations

35. Full Cross Platform Email Attribution

36. A crucial part of our strategy has been
deep linking our emails, which has turned
email into a powerful channel to drive
both app engagement and bottom line
results. Branch’s Deep Linked Email
powers our best performing email
campaigns, driving a 6% click-to-order
rate and a 30% app-engagement rate.
-Max Mullen, Co-Founder
“

37. Mobile Web
to App
Channel Recommendations

38. You’re missing out on converting your
HIGHEST QUALITY web traffic into
ENGAGED APP USERS.

39. The Problem
Existing web-to-app strategies...
● Don’t target web visitors appropriately
● Don’t maintain a seamless new-user experience
● Require complicated engineering to add any
customization

40. APP / PLAY STORE App HomepageNo CTASEARCH ON WEB
Amazon’s Current Strategy
App not Installed

41. Convert your organic web traffic
into HIGH-VALUE app users

42. Choose A Template

43. Customize
banners and
interstitials to
be on-brand
Fully Customizable

44. Target Audience Segments
The Journeys audience selection leverages Branch’s unique ability to look across aggregate user
behaviors within the mobile website and app, in addition to device type and geography to tailor
customized app engagement digital creatives and call-to-actions.

45. APP / PLAY STORE DEEP LINKED CONTENTCLICK JOURNEYS BANNERSEARCH ON WEB
User 1 - Casual Browser
App not Installed

46. APP / PLAY STORE DEEP LINKED CONTENTWEB INTERSTITIALCLICKS AN EMAIL
User 2 - Engaged User

47. A/B Test Your Creative And Audiences
Marketers can continually test and optimize on Web to App conversions based on a
change in Journey creative. Journeys supports full A/B testing for any number of
variations.

48. Compare. Contrast. Decide.

50. Channel Recommendations
Social

51. 80% of social is viewed
from a mobile device

52. SOCIAL NETWORKS ARE
INCENTIVIZED TO KEEP YOUR USER
IS THEIR WALLED GARDENS

53. WEB INTERSTITIALCLICK FB POST DEEP LINKED CONTENT
BRANCH ORGANIC FACEBOOK FLOW (installed)
Punt CNN users out of FB browser and into your app!

54. BRANCH TWITTER ORGANIC FLOW (not installed)
Leverage Journeys to drive an install
CNN POST IN-APP BROWSER DEEP LINKED ARTICLEAPP STORE

55. Channel Recommendations
Desktop to
App

56. Desktop to mobile transition broken
IDFA

57. Example Solution: Desktop to App with Product Feature

58. Example Solution: Desktop to App with Text-Me-The-App

59. Measure and optimize the funnel

60. There’s never been a more
exciting time to be in mobile

61. Just Keep Building.
Alex Austin
@illustriousalex
branch.io
Julie Ask
@JulieAsk
Forrester.com
Q&A