Fressnapf: +60% ROAS Through Successful Web-to-App Optimization
In brief
Omnichannel Marketing Success Story: Fressnapf partnered with e-dialog to optimize the mobile customer journey. Through the targeted use of Web-to-App Deep Linking (W2AC), users are seamlessly directed from Google Ads campaigns to the app instead of the mobile website. The result: a seamless, personalized shopping experience that led to a 41% increase in the conversion rate and a 60% increase in ROAS.
Challenge
Fressnapf found that a significant portion of its online traffic came from mobile devices. However, the existing Google Ads campaigns redirected all users to the mobile website, even if they had the Fressnapf app installed. This resulted in an inconsistent customer experience, which may have led to friction in the customer journey, lower conversion rates, and a lower customer lifetime value.
The Fressnapf app is a central component of our omnichannel customer strategy. By strengthening the app’s technical foundation, W2AC has significantly improved its performance and further driven its growth.
Measures
The team took a step-by-step approach to implementing deep links from the website to the app. Since Fressnapf and e-dialog were aware of the importance of accurate measurement, they placed particular emphasis on setting up reliable tracking for app conversions and in-app web visits. Before the full rollout, Fressnapf conducted a test phase with two campaigns.
Results
The implementation of deep links from the website to the app brought significant improvements for Fressnapf. Users were seamlessly redirected to the Fressnapf app, allowing them to enjoy a more personalized and user-friendly experience. By optimizing the purchase process, deep linking led to a significant increase in conversion rates compared to redirecting users to the mobile website.
- % Increasing the Conversion Rate
- % Increase in ROAS
