Yelp
Optimizing app store conversions for Yelp through data-driven insights
10.4%
increase in CVR
Overview
Yelp is a prominent online platform that allows users to explore, review, and connect with local businesses. Unlike most apps that derive main traffic from search engines or third-party referrals, Yelp's primary traffic source to the App Store was its own mobile website. This unique situation prompted a targeted approach to increase app installations.
Challenge
Yelp faced the unique challenge of high traffic from its mobile website to the App Store not translating into expected app download rates. Unlike most apps that derive their main traffic from search or third-party referrals, Yelp's primary source was its own mobile website. This necessitated a deep dive into the user journey from mobile web to the App Store to optimize the path and improve conversion rates.
My Role
As the Creative Lead, I was tasked with devising a strategy that would translate mobile web traffic into higher app downloads. This involved a thorough analysis of user behavior, detailed keyword research, and the development and implementation of ten tailored custom product pages in the App Store. My role also encompassed managing client communications and ensuring strategic alignment with Yelp's objectives.
Solution Approach
Outcome & Results
The implementation of targeted custom product pages led to a notable increase in conversion rates by 10.4%. This success was grounded in our data-driven approach, which allowed us to understand and optimize the unique user journey from Yelp's mobile web to the App Store. The project demonstrated the effectiveness of leveraging in-depth user behavior analysis and customized content to significantly impact app download metrics. This case study emphasizes the importance of a strategic, data-oriented approach in converting web traffic into app installations, showcasing how a deep understanding of user pathways can lead to substantial improvements in digital marketing outcomes.
