In the previous post I described how Yelp, Foursquare and TripAdvisor approached mobile web – mobile app user transition after Google’s introduced its new policy towards interstitials. In this piece I will cover Pinterest and sum up entire research.

Pinterest

Just as previously reviewed web products, Pinterest took a multi-format approach to drive installations to their mobile app.

Pinterest's Multiformat App Promo

 

This time it includes 5 forms:

Toplayer on the place page

Pinterest 1

On the top of the page you can find a full-screen form similar to classic interstitial. Bottom half of it is focused purely on app promotion, while the top part consists of the photo and some basic information of the item user either searched in Google or found on Pinterest. Once again we see that top form is large but at the same time personalised to the user’s request. By scrolling down you can get to the main content of the page.

Action redirect

Pinterest 2

Clicking on any item on the page triggers a redirect accompanied with a top layer informing about switch to the mobile app. Redirect takes few seconds and aims to inform user that s/he will redirect to the app store and likely reduce bounce rate on the next step.

Mobile App Landing Page

Pinterest 3

Redirect ends up on mobile app landing page contextualised to the user’s search. User can either continue in the app or login.

Bottom banner

Pinterest 4

Logged-in mobile web users are followed by a sticky bottom banner encouraging to install the app.

User Journey

Let’s see how they all create a mobile web experience:

pinterest

 

PageSpeed Insights

Pinterest PageSpeed

As you can see Pinterest successfully passes mobile friendliness test Google PageSpeed Insights.

Summary

Some takeaways from the research:

1. Holistic approach – one is not enough
Mobile apps are promoted on the mobile web always with more than one format. In most cases number of different forms ranges from 4 to 6. They include, among others: large contextual top ad, ‘see more’ buttons, action redirects, landing pages, ads covering part of the content, small banners.

2. User need first – app promotion second
In most cases the first visible content is related to the user’s query (or visit’s intention). In this place there is often provided some basic information and graphic related to the request. App promotion comes second.

3. No surprises / no sneaky redirects
User is not directed to the app without information – either on the button (e.g. see more in the app) or in the toplayer after taking an action (e.g. adding review).

4. Main Page – Mobile Landing Page
Foursquare introduced an interesting concept of creating a landing page with all apps accessible after click on logo.