App Push
Enhancing customer engagement and retention by leveraging app-specific advantages like push notifications, personalized experiences, and strategic pricing variations.
App Push
Enhancing customer engagement and retention by leveraging app-specific advantages like push notifications, personalized experiences, and strategic pricing variations.
01
What?
What?
We observed Cleartrip needs to increase its organic segment share by capitalizing on the higher margins, better retention rates, and stronger customer intent observed in app conversions.
To boost Cleartrip's organic share, we found that app conversions offer higher margins, better retention, and stronger customer intent. By leveraging these benefits, we plan to enhance the app with unique pricing and additional features.
We observed Cleartrip needs to increase its organic segment share by capitalizing on the higher margins, better retention rates, and stronger customer intent observed in app conversions.
To boost Cleartrip's organic share, we found that app conversions offer higher margins, better retention, and stronger customer intent. By leveraging these benefits, we plan to enhance the app with unique pricing and additional features.
02
How?
With App Push, users will be able to discover app specific benefits and features on mobile browsers that provide additional value in terms of better experience, net effective price and additional offerings that appeal to target cohorts.
The goal is to keep app exclusive benefits relevant to the audience and visible to create awareness which shouldn’t be intrusive so as to lead to customer drop off or bad experience.
04
We defined user Scenarios & Acceptance Criteria
Users can explore additional features and benefits available on the app through the progressive web app (PWA), make informed decisions to transition to the app, and seamlessly move to the app to complete their transactions without significant disruption.
03
Targeted users
VISITORS
Users who open the platform but may not engage deeply or make a booking, they explore content briefly
BROWSERS
Users who explore options and details within the platform without necessarily making a purchase or booking.
BOOKERS
Users who actively complete a booking or reservation through the platform
Exclusive app benefits
-Supercoins
-Cleartrip Wallet
-Coupon Tray (differential discounts)
-No Cost EMI
-Lower Convenience Fees
-Gift Card
05
Crafting Tailored Solutions
As we began this project, we were excited about the ideas, but it was crucial that users felt the same and that the transition from PWA to app was smooth.
Here's what we tried achieving:
Home page showcasing benefits
This page allows us to smoothly inform users about the app’s benefits and provide an estimate of the savings they could achieve by downloading the app.
On the PWA, benefits will auto-expand for users, while the "Get App" CTA directs to the app store and the bottom barshows app ratings and downloads.
Bottom sheet banner
For logged-in users, we decided to show a dynamic total including super coins, wallet balance, and relevant coupons, with special cards only if offers differ from the PWA. For logged-out users we displayed benefits at 3x, neutral wallet amounts, and top-value coupons, with special cards appearing if there's a difference from the PWA.
Wallet and Flipkart supercoin
Wallet and super coin values animate and show a detailed bottom sheet on click. The wallet icon redirects to the wallet page, and the "Install App" CTA leads to the app store. If values are zero, animations persist, and the wallet page includes an app download banner.
Flights search result page
The bottom bar shows total benefits as on the homepage, with the "Get App" CTA linking to the app store and an expandable banner on click. In the flight tuple, differential coupon values for the PWA indicate extra savings on the app, while default coupons are shown if no platform-specific values are available.
₹4,093
IndiGo
6E-2066
11:25
02h 20m
1 Stop
13:45
Get ₹200 off with CTDOM, save extra on app
Review itinerary page
This page serves as the final review for all traveler and flight information, along with price details, before proceeding to the payment page. We’ve implemented multiple touchpoints to highlight the benefits of transitioning from the PWA to the app by downloading it. We experimented with various approaches to minimize friction and prevent user drop-off, aiming to create a sense of urgency and encourage app downloads.
Payment page
This final page aimed to guide users to the app for benefits, but it was also crucial to avoid frustrating users, as excessive nudges could lead to drop-offs and negatively impact the business. After multiple discussions and iterations, we developed a design to minimize friction. Despite this, the team remained concerned, so we conducted A/B testing: one variant included all page touchpoints, including payments, while the other variant excluded modifications to the payment page.
SUPERCOINS
Logged-in users see a disabled super coin balance with an "app only" popup and options to continue or go to the app store. Logged-out users see an "app only" tag with an "earn" message and a CTA to the app store.
NET EFFECTIVE PRICING
Logged-in users see the NEP with app benefits, super coins, and wallet deductions, while logged-out users see the NEP with coupon deductions only.
NO COST EMI
Display the lowest no-cost EMI option for all users, with an "Install App" CTA that redirects to the app store and then to the itinerary page. This applies to users with or without saved payment methods.
COUPON TRAY
Users see both PWA and app-specific coupons. The "Apply" CTA works for PWA coupons, while the "Install App" CTA applies app coupons after redirecting to the app store. The "Know More" CTA shows app coupon details.
GIFT CARD
For both logged-in and logged-out users, display an "app only" tag and allow gift card addition with a 5-digit pin, keeping the "Apply" CTA disabled. The "Install app" CTA redirects to the app store, applying the gift card value automatically on the itinerary page, with the deducted amount shown in the price breakup.
REFUND/PROMO WALLET
For logged-in users, promo wallet toggles open options to install the app or proceed without a discount, with the "Install App" CTA applying wallet values automatically on the payment page,
COMBINATION WALLET
Combination wallets let users choose between refund or reward + refund options, with similar app installation and value application.
CONVENIENCE FEES
In both logged-in and logged-out states, a bottom toast displays an "Install App" CTA that redirects users to the app store for download, with deep linking rules applied.
NO COST EMI
The NC EMI tag leads to a bank options page, with no-cost EMI toggles and "Get App" CTA. Selecting 0% EMI shows "Install" and "Continue" CTAs, where "Install" goes to the app store.
The logic behind using deferred deep linking
We decided to use deferred deep linking to guide users directly to specific content or features in the app, when they install it after clicking a link. This approach ensures a smooth transition from PWA to app, preserving user intent and boosting engagement by taking them straight to their desired destination.
A/B testing & concept validation
Variant 1
33%
Customers are able to see app push UI elements on Homepage, SRP, Itinerary, Coupon Tray & Payment page.
Variant 2
33%
Customers are able to see all app push UI elements mentioned above except
on Payments page.
Control Set
33%
Same as current flow with no interventions
Hypothesis
By strategically incorporating "app only" or "better on app" nudges for specific features, emphasizing exclusively or enhanced benefits on the app, we aim to migrate users from PWA to the native app platform.
In conclusion, V2 emerged as the most effective solution, with its smoother payment process resulting in fewer drop offs. The NEP (net effective price) displayed on the search results page also successfully converted more PWA users to App users.
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