EXTRA CREDIT: Individual exploration of an acquisition product

Branch is a company that can help enterprise tracking users connection channels, provides a more natural and more efficient way to measure and manage from cross-channels.

The problem they solve is the traditional tools did not show the detail attributions of the marketing decisions, and it is not shown on the same platform, so it is hard to compare and management. The people are the enterprises that need an efficient acquisition flow. The solution is a platform that can show the result in different marketing channels and provide a better user experience with deep linking.

The acquisition is a hard part for us. Since we could not make sure our potential users can see our posts and connect with us, and we are not sure about which channel can reach out to more target users. The branch can help us track with all the initial touchpoints. Linking the fragmented channels together is difficult for us. Building a consistent chain to manage the marketing campaign is helpful for us to grow better.

Moreover, with Branch, we can grow faster. For a startup, time is an important factor to measure growth. If the acquisition can be more efficient, we can make our runway longer. We can get into SAM quicker.

It is important to recognize the users from what channel. Branch can help us identify channel our users comes from accurately. The inaccurate attribution may lead to the wrong decision, and the result will be using more money for fewer conversions.

I will use the feature universal ads and journey web to app features. Tracking for all channels in a single platform can help the marketing measurement easier to go. It can improve the right marketing decision happening faster in the company. Making the ROI more precise will help us evaluate the channels.

Universal ads feature allows us to faster generate our marketing content without changing from one channel to another channel. It is also very flexible to change. Once we expand the business to more places, the marketing strategies will be more complicated and harder to unify. Higher marketing performance is essential to broaden our busniess.

Journey web to ads features Branch can help our users feel more engaged with our products and attributions of installation. When a current user a restaurant to their friends. Branch can lead to the existing users to the app when they are in a web browser, and they can have a better experience in checking further status. Also, users’ friends can download the app through a few easy steps.

Our product is not required to sign up to browse through the content. The journey feature can help us to connect to more new users and increase the web to app conversions. Also, for the retention of users, Branch can help us to re-engage our users from the browsers when they see ads or to search on the web.

https://branch.io/

Branch also provides a customized banner for the browsers with the journey web to app feature. The information on the banner can change over time with the changing of our marketing strategies. And the result measurement can give us a more precise visualization result and give us an opportunity for us to do future banner A/B test experiments.

https://branch.io/

With Branch’s journey from web to app feature, We could increase the installing rate with potential users. For the first time installer, they can quickly jump to the invitation pre-invitation page after downloading and enjoy our core feature(Arranging dining out with friends within three steps). After they invite their friends who do not have our app but can browse the restaurant information with web browsers can also easily download our app.

How Haxz’s marketing channel will work with Branch

In Branch’s case study, Bloom&Wild increase two times’ of in-app purchasing with the journey web to app feature, Postmate has a 31% click to install rate in ads campaign and Airbnb increases 19% app install rate with the deep linking feature.

Right now our conversion rate from awareness from subscription is 16%, with the journey web to app feature, we can increase 17% conversions to 33% (I took Bloom&Wild’s case study as a reference to times the subscribers two and divided by landing page visitors). With the case study from Airbnb and Postmate, I believed with the Branch deep linking feature, when we launch the first version product, the download rate will increase from our ads campaign and the inviters.

The APIs can export the Branches data to the current tools we are using more convenience. I think it can also save time for setting up Branch with all our acquisition channels on different platforms. For customers, it might be easier for them to see how many people are coming from our app to their restaurants. So they can also see the marketing performance after invest our membership service.

If we decide to use the universal ads and journey web to add features, it will take us $118 per month to implement. And we’ve liked to try the data integrations feature in the future to see if the feature would be helpful for us. Since it can also help us to see how our product engages with users and which part of the content they are interested in.

Branch Product information: https://branch.io/