New Study Shows How Deeply Awful Those 'Get the App' Web Pages Are
Those
web pages that stop you getting to the information you really want in
favor of asking you to Download An App are deeply annoying. But now a
study by Google shows just how counter-productive they actually are for
the people that put them there in the first place.
If any
company was to test the heck out of an intervention like one of those
pages—known in the trade as a promotional app interstitial—it was going
to be Google. So they started studying what happened at the page that
popped up when people accessed Google+ on the web (no jokes about sample
size, please). They found that while 9 percent of visitors hit the ‘Get
App’ button (though didn’t necessarily download it), an amazing 69%
simply abandoned the visit to the page. When they removed the page,
activity on the mobile website increased by 17 percent and app downloads
barely changed.
Google,
then, is planning to scrap interstitial pages, and says it published the
results so that others will “reconsider the use of promotional
interstitials” to “remove friction and make the mobile web more useful.”
Which is a conclusion we can really get behind.
No comments:
Post a Comment