Rituals: How we increased app downloads by 240% without involving paid channels
How to increase mobile app downloads without spending on advertising? Rituals together with the Loyaltiq team found the answer: thanks to clever popup deployment in Mailocator, they were able to reach website visitors right at the crucial moment and get them to install the app. The result? An average 240% increase in downloads in the Czech Republic and Slovakia.
Rituals: how we increased app downloads without paid channels
Rituals: how we increased app downloads without paid channels by 240%
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What were our goals
Loyaltiq cooperates with Rituals in e-mailing and display campaigns on the web. For Rituals, we provided a migration to the Targito CDP platform and also a complete website personalization (home page, product detail, cart) using the Zoe.ai recommendation tool. Using Mailocator, we then handled the integration of display campaigns such as promoting app downloads or promoting ongoing promotional offers.
About Rituals
Rituals.cz and Rituals-cosmetics.sk are branches of the international cosmetics chain Rituals Cosmetics, headquartered in Amsterdam. The company was founded in 2000 and has since grown to more than 600 stores in 27 countries.
Rituals app
Rituals offers its own mobile app, available for both Android and iOS. Through the app it is possible to solve:
- Purchase of products (e.g. body cosmetics, scented candles, skin care)
- My Rituals program: loyalty system with gifts, birthday benefits, access to exclusive content like magazines, recipes, podcasts, masterclasses, yoga and meditation
- Meditation and yoga video lessons for different levels (from beginners to advanced)
- Users can easily shop, discover new products and use a simple ordering process
As we proceeded
To support the app, we chose Mailocator, a tool that allows you to display content on the web in a way that gets results. We created a pop up that will only display on a mobile device. Mailocator can also detect the device you are viewing the site on.
So we created two scenarios. One for iOS, the other for Android, and we adapted the download link for the app to that. So on iOS we link users directly to the App Store and on Android to Google Play.
As part of the campaign, we tested the time delay for displaying the scenario and now have it set to 30 seconds on the site.
Results
The increase in app downloads was visible immediately. In the first month alone, we saw a threefold increase in app downloads on the App Store (iOS) in both CZ and SK. On Google Play (Android), the increase was double.
The chart below shows the steep increase in daily app downloads since the deployment of Mailocator.
Download iOS apps to CZ
Download Android apps on CZ
Download iOS apps SK
Download Android apps SK
iOS results
Before Mailocator was deployed, users downloaded the CZ app on iOS an average of 1,041 times per month. After deploying the pop up, we saw an average monthly increase to 3,166 downloads.
The SK app on iOS was downloaded by users an average of 198 times. After deploying Mailocator, the average was 594. Again, a tripling of downloads.
Android results
Before Mailocator was deployed, Android users downloaded the app an average of 231 times per month. After its deployment, it averaged 386 downloads. An increase of 1.66 times.
For SK we went from 40 downloads to 76. That’s 1.9 times
