We were spending millions on paid UA while 2 million people visited our mobile website every month. The math was embarrassing: mobile web visitors converted to app users at 15%—way higher than paid campaigns—but we were barely trying to convert them. After implementing a proper web-to-app strategy, we added 200,000 quality installs monthly at near-zero marginal cost.
Why Web-to-App Matters
Mobile web visitors are special:
- Already interested in your product (they found you)
- Demonstrated intent by visiting
- Higher quality than cold paid traffic
- No acquisition cost if they convert
- Often higher LTV than paid users
Smart App Banners
The easiest win: smart banners that promote your app to mobile web visitors.
Apple Smart Banners
Native iOS implementation with simple meta tag:
- Appears at top of Safari
- Shows rating and download button
- Opens App Store directly
- Remembers if user dismissed
Custom Smart Banners
For more control, build your own:
- Works on all browsers
- Customizable design and messaging
- A/B test positioning and copy
- Trigger based on behavior
Banner Timing Matters
Don't show banners immediately. Let users experience web value first. Show after 2-3 page views or 30+ seconds on site. Users who see the banner later convert better.
Full-Page Interstitials
More aggressive but effective when used right:
- Show after meaningful engagement
- Highlight app-exclusive features
- Offer incentive (discount, premium feature)
- Always provide clear dismiss option
Deferred Deep Linking
The magic of web-to-app: preserve context through install.
- User views product on web
- Clicks "View in App"
- Goes to App Store, installs
- App opens directly to that product
Why It Matters
Without deferred deep linking, users install then see generic home screen. They've lost their context. Drop-off is huge. With it, they continue their journey seamlessly.
QR Codes for Desktop
Desktop visitors can become app users too:
- Show QR code linking to app
- User scans with phone camera
- Opens App Store directly
- Works for deferred deep links too
SMS/Email Capture
Can't convert immediately? Get contact info:
- "Text me the download link"
- Email with app store links
- Follow-up sequences
- Re-engage later via push
Measuring Web-to-App
Key Metrics
- Banner impression rate: Who sees the banner
- Banner CTR: Who clicks through
- Store conversion: Who installs after click
- Attribution rate: Successfully matched users
- Web-to-app LTV: Value vs other sources
Track the Complete Journey
ClicksFlyer connects web engagement to app installs, helping you understand which web-to-app tactics drive the highest quality users.