Directing users to the highest rated channel.
75% of visits to AusPost’s Tracking tool on Web are on a mobile device.
We had an opportunity to divert traffic to our mobile app.
Partnering with Branch.io – a mobile linking platform powering deep links and mobile attribution – allowed us to create seamless app transition experiences.
Why did we want to promote app installs?
Customer problem
When customers would get Tracking notification emails, and click through to Track web, they would often loose task context. Or, have to log in to see any details.
By tracking parcels in the app, people could:
Add a ‘Nickname’ to their items
Persist the context, carrying the task through
View additional tracking info (e.g sender, delivery address, delays)
Request Safe Drop and apply it as a future preference
Request to Redirect their item
Add new Alternative Addresses (e.g Parcel Locker, Parcel Collect)
View targeted Smart Messages
Raise Help & Support cases and view existing cases
Business need
App users feel better informed and are more engaged than other AusPost products.
App users also have personalised options on their profile, so we’re able to tailor delivery preferences and design better outcomes.
How could we highlight the benefits of continuing your task by downloading, and switching to the app?
Content approach
Journey mapping
Understanding our users behaviour – and their relationship to the AusPost app – enabled us to create personalised messaging and vary our visual design.
I worked with the product designer to create:
Customer segments based on behaviour
User types based on user journeys
Messaging specific to audiences tasks
Content testing
Understanding the pain points and benefits for each user journey, I created different concepts using:
Rational task-focused language
Persuasive benefit led messaging
Social proof points (App feedback and rating)
A/B tests enabled us to see which language resonated (benefit led, every time!).
The results
Doubled our app downloads
Drove 18.5k app downloads - a 107% increase in downloads compared to a similar 5 day period.
High engagement with users
With an average view-to-click ratio of 20.5% for full page banners, the most engaged visitors are converting the highest.
Installs remain steady
With a consistent view-to-install rate, we’ve set benchmarks and seen continual growth of app downloads.
Instant A/B testing results
We’re able to write, design and publish content tests within the hour.
And, the month of launching Branch.io, both our Android and iOS apps hit 1 million downloads, and #1 app in the App Store for ‘Business apps’, beating out Zoom and Microsoft teams 🏆 (Jan ‘21)
The team
Product Experience Manager: Dave
Product Designer: Hein
Content designer/UX Writer: Bec
Experience Producer: Tommy
Technical dev: Branch team & AusPost team