Tripling web-to-app installs, and increasing first orders from mobile web-to-app users

Background

Founded in December 2011 and headquartered in Bengaluru, bigbasket began operations as an Indian online grocery delivery service. 

The startup gained a valuation of over $1-billion in March 2019, when investments from Mirae, Alibaba Group, and CDC Group raised $150-million. It then acquired micro-delivery firm DailyNinja in March of 2020. In February 2021, Tata Group acquired a 64.3% stake in bigbasket for approximately $1.3-billion (INR 9,500 crore).

Today, bigbasket receives over 400,000 orders per day in 30+ cities in India across its various services. The grocery platform currently offers a range of over 40,000 products.

Challenge

The bigbasket mobile website draws a large number of footfalls from new customers and first-time users, but encouraging these users to try their services has always been a primary challenge. 

Given that the probability of a user placing a trial order is higher on mobile applications, bigbasket wanted to funnel a more significant portion of these footfalls to the app. 

The key here was to provide a highly relevant and practically seamless journey, where the customer shifts effortlessly from the m-site to the Android or iOS app while keeping costs low.

Solution

As a regular AppsFlyer client, bigbasket decided to implement the platform’s Smart Banners solution, designed specifically to encourage users to download the mobile app. 

The customer journey would be relatively straightforward: Specifically, the user would first see a banner on the bigbasket’s mobile website, which would direct them to download the app via a promotion or call-to-action in a seamless web-to-app link. 

With Smart Banners, bigbasket planned and executed several web-to-app campaigns to encourage users to download the app. To ensure comparable KPIs on return on experience (ROX), the team used AppsFlyer’s OneLink deep-linking technology. 

With OneLink, bigbasket could look at all the installs, clicks, and view-throughs associated with their Smart banners on the AppsFlyer dashboard. This allowed them to compare Smart Banners’ performance with that of other channels.

Finally, Smart Banners allowed for a deeper level of campaign personalization. By using OneLink’s deferred deep linking, bigbasket could create personalized promotions for each user to complete a transaction in the app. 

Personalized Smart Banners would also direct users to either the app store – in order to install the app – or to open the app if it’s already installed, whenever they wanted.

Results

The Smart Banners campaign produced a sizable impact on revenue, significantly increasing the traffic from the mobile website to the app while raising the number of first orders from these newly migrated users. 

Specifically, web-to-app installs increased by 3x, while first orders from mobile web-to-app also spiked by 2x.

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