Tokopedia used Branch’s Universal Email to incorporate deep links into emails, a top driver of organic traffic to the mobile web. These capabilities are allowing Tokopedia to create customized smart banners for specific web pages and subsets of mobile web visitors. Journeys also enabled the Tokopedia team to A/B test banner creative and placements, then iterate with Journeys’ WYSIWYG (What You See is What You Get) editor. Users who did not have the app installed were served a floating smart banner on Tokopedia’s mobile website that prompted them to “Download the App”, while users with the app already installed received a smart banner reminding them to open the app. By leveraging contextual smart banners that responded to users who had the app installed and those who did not, Tokopedia was able to direct app users to the desired product in the app, while delivering those without the app to the appropriate app store and subsequently to their desired in-app product.
Tokopedia used Branch’s web-to-app solution Journeys to drive mobile web users into specific content within its app. This enabled Tokopedia to deep link users directly to specific in-app products from any channel across the entire user journey, including: Mobile Web-to-App Tokopedia implemented Branch’s deep links across its referral, content sharing, mobile web, email, and paid social strategies. The Solution: Implementing Branch’s deep links across channels As a result, Tokopedia had an incomplete view of its user journeys and was leaving potential revenue on the table. In addition to user experience challenges, fragmented and legacy attribution models were making it impossible to accurately identify and measure users across all of Tokopedia’s channels. Lacking a seamless approach to driving organic traffic from Tokopedia’s immensely popular digital channels into its app, the company was falling short of its conversion expectations. This diverse channel mix, coupled with the explosive growth of mobile in Indonesia required the company to pursue a cross-platform marketing strategy. Tokopedia users interact with the brand across desktop, mobile web, paid social, email, and other channels-even through QR codes. The Challenge: An incomplete view of user journeys With millions of active product listings, the company’s website and app facilitate more than five million product sales every month. An online marketplace that allows individuals and business owners to open and maintain their stores for free, Tokopedia has grown rapidly since its inception in 2009. Tokopedia is the largest and fastest growing eCommerce platform in Indonesia.
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