How to spend $0 and achieve +10K daily incremental downloads
The importance of a well designed banner. Marketing & UX/UI experiment in Mercado Libre Ecommerce APP with +150% CVR & +133% downloads.
Always looking to find improvements, changing the outdated “download the app” banner in the web mobile experience was a low hanging fruit.
I decided to gather a squad with IT, UX, Product & Marketing experts and iterate it until we got +10K daily downloads growth, 150% improvement in CVR (installs/show), +133% installs vs control group.
We decided to do a process of iteration with four stages until we got the best combination from all.
First, trying different concepts of the banner, imitating the ones of the biggest players (Facebook, Chrome, among others). With the winner of the previous stage, the round of trying different calls to action started, choosing some darker patterns as “Open”, one for curious people “try”, the slang for “download” and two more. The slang won so we changed color. In the last round, we changed the phrase, where claiming the speed and ease of use was the final winner.
In every round, we had a control group with the original banner to compare results. The conversion increased in each stage reaching 150% growth of installs over shown. Also, the new banner brought 10.000 incremental downloads per day, growing 5pp of share from paid sources: WIN-WIN.
