Swarm Acquisition Success with Branch Journeys

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In June/July, the growth PM and I discovered the most cost-effective acquisition strategy for Swarm we’ve ever seen: a cross promotion with Branch Journeys pop-up modals on Foursquare’s mobile web.

We ran 2 experiments, one testing value propositions on the home page, and one testing different types of pop ups (pill, half page, full page) across venue pages. (See what they looked like in the image above.)

Here’s the experiment breakdown:

Homepage Multivariate Experiment

The goal of this experiment is to see which of the two value props are the most effective at encouraging users to download Swarm.

Audience: Mobile Web only, US only

Duration: 30 Days

Control: No Upsell (10%)

Test Group 1: Check-in Value Prop (45%)

Test Group 2: Travel Value Prop (45%)

Venue Page Multivariate Experiment

The goal of this experiment is to see which of the three cross promo styles prompts are the most effective at encouraging users to download Swarm.

Audience: Mobile Web only, US only

Duration: 30 Days

Control: No Upsell (10%)

Test Group 1: Full Page (30%)

Test Group 2: Pill (30%)

Test Group 3: Half Page (30%)

Winners:

Homepage: Test Group 1 - check in (45%)

Venue Page: Test Group 1 - full page (30%)

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Branch Installs by Experiment.png

Forecasting ROI

Experiment 1

Total Installs from Winner: 144 (45% of viewers)

If we get 144 installs from 45% of mobile web viewers, then assuming equal performance, we could get 320 installs from 100% of viewers.

Experiment 2

Total Installs from Winner: 461 (30% of viewers)

If we get 461 installs from 30% of mobile web viewers, then assuming equal performance, we could get 1,536 installs from 100% of viewers.

Total, if Journeys runs on both home page and venue pages: 1,856 monthly installs.

1856 x 12 months = 22,272

Total, from the experiment as is: 1,073 installs.

1703 x 12 months = 12,876

Total Cost for Journeys: $24,000 (12 months, paid quarterly - 4 installments of $6000)

Projected CPIs

Based on Winners’ Performance: $1.07

Based on Experiment Totals: $1.86

Conclusion: Journeys could result in a CPI of $1-$2, the most cost-effective acquisition method we’ve seen at this scale so far. Also, if performance of the winning version remains consistent through a whole year, this method will account for a 48% lift in annual installs, benchmarking against the average amount of installs we see from paid acquisition monthly, and projecting that over the course of a year.


What’s Next?

Currently in progress: A new venue page experiment testing different value props with the full-page modal and one of our best-performing photos on social media.


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Erika Finnimore