If you’re designing a mobile page and you have an app for the site, the temptation to throw that detail into the reader’s face is rather compelling. The app is better and the readers will appreciate it, right?
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Google researched the issue, looking at both the conversion rate for sites that used an interstitial page for mobile clients, as well as the rates at which conversion interstitials led to readers completely abandoning a page.
The good news is that 9 per cent of the surveyed users did follow through to an app install page from an interstitial link page, which in the context of online ads is a pretty decent click rate, although there’s no indication that the users who clicked through either didn’t already have the app or bothered to install it.
The bad news, however, is that 69 per cent of readers simply abandoned the page at the interstitial level, which means that the content behind it never got any kind of chance to shine.
It may be nice to have a great mobile app experience for your customers, but do you really want to burn nearly three quarters of your audience letting them know about it?