Background
Seamless provides a quick, easy way to order food for delivery and takeout through its mobile apps for iPhone, iPad, Android and Blackberry, and its website. With more than 10,500 restaurants, 250,000 user generated reviews, 45,000 menus and thousands of exclusive discounts, Seamless offers a diverse variety of options for making hungry customers happy.
Challenge
Seamless was promoting its mobile apps by displaying a generic banner to all new email subscribers who came in through its website. The banner would drive them to a landing page where they could click to app-specific pages, and then to iTunes or Google play to download the apps. Seamless was concerned that requiring so many clicks caused people to drop off and not complete the app download process.
Idea
Personalize email creative based on the device from which end users are viewing their email, and shorten the conversion funnel by taking users directly to the appropriate app stores and download pages with a single click.
Campaign
Seamless used Movable Ink’s Device Targeter to identify which devices recipients were using to view their emails and serve device-specific creative in real-time. Rather than generically stating, “Download our mobile apps,” the banners promoted iPhone, iPad, or Android apps. When recipients clicked the banners, they were taken to the appropriate app stores where they could immediately download the right apps.
Results
By personalizing creative, Seamless saw double the number of clicks on its device-specific app download banners compared to its previous generic one. With less friction and fewer drop offs, twice as many clickers also ended up placing delivery orders through their apps.
