Awin and Button Partnership More Than Doubles In-App Conversion Rates
3 minute read
Smartphone use is consistently on the rise, and mcommerce sales are rapidly rising with it.
This year alone, US retail mcommerce sales are expected to reach $558.29 billion, comprising 7.4% of total retail sales and 44.6% of total retail ecommerce sales in 2024, highlighting the critical importance of optimizing mobile experiences for retailers and affiliates alike.
We recognized the need for innovative solutions to drive growth for retailers who are increasingly prioritizing their mobile affiliate and creator strategy. By partnering with Button, a leading commerce optimization platform, Awin achieved remarkable success with this in 2023. This case study explores how our strategic collaboration unlocked great success in mobile commerce.
Optimizing Awin’s Mobile Affiliate Strategy
Leveraging our extensive network and Button's cutting-edge technology, the partnership aimed to capitalize on the growing mobile commerce trends. By integrating Button's AI-powered mobile optimization solution, Awin empowered advertisers and publishers to drive installs and app conversions with ease, ultimately enhancing user experiences and boosting profitability across their affiliate and creator partnerships. In 2023 we saw:
- 1.3 million app installs
- 2.7x in app conversion rate (vs. mobile web)
- 110% lift in revenue per tap in app (vs. mobile web)
Additionally, we found interesting trends when comparing mobile and desktop trends:
Mobile transactions surged in 2023. This trend continued into 2024, with over 60% of transactions occurring on smartphones and tablets in the first quarter alone.
Apps are an increasingly important part of an advertiser’s strategy and should be incorporated into what the affiliate channel can track. Through streamlining the implementation process and offering sufficient support, Awin has made considerable progress in app-based performance. When comparing app revenue in 2023FY vs 2022FY, Awin saw a +31% YoY uplift. Also, the overall incrementality performance for app tracking has proved the success and potential of app tracking - throughout 2023, we have seen an average of +28.7% in sales and +13.8% in revenue for advertisers who have implemented app tracking.
Awin and Button's collaboration showed that retailers who incorporate apps into their affiliate and influencer strategy are more likely to see revenue growth. With app CVR almost three times as high as mobile web CVR, and more users being referred from social platforms than ever, retailers were compelled to rethink their linking strategies to accommodate customers' clear preference for shopping in their apps vs. other experiences.
Navigating the Mobile-First Approach
Despite the undeniable benefits of a mobile-first approach, marketers often face challenges in incorporating app tracking and installs into their mobile affiliate strategy. Awin and Button stepped in to remove the burden that marketers face when navigating the complexities of the mobile-first landscape.
By harnessing the power of mobile links and elevating conversion rates, retailers not only unlock new revenue streams but also better customer experiences.
To amplify your mobile affiliate strategy connect with Button, and other partners that will give real lift to your engagement.
