Great App Migration Deep Dive Scoping at Faire
Deep Dive Scoping Doc: Great App Migration at Faire
The purpose of the great app migration was to understand the incrementality of the app by encouraging mobile web users to download the app through multiple different entry points. The core hypotheses this experiment was trying to validate was whether encouraging users to download the mobile app would lead to an increase in brand orders. While we saw a slight increase in brand orders, this increase was not as large as expected. This analysis aims to investigate a few hypotheses as to why this may be the case.
- The experiment did cause enough users to download the mobile app
- The experiment degraded the mobile web experience, causing drop off
- The mobile app is not impressive enough to cause a change in behavior once users download it
- It takes time for the benefit of the mobile app to outweigh the upfront cost of downloading it and the experiment will have a bigger lift than currently measured