Split tests of landing pages aren’t yielding the results you want? The user does not deposit because he is stuck at the bottom of the funnel? Then your team should focus on Android and iOS applications. They significantly shorten the funnel, provide quality traffic over time, and are reliable during “storms”.
However, few buyers understand how to work with them, because their development and testing is much (often x10) more expensive than split tests of landing pages. Are apps worth your time, effort, and money? Here are 3 signals from One Apps that indicate it is time to think about switching to iGaming applications.
Signal 1: old approaches no longer work
When FB is acting normally, landing pages work for ~2 weeks. But when the platform is unstable – they live only a few days. Meta Andromeda showed that, with time, the context and dynamics in advertising are growing more important, which iGaming landing pages lack.
Schemes that remain in the past:
- Using the “disconnect” of the funnel: previously, a gray landing page could be compensated for with a “bleached” creo, but now it will not work, since Meta analyzes the funnel as a single system and rejects it
- Classic server trackers leave “signatures” in the code that platform bots instantly recognize; the folder structure of any self-hosted tracker = instant ban
- Cloudflare: proxying hides the IP server, but does not help with DOM tree analysis
The pixel gets clogged faster, the price increases, the CR per landing page (on metrics – a little lower) decreases and drags the entire funnel with it. Cloaking apps is a task that any tech specialist can handle. But the best buying/selling services help not only with integrations, but also with cloaca.
One Apps covers each of these needs, integrating apps with any tracker, providing cloaca, custom attribution, and even a free one-time redo when changing the offer.
Signal 2: clear user disinterest
Metrics directly reflect user behaviour and experience. Here are some of them that suggest that it’s time to change a landing page to an app:
- High bounce rate: when 4 out of 5 people “drop out” at the first contact with the landing page, and heat maps do not highlight the problem adequately, leaving you to guess what has to be changed. This is especially problematic with a strong pre-landing
A high bounce rate is also caused by longer page loading time: it gets to the point that +1 second of landing page loading = –20% conversion. In contrast, apps effectively collect user data for further optimization, with 2–4 times higher retention. An app = an offer in a beautiful wrapper, with onboarding and retention mechanisms included.
- CPA increases, especially when scaling: when CTR and CPM are normal, but CPA is constantly increasing (>25%) – this is a sign that everything is okay with the top of the funnel, and the bottom – the landing page – is failing. It becomes especially noticeable when the budget increases, and the CPA increases by 1.5–2 times at the same time. Landing does not hold the attention of a cold audience, important segments, and causes money loss
By the way, landing pages bring more fraud traffic: the fraud rate of apps is 20–50% lower, and LTV is 30–80% higher. Such high-quality traffic is a direct reason for an advertiser or an AP to increase their caps.
However, many teams still do not dare to work with apps related to APs, being cautious about their own data and restrictions in the traffic runs. With One Apps, the team’s data – outside the tracker – remains yours, and partners build any funnels, working with anyone, without outside interference.
Signal 3: feeling like time is wasted
Time = money. If landing pages take more time than the rest of the setup, it’s time to look for more effective solutions. Here are the signs that indicate that it’s time to stop:
- No results after 2–3 waves of tests: you should turn to apps if there are no results from A/B testing of 10+ landing pages, the difference in effectiveness of which is minimal (none gives an increase of more than 7%), and the process takes more than 2+ weeks
- Futile fight against “storms”: while domains are brought down (+time is spent on warming them up), there are problems with redirects, cloaca, etc., apps work as an independent system, more resistant to the behaviour of platforms
A high-quality application lives about a month, which is longer than a setup when Facebook is unstable. And considering that everything changes fast now, a good app is already half the success.
So, apps are a relevant solution for traffic runs, which significantly saves time and effort, especially when renting/buying. To drive traffic, you don’t need a technical department: creating an app to your liking by One Apps will cost 3–4 times less than developing it on your own. The team’s technical specialist receives clear instructions on how to work with the app, and the buyer receives the basis of a working setup thanks to a trendy slot. This is how One Apps work, guaranteeing quality to partners. To familiarize yourself with the offer and pick up your own app, text https://t.me/oneapps_sales on Telegram.
