Case Study: IMDb achieves 443% more app installs with Branch

IMDb Streamlines A/B Testing and Boosts App Downloads by 443% With Branch

IMDb, the popular media and entertainment platform, wanted to improve web-to-app attribution and boost app downloads from its mobile site. Before working with Branch, IMDb relied on a full-page app download prompt and could only run a few experiments per year, limiting its ability to optimize user acquisition and understand which campaigns were driving installs.

Branch helped IMDb implement Branch Journeys smart banners and Quick Links, enabling faster A/B testing, audience targeting, and direct attribution across web and email campaigns. With Branch, IMDb increased experiment volume 9x, cut test setup time from weeks to under 15 minutes, and drove a 443% increase in app installs from its mobile website, along with a 2 percentage point lift in click-through rates.

IMDb

Sean Fitzpatrick

Sr. Product Manager