Case Study: The Knot achieves 2x pageview-to-app installs and rapid app growth with Branch

Turning Web Visitors into Loyal Mobile App Users with Journeys Web-to-App Experiences

The Knot, the leading wedding planning brand, faced a timing problem: its native app drives deeper engagement, but prompting users to install too early caused drop-off while waiting too long hurt mobile web-to-app conversion. The product team needed a way to introduce the app at the right moment across diverse site pages and user intents.

By deploying Branch Journeys—personalized, A/B-tested web-to-app banners with audience targeting—and using Branch’s people-based attribution for cross-platform insights, The Knot doubled pageview-to-install conversion in two months and drove sustained app growth (≈35% iOS, 45% Android) without extra paid media. The approach also informed acquisition strategy and product roadmaps, letting the team iterate quickly and prioritize the most valuable mobile experiences.

The Knot

Conner Boyd

Senior Product Manager