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Google Play Instant: how app developers are finding success

Raj Ajrawat
Global Product Specialist Lead at Google
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2018 Google I/O
May 9, 2018, Mountain View, USA
2018 Google I/O
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Google Play Instant: how app developers are finding success
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About speakers

Raj Ajrawat
Global Product Specialist Lead at Google
Ignacio Blanco
Engineering Lead at Google
Shobana Ravi
Software Engineer at Google
Prafulla Rawal
Product Manager at Google

Raj is the Product Specialist for the Android Platform on Google Play, covering products such as Android Instant Apps, Android Oreo (Go edition), Android platform APIs and Android OS releases. He earned a bachelor's degree in Economic Policy from New York University, where he graduated magna cum laude and was a recipient of the NYU Founder's Day Award for academic achievement.

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Ignacio is an Engineering Lead for Google Play Instant. Previously, Ignacio was a Software Engineer for Android internal build and test infrastructure. Ignacio holds a master's degree in computer science from the Engineering School at Universidad de Buenos Aires, Argentina.

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Prafulla is a product manager on Google Play Instant team. In this role, he focuses on the end-to-end developer experience for instant apps. Previously, Prafulla was a product manager for Google Play, where he combined machine learning and human intelligence to fight abuse and deliver premium experiences to Google Play store users. Prafulla has an MBA in strategy and finance from Indian School of Business. He earned a bachelor's degree from the Indian Institute of Technology Bombay, India.

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About the talk

Learn how to onboard and engage your instant app audience with best practices that are driving install conversions and business success. The session will also introduce new features including improved reporting in the Google Play Console.

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Hi everyone. I'm profile and I'm a product manager on Google Play and sending it is so good to see you all here. And thank you for making it to the last question of the day. Lost their headed I'll be announced Android instant apps and he made them available to all app delivers today. I'm very happy to announce that we are extending the same platform to all game developers as well. We call it Google Play instant all app and knock game developers as well can build

instant negative experiences for their uses. In this session today, we are going to talk about two things one across different about pickles are finding success with Google Play instant. And to easy it is to get started. If you want to build an instant out tomorrow that is focused on which I highly encourage you to attend. So let's talk about Are you the belle of native apps watching video? Favorite TV shows are having a smooth checkout experience while shopping for

buying flight tickets. It is not a surprise then. That uses spent 87% of their mobile time and apps compared to only 13% + apps. One would imagine then they refuse us spending so much time and I have been they must be finding and installing a lot of cool new apps. weather quite the opposite The family board shows that more than half of the user install, no apps. in any given month why? I'm Discovery is hard as I'm delivers you all can relate to the fact that getting uses to find her app is filled with you challenge. An author that for users

installation is another challenge. Do understand these challenges better be ran several user studies. And be following bed, the process of installation is filled with friction questions and concerns with you some of the actual quotes from other users. They take up space on my phone and my phone run slower said 104 uses. If I'm just ordering pizza, I don't want to have to download an app set another. Many of them say bad insulation. It feels like more steps between me and information that I want

and a Google Play and send we totally relate to this concern. And have it working hard to remove these steps between users and apps. Before we deep dive into details and look at her. Let's go see instead of an action. Yes, that's the magic of Google Play instant and you can experience it from almost any Android device that is running lollipop or above. In fact store om Partners such a Samsung Stoney LG and others we have now in more than one. Alien Devices to run instant apps and with all these devices enabled we have expanded the discovery of your app

to Wells me on Play Store and more detail. search one of the most powerful Discovery surface in this example of majority of their URL to launch an instant app. So they've been user Taps on any of the search URL they land right into the fluid immersive experience. another great discovery surface When using the season as of this interesting game such as Clash Royale they don't need to worry about installing that game first with one tap. They can start playing the immersive feature-rich came right from wherever they are. What discovery of your app

does not need to be limited to traditional surfaces like search or web And this gave the third example one of our Media Partners Wiki Frozen the cloud today. Noticed that lord of the users were finding the content that they offer in Play Movies app. But once user find the content, they hit the same install friction. It was no brainer for them to start replacing the install Wiki button with water and Mickey button. So they didn't want app users can start

watching the content that David after. 350 instant David improves the discovery of your app and make your native available to more and more users but sitting in the crowd you might be thinking it's fine. But how is this going to help me drive installation that I really want. Well, that is where incentive really shine. Let me show you how. Look for your friend recommends you a cool shopping app color you find out in the Play Store and it doesn't really look interesting. But wait a minute. This is also the moment where

the commitment anxiety kicks in. We won't be there. We also says questions like do I really need to install this right now? Is it going to give me all the stuff that I'm after the window shopping at doing real life trying to do that window shopping by installing and uninstalling? They don't need to do that anymore. Once you publish your daughter than instant app be immediately and automatically enable the China button in the Play Store for e-commerce apps. This is indeed like window shopping for GameStop. This is a great way to

play a game before you decide to install. And our use it. They love the snow, Trent option. That's an Autumn some of our partners are saying installation of lift up to 19% What exact uplift depends on many factors one thing is very clear. Try now remove commitment anxiety and engages user who were hesitant to install your app in the first place. If you want to stop. Send app installation uplift easy. How you define your success then journey is straightforward. We will show later

in the session that with few lines of configuration changes. You can enable the China experience for Europe as well. But once you have an instant app It does not need to be limited to the China button and the Play Store the same instant that can be launched from a banner on a on your website and a quick question. If you have come across a banner that I asked you to install an app on a website. Well, that's quite a lot of you and there are indeed very common. But the install button on these banners it triggers

the same commitment anxiety. Can our users experience the app before the Titan store? No points for guessing that because of course they can the instant app can change the vet. Do I banners to vent to instant on Connors the install button cannot be replaced by open button and then one tab user can land into this immersive experience delivered by the instant apps that you built. And if you see on the last image on the right, they still have the option to install. But there are no added benefits

one users have already experienced Europe. So they're more informed and to you as a developer control the look field positioning timing of this installation and you can really integrate this world with your user Journey. Some Partners have reported that the installed that they get from Instant app are more valuable to their business and install that they get organically. Instant app expands the discovery of your app to new surfaces like search as and more. We also saw that have Tylenol and

bed banners can get you started super quickly and give you installation uplift that you want. Bed Beyond Discovery an installation. We're always working with all of you to unlock critical user Journeys for your app. One touch feature. We are launching is notifications in beta notification of your functionality when your when your food gets delivered or when your package ships. I'm very happy to announce that this notification beta and program we can start unlocking those call use Journeys

and you can sign up for the beta program using the URL displayed on the screen G. Co / instant apps Flash notification. We would love to learn and Implement some good use cases for notifications. So in summary We strongly believe that once your Android app is instant the potential and possibilities are Unlimited. Let me leave you with a video of one such possibility where one partner tap card is building an augmented-reality shopping experience right from the search results after the video. My calligraphy come on the stage and share with you many success stories that we are seeing without

instant Partners. Thank you. Bandit awesome Thank you for thank you everyone for being here today. My name is Raja drop it and I'm a product specialist for the Android platform hear a Google play today. I'm going to walk you through a lot of the business impact that we're seeing with developers that are launching in synapse and hopefully inspire you guys to also build an instant app as well. It's been incredibly exciting to see all the different types of

instant apps that have been launching since we announced in synapse last year across all the different categories in the store though. We've actually seen some really interesting an immersive experiences coming from a few particular categories, including travel and local e-commerce games and media including things like video audio in the news. Now the Common Thread among us a lot of these different verticals is that all of these partners are delivering extremely rich immersive and Native experiences to their users. For example if I'm searching for a weekend getaway,

and I want to be able to take a look at the house that I want a book or watch a video or take a virtual tour. It's really great to do that in a native experience quickly and then be able to book. Or perhaps I'm actually trying to buy something and I want to take a look and see if it actually fits on me as well. Like you saw that TAP card video. Or if a friend shares with me a link so that he can play with me and see which players actually the best player for a particular game. I don't want to have to wait to go to the store and install I can start playing in that particular

moment. And of course if a friend shares a link to a video and we want to be able to laugh about a particular thing. I can do that quickly without having to wait for a page to load or an app to install across all these experiences. We want to empower users to have a frictionless check out a frictionless login and a frictionless experience. Now I'm really happy to see the business uplift that we're starting to see from all of our partners and we can generally categorize that uplift across three different areas including it installs conversion and engagement.

What's a little bit more into the installs number? So what's been really striking for us since we launch Google Play instant is the fact that many partners are actually seeing a huge boost to their organic and stalls by launching an instant at one of our partners NOS van a tell a Dutch News company actually saw a 30% boost in installs by launching their instant up another partner of ours realtor.com real estate company based here in the US actually saw a 13% boost and installs from in synapse.

Let that sink in for a second. Instant apps is now a major source of installs for your business. Simply put if you're not deploying an instant app right now, you're actually losing out on installs and it's affecting your overall user acquisition strategy. We really can't stress this point enough and we want to make sure you understand that. There's going to be ways where you can drive more users to come to your app as a result of Google Play instant. Now thinking about conversions. We actually saw from one of our partners we go

that they saw a 27% increase in conversions from their instant that we go is a flight search engine based out of Asia. And as you saw from earlier, holler, one of our e-commerce Partners actually saw a 20% increase in conversions overall. Now that they are both seeing success. We're actually advising both partners and ways in which they can drive more traffic to their instant app, so they can continue to capture that increase in there conversions. When we spoke to one of our Media Partners Vicki a popular Asian TV drama app, they actually saw

monetizable watch time increase almost 5x from 9 minutes to almost 47 minutes increase in the amount of time that they're getting from users. Were they able to capture them and make them extremely loyal users overall and what they're also reporting to us is that the users that are downloading and installing from there and snap are actually much more impactful and much more loyal users. They subscribe more they watch more and they register more often. I want to take a moment here

and deep dive into one of our partners success stories. As you know video was one of our first Ensenada Partners to launch their a video platform for creators to post videos. When they first launched they actually saw engagement go through the roof. They saw over 130% increase and engagement compared to other channels. That means they were capturing some serious power users through their instant app. When we also work for them to get there and snap out the door, they found that they only had about 50% of their URL is enabled for search which method

there was a opportunity to actually drive more users from those URLs that are indexed already to their instant app. And today they're actually had about 80% of their URL coverage in 2018. What is the result of all those efforts there now actually seeing almost 15% of their installs coming from their instant app. And again, our goal is to try and see how we can continue to drive even more traffic so that they can continue to capture all of these users. No matter how you cut the data across all these verticals and across all these experiences

You're simply just seeing more installs more conversions and more engagement. I'd like to now hand over the stage to my colleague Ignacio who's going to walk you through all the ways in which you can actually Implement these features to get your internet launched. Pinterest hello everyone. My name is Ignacio Longo animal engineering lead on the Google Play instant game developers are finding success with what I'm going to show you now is how simple it is to provide some of these

features as well as how easy it is to enable this success for your Instagram. I was going to see stages of development first how you reduce your app size. So your app can be instant second enable traffic how you can make your ability to learn by your users and third measuring success how your happy users can drive up the metrics you care about let's talk about bees in your outside. No for an app to be instant in is to be small, but we heard from you develop verse that is using App size

is really really hard. However, there are today 100 megabytes install a lobster have an Instagram. I'm going to walk you through three techniques you can use to reduce your amp size configuration APK. They Google Play library on the 10 program. Because because it just need to make a few coffee changes on radio and you can save significant amount of styes on your APK the reconsideration it decays work is by partitioning your native called and resources across locales, ati's and entities.

Additionally, we're open Cup today. They Google Play core library with a Google Play library. You can download pictures on run. What is allows you to do is to be small and two-point experience and then I'll load up to 10 extra megabytes on the background. Now these two techniques should be sufficient for the majority of developers. However, we're also bring up today at 10 a.m. I program in betta wraps that have a 10 entry points. So if you're interested, please go to G. Co instant

apps than MB. What did we give you is fry now immediately as well as be blinking from your website. Know if you were following the keynote yesterday on the presentations. You may be wondering if this is related to the Android app bundle set alarm for my Liberty Station and how to download pictures on demand. So no matter where you're coming from whether it's Peace by adopted the Android bundle or busy or persons an app without you cover to some accommodation

will available shortly to guide you through the pass. So I just show you how you can reuse you're outside and I'll just talk about how you can't enable traffic to go directly to your Instagram. Unless you do simple things on how you can get traffic to be sent directly to your Instagram. First is how you can able to try now second when I show you how you can get this web to a banner the purple talk about So what we launched right now, a lot of Tober developers have any nail in this by simply adding to your other money

fast. Admittedly got tagged with a Ural that points back to the Instagram. You have your men launcher and a meta tag this provides you find out if you haven't seen so far simpler support partners that don't have what presents like games who are the ones before and we started to remove the need for your else as weather for Appling great occasion. So this is your money for now without right now, what you have to do is simple. Nothing. So starting today. We remove the

need to have you or your money first at all. You can polish without anywhere else if you do this immediately gets right now as well as the web banners. So are you going to talk for a fool show you about these went to a banners and ask if you have seen them and you said yes, but he didn't show you what's how we say this to them? Does a bad launch supposed to be playing on the Play Store? And if you have any of those banners will not take a user to the new Journey. We're from the open

bottom. They just loan directly on. So far, we cover revisit your outside on 11 to simple traffic sources, which are really powerful. The next step is how you can measure the performance and the success of your Instagram. I want to walk you through two tools that we have extended support in synapse. They will play console and it will search console. What are the questions that developers usually ask ask is how many installs is my Instagram driving? Well we have built is on the Google Play console.

Can you cancel this today? Go to study Physics going to feel your import selected you care about so just launched and conversion vans. And finally if you care about which refer is sending traffic to your Instagram select preferred platform the results really good my app or number one is getting 150,000 sessions. Just between April and May. Phone number to use it at the ad campaign that we set up on April 10th is also doing pretty well. More lunches hydraulic more installs just from his house.

Know if you want to see which specific traffic Source from the ones that profumo talk about such a search browsers at right now is helping us hear. What you see is prime now is effectively giving me 80% of my installs transfer my husband. Know what is a show you to help you understand the performance of your instant app from the Google Play console side. If you wanted to meet with Google search we have also or with the search team to give you this kind of stats. What you see here is the other older performance of your search

integration with your instant app. You can see Impressions another CCR. You may also be wondering which specific queries or which specific to you or else I driving traffic to your Instagram. We will let you down in the bottom. You can switch between Aquarius and pages and I will give you the fine detail of Impressions Flakes and City are for both queries and you digital help you further understand your search integration. So to summarize what today is how you can use your app size are using configuration APK download only one features in

the globe Baker Library. And finally we talked about the timing of my program. We talked about in traffic for you to try now and finally I should say Sofia rap from both the Google Play console. That's what are they would search console. I want to thank you all of you for being here. Please visit us at this damn box, Tennessee tomorrow. Enjoy the rest of your day and have fun at the concert.

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