DailyPay’s native mobile app consistently outperforms mobile web across engagement, retention, and monetization. To increase the share of users accessing DailyPay through the app, I launched an ABCD experiment to evaluate which in-web promotional surface most effectively drives users to download and activate the native app.

I tested three variants—Smart App Banner (A), Prominent Promo Card (B), and Static Bottom Banner (C)—against a holdout group (D) to quantify true lift. Each variant explored a different balance of visibility, intrusiveness, and UI real estate. Using Amplitude, I measured banner views, click-through rates, and downstream conversion into the native app.

Variant C (Static Bottom Banner) emerged as the top performer, delivering the highest CTR (~9.95%) and the strongest conversion into the native app (4.57%), validating our hypothesis that lightweight, persistent, non-interruptive UI surfaces drive the best outcomes.