Until now, interstitial apps have been used to promote a website’s native app while browsing, but many users were just annoyed by the fact that it slowed down browsing time and occupied a part of the screen, or even block the screen completely.
The company commissioned a study to test the effectiveness of interstitial app ads, with Google + as a lab rat. The results were probably as expected: 69 per cent of users chose to abandon the web pages showing the app, while only 9 per cent clicked on the Get App button. Of course, some of those 9 per cent probably clicked accidentally, and there is no way to know if they actually downloaded and installed the apps.
They also did a study on how the site fared with the interstitial removed and a less intrusive advertising technique. This showed a significant growth in single users, by 17 per cent, but had no effect on Google + iOS app installs (most Android phones already have the service installed by default).
So while this might be just a case of disliking Google + and not wanting its specific app – the study was kind of inconclusive as market researches go as it had a very small scale – the clear increase in page visits show that mobile users unsurprisingly value a faster experience while browsing.
As a result of these studies, Google announced the removal of interstitials from its services, while also recommending other mobile app developers to do the same. But Jeremy Stoppelman the CEO of Yelp – a company which has a popular local business review app – took to Twitter later on Friday to show images of Google interstitials still up and running.
This may be just a case of misinterpreting Google’s blog post – maybe they were only referring to the Google + interstitial, though it certainly didn’t sound like it – or a case of not taking them down all of the interstitials immediately – it would be quite ludicrous for the company to state one thing publicly and do the exact opposite.
But in any case, it’s another blow in the longstanding Google-Yelp dogfight with the latter accusing the Silicon Valley giant of monopolistic behavior, and being one of the top complainants in its EU antitrust case.
Image Source: Google Blogs