Truecaller

Turning Truecaller’s website into +800K app download clicks a month

The website has one job: get people into the app. Two places were letting them leave without it.

01

The hero is the first thing every visitor sees

+400K download clicks / month

The problemFour things kept people from the download

Before
The old Truecaller hero: a dark blue photo of two women looking at a phone, a left-aligned headline The World’s Best Caller ID and Spam Blocking App, three download buttons in a row and a large phone number search bar under them
  • Muddy background
  • Crowded layout
  • No social proof
  • A search bar competing with the download buttons

The redesignCalm, centred, and worth trusting

Redesigned Truecaller hero: a centred headline over a photo of a woman on her phone, “Trusted by 450M+ people worldwide” above it, then Try Truecaller for Free, Google Play and App Store buttons, and a number search bar

One photo, two gradientsThe bottom one carries the headline, the top one the nav

The same hero with a single, larger Try Truecaller for Free button above the number search bar

Three ways to download, one primary buttonWe tested which button leads, its colour and its position

Redesigned Truecaller hero: a centred headline over a photo of a woman on her phone, “Trusted by 450M+ people worldwide” above it, then Try Truecaller for Free, Google Play and App Store buttons, and a number search bar

Try Truecaller for Free leads in blue. Google Play and App Store follow in white, with their ratings.

Mobile hero on Android: Try Truecaller for Free, then Download on Google Play
Android
Mobile hero on iPhone: a single Download on the App Store button
iPhone
Mobile hero with a single Try Truecaller for Free button
APK

On phones, you only see your own store.

Also exploredProduct in hand, new headlines, laurels. The yellow shirt shipped

Left-aligned hero with a phone showing a scam call, laurel social proof under the buttons
Left-aligned, product in hand
Left-aligned hero headlined Know who’s calling before you pick up
A new headline
Left-aligned hero with a subtitle, one button and laurels for 450 Million users and 56 Billion spam calls blocked
Subtitle and laurels
Mobile hero with the scam call phone, laurels above the buttons
Laurels on mobile

02

Sign‑in was where people already wanted something from the app

+400K download clicks / month

The insightPeople came to look up a number. Seeing the name needs sign‑in.And people defaulted to Google sign‑in

The ideaMake Truecaller the way to sign in. Then anyone without the app needs it, so Download comes first

The name comes back blurred. The app is what unblurs it.

A/B testedFive ways to ask. The first one shipped

Shipped
Number search result: a blurred name and photo, Get the caller’s name in the Truecaller app, a Download Truecaller button, then sign in with Truecaller, Google or Microsoft

Download Truecaller leads. Truecaller, Google and Microsoft sign-in sit in one row under it.

The same card with only Sign in with Truecaller, and More sign in options folded away
Truecaller sign-in, others folded
The same card with Download Truecaller and Sign in with Truecaller only
Truecaller only
No sign-in: an illustration of a phone showing a caller’s name, three benefits and a Download Truecaller button
No sign-in
No sign-in: a preview of searching a number in the Truecaller app, three benefits and a Download Truecaller button
No sign-in, app preview

The same widget went into the sign-in modal and the number search screen. Number search drove most of it.

Outcome

+800K

app download clicks a month

  • +400K01 · The hero
  • +400K02 · Sign-in and number search