A device-aware install funnel, instrumented end to end.

For a consumer app, the marketing site has one commercial job: turn attention into installs. That makes the primary CTA the highest-leverage element on the page, and I treat it like one. A visitor can arrive on any page, on any device, and the distance between that moment and an install in the right store is the conversion I own.

So I set the bar deliberately: one obvious action on every surface, zero wrong-store friction, and a number I can defend. Anything short of that leaves installs on the table and stays quiet about it, which is the part I refuse to ship.

I designed the CTA around intent. On click it resolves the visitor's device and sends them straight to where they convert: iPhone and iPad to the App Store, Android to Google Play, desktop to the store badges. The visitor never has to think about which store they need, and that invisible friction is exactly what quietly costs installs.

I governed it from a single shared header, so the CTA, navigation, and mobile menu stay consistent across all 10 pages and change in one place. Consistency at the top of the funnel is a growth decision, not a cosmetic one.

Then I made it provable. Every Download click is a tagged GA4 event carrying its source and page, so the CTA has its own attributable number instead of vanishing into site traffic. On top of that I stood up a weekly click-through-rate report that delivers itself, turning "is this working" into a standing metric. The lever shipped with its measurement attached, not bolted on later.