Deep Linking helps apps work like the web by linking pages on the web to other pages. It creates a seamless user experience, helping users make purchases within apps.
Define Deep Linking
Deep Linking can be defined as a feature that directs users from a link directly to a specific location inside an app already downloaded by a user. This helps users to quickly go from one location straight to the content they want. This saves time and energy, improving the overall user experience.
The process of deep linking is done by specifying a custom URL scheme (iOS Universal Links) or an intent URL (on Android devices) that opens your all if already installed. In simple terms, this brings users from just about anywhere to their digital destination and helps drive app growth, engagement, and retention.
Understanding the Importance of Deep Links
The biggest advantage of using deep links is that it helps mobile marketers to create customized experiences. It aids in seamlessly continuing the user journey, app onboarding experiences, conversions, and more.
Deeplinks essentially reduce the churn and increase the chances of installation. You can not only create more innovative campaigns but also provide users with a better experience, moving them onto your app with a single click. Therefore, they create the opportunity for easier incentivization.
The aim of using deep links is also to persuade people to try a new experience. This is done by sending users a potential offer or prize via a retargeting campaign.
For instance, let’s say you have a fitness app and want to introduce a new workout program to your users. To promote this, you’re running an advertising campaign on a fitness blog so that users start the new program immediately. With a deep link URL, you can direct users to the specific workout routine within the app, providing a seamless transition from reading about the program to starting it.
Moreover, in-app deep linking plays a key role in increasing your conversion and retention rate. This is because deep linking campaigns can be tracked and provide you with extra data points on their performance. You can use this data to further improve or modify your campaign for better results.
What is a Deferred Deep Link?
Marketers use deep links to enable conversion while offering users a positive app experience. However, this works when the app is already installed on the user’s smartphone. What happens when it’s not installed?
This is where deferred deep links come into play.
If a user clicks on a deep link and doesn’t have that app installed, they are deferred to the app store instead. This gives users a push to install and open the app and through deferred links, users can still be sent to the in-app location where you initially wanted them.
For example, this can be in an e-commerce app where you want users to a particular product page. When users click on the deeplink, they are redirected to the app store. After downloading the app, the users are sent to the specific product page without any extra steps.
Benefits of Deep Linking
Deep linking allows marketers to elevate conversions by creating a user-centric customer experience that drives new and existing users to their app from any channel. Some of the key benefits of deep linking are:
- Improves customer experience and their satisfaction rate.
- Provides a secure path for users to follow with Universal Links and App Links as designed by Apple and Google respectively.
- Increases the click-to-install (CTI) rates by driving higher conversions.
- Enhances engagement and retention rate.
- Increase the share of paying customers as many users purchase installing an app.
Thus, deep linking is crucial for mobile user acquisition and engagement. It significantly increases user experience and also improves the return on experience rate which positively impacts conversions and revenue. Marketers are also able to address business challenges such as cart abandonment, in-store conversion, and more using this feature.