Deep Linking: The Shortcut to Smarter App Experiences

 


In our app-centric universe, the ability to get a user to the right place at the right time has become a critical driver of any brand's success. This is why deep linking is now one of the most effective tools in marketers’ mobile arsenals. A deep link sends users not to the app's homepage, but right to the content they want, whether that’s a product page, a video, or a special offer. It is faster, more frictionless, and much more compelling.

How do marketers know if their deep linking strategy is working? 

This is where mobile measurement partners come into play. Platforms like Apptrove provide businesses with a full view of their customers’ experience. With a mobile measurement partner like Apptrove, marketers can see which campaigns are responsible for all of the installs, which links have converted, and which strategy needs to be optimized. Without this layer of tracking, implementing deep linking into your marketing strategy is like running a race with a blindfold on.

How Deep Linking Works

An Easy Example

Let’s say a friend texts you an article about a new jacket in a shopping app. Normally, you would have to search for the items to purchase, but with deep linking, you will be taken directly to the jacket's page in the app, ready to make your purchase. 

Why It Works

It is often small details that have an impact. Studies have shown that even removing just one step in the customer's journey can increase conversion rates by more than 15 per cent. This is why marketing experts are making deep linking the foundation of their mobile strategy. 

Deferred Deep Linking: Onboarding New Users

When a user clicks a link, they may not necessarily have the app installed. This is where deferred deep linking comes into play. Deferred deep linking will lead a new user to the app store first if the user doesn’t have the app already. After downloading and opening the app, the new user will be brought back to the same content or products they wanted to see.

For marketers, deferred deep linking is a win-win. It reduces the potential for drop-off and leads to a more seamless onboarding process, which is really important considering that up to 25 percent of users who download apps never return to them after their first session.


Dynamic Deep Linking: Personalizing Experiences

Dynamic deep linking is a different innovative concept worth checking out. Unlike standard links, dynamic deep linking adjusts with the user. For instance, two individuals might click the same link, but based on their device, location, or prior actions, they may be directed to completely different pages.

The flexibility that dynamic deep linking allows means marketers can pull the levers for personalization at scale. This means a first-time user might be shown a welcome offer while a returning user sees a list of their saved items or a loyalty rewards page. This type of deep linking experience—one generated by a dynamically linked experience—can allow apps to feel even more personal and relevant than they do today.

App-to-App Linking: Building Ecosystems

Next is app-to-app linking. This takes the notion of a linked experience even further. With app-to-app linking, users can smoothly navigate from one application to another while still remaining in context. For example, a user can order food through a delivery app, pay with a mobile wallet app, and track the delivery in real time—all while using links to move between them.

For marketers, app-to-app linking creates new possibilities for partnerships and mutually beneficial cross-promotions. By linking experiences from app to app, brands can reach new audiences and develop ecosystems that keep users connected.

URL Deep Linking: Keeping It Universal

Lastly, there's the method of URL deep linking. This technique utilizes regular web URLs that also function inside the app. URL deep linking is especially relevant because it is universal, these links can be shared through emails, ad campaigns, social media, etc. and they will direct users to the proper in-app content.

Marketers see URL deep linking as beneficial because it creates less friction. Instead of making users decide between the web and app, it provides a bridge in both worlds, resulting in increased engagement and a more fluid user journey. 

Final Thoughts

Essentially, deep linking comes down to creating a smooth experience for users. And when users are happy, marketers are happy too. By combining the ease of deep linking with Apptrove's capabilities as a mobile measurement partner, brands can develop experiences that not only capture attention, but also keep it.

The takeaway is simple: in a mobile-first world, deep linking is not just a tool, it's the function of smart, engaging app marketing.


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