Mobile App Deep Linking describes the specification and use of a special URL scheme that takes users right to a specific screen or piece of content in a mobile app instead of only bringing them to the homepage. This provides seamless experiences for users, reduces confusion, and improves marketers’ engagement with users/offers.
These links will work even if the mobile app isn’t installed. If it isn’t installed, then deferred deep linking will navigate users through the entire installation process and guide users to the appropriate content. All marketers want to make sure that every single click leads to something important.
Why Marketers Should Care About Mobile App Deep Linking
1. Smoother On-boarding with an Enhanced Experience
When a user clicks on a promotion in an email, social media post, or advertisement, the Mobile App Deep Linking will send them directly to the right location in the app (e.g. product page or special offer). This is important because users usually uninstall apps quickly. 77% of users stop using an app within the first 3 days of download. A common reason for stopping is poor user experience(source).
2. Increased Engagement and Retention
Mobile deep linking helps users stay longer. It has been demonstrated that when users arrive at what they are searching for, they are more likely to use the app again. Apps that utilize deep linking have demonstrated double user engagement over 1, 7, and 30-day periods. User retention has also been demonstrated to increase when using deep linking, especially over the first month.
3. Increased Conversion Rates
When users land at the right page (e.g. product page, checkout page), they are more likely to do something about it. Some have reported an increase in conversions by as much as 66% when using deep linking compared to traditional links that drop you at a home screen or landing page. Compared to traditional links, utilizing deep linking provides the path to action faster and easier.
4. Smarter Retargeting
Mobile App Deep Linking allows marketers to bring back users to the exact moment they left off. So if a user places items in their cart but doesn’t check out, a push message or ad can send them back to that cart screen, thus it’s vastly more likely they’ll go ahead with the purchase
How a Mobile Linking Platform Makes It Easier
A mobile linking platform allows marketers to create and manage deep links without wasting up developers’ time writing new code each time. These platforms work on every device and every operating system, they can even help with a complex use case like deferred deep linking.
One of the best aspects of these mobile linking platforms is the Deep linking analytics. They allow marketers to see how each deep link performed – how many clicks it received, how many installs it resulted in, and how many conversions occurred after that.
Real-Life Use Cases
E-commerce Example
A clothing line sends out an email with a discount promotion. The deep link directs customers straight to the sale page within the app. They don’t even have to search for it, giving them an even higher probability of making a purchase.
News or Media App
A user taps a notification to open a trending story. With Mobile App Deep Linking, the app opens directly to that specific article instead of the homepage. Keeping the user in the flow helps increase engagement.
Gaming App
A player exits out of a game after reaching level 3. Later, they receive a push message. When they open it, the deep link takes them right back to level 3. That continuity helps improve retention.
Best Practices for Using Mobile App Deep Linking
1. Implement Deferred Deep Linking
This allows for someone to be led through the installation process if they do not have the app installed and then led to the right screen when the app opens.
2. Customize Link Destination
Links can carry user-specific data that can create a customized experience—e.g. showing local offers, or recently viewed items in the app.
3. Measure with Deep Linking Analytics
Measurement is important. Use a provider that includes Deep linking analytics, to see which links are applicable and how they contribute to installs, sales or other user actions.
4. Use for All Channels
Deep links can be put in emails. SMS, advertisements, social posts, or QR codes—marketers have the opportunity to provide the same experience no matter where users come from.
Make Deep Linking Easy with Apptrove
If you’re thinking of using the Mobile App Deep Linking but don’t want to deal with the technical headache then you should check out Apptrove. Apptrove is a very powerful mobile linking platform, built specifically to help marketers drive app installs, enable user engagement, and boost conversion actions.
Apptrove encompasses both standard deep links and deferred deep links with added clarity through their clear Deep linking analytics so you can analyze which deep linking campaigns are providing the best ROI. They powerhouse their linking analysis tools into the creation of Mobile Deep Linking for a seamless in-app experience regardless if you’re doing ads, emails, QR codes, etc.
