User experience can make or break mobile growth: Users delete the typical mobile app from their device three days after install with an overall abandonment rate of 77%. So, the onboarding process is an extremely important part of any new user’s journey. Onboarding should focus on simplifying complexity, limiting the number of steps, and getting users to their “aha!” moment as soon as possible.
Deep links play a significant role in crafting an exceptional onboarding experience, but their value extends far beyond that first interaction. They are a fundamental component of high-quality mobile app marketing strategies, enhancing the overall user experience, boosting app discoverability, increasing downloads and retention rates, and even driving revenue. In a competitive mobile landscape, deep links help bridge the gap between user intent and app functionality, making them indispensable for both marketers and users. Without deep links, users often face frustrating navigational challenges, leading to lower engagement and reduced return on investment (ROI) for brands.
Build seamless user journeys with deep links
Deep links are the foundation for creating personalized, targeted user journeys from campaigns to apps. They ensure that each interaction is tailored to the user’s specific needs and preferences, delivering a more relevant and engaging experience. Marketing and product teams can use deep links to direct users to precise destinations within the app, aligning the user journey with their intent and increasing the likelihood of conversion.
What exactly are deep links?
A deep link is a hyperlink that directs users to a specific piece of in-app content rather than a generic homepage. On the web, deep links are ubiquitous; they bring users directly to the content they are looking for, whether it’s a product web page, blog post, or specific article. In the realm of mobile apps, deep links function similarly but are even more crucial due to the closed and siloed nature of app environments. Unlike websites, which are interconnected and accessible through standard URLs, apps operate as standalone entities. This makes it challenging for app users to navigate directly to the desired content without deep links.
Deep links for mobile apps are special URLs that enable users to move seamlessly between apps or directly to specific content within an app. Once marketers implement deep links, they can utilize them across various channels such as email, ads, QR (quick response) codes, smart banners, SEO, SMS, in-app notifications, and social media, making them a versatile tool.
How do deep links work?
Mobile deep links work by utilizing URL schemes or universal link standards to point directly to a specific location within an app. When a user clicks on a deep link, the device’s operating system interprets the link and directs the user to the correct screen in the app, bypassing the need for navigating through multiple screens. For example, a deep link could take a user directly to a product page in an e-commerce app or a specific article in a news app.
There are several types of deep links that marketers can use, each with its own functionalities and use cases:
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- Basic deep links: These are the simplest form of deep links and work only if the app is already installed on the user’s device. Basic deep links direct users to specific content within the app using a Uniform Resource Identifier (URI) scheme, like myapp://path/to/content. If the app is not installed, the link may break, leading to a poor user experience.
- Deferred deep links: Deferred deep links solve the problem of app installation. These links not only direct users to specific pages within the app but also work if the app is not installed. When a user clicks a deferred deep link, they are first directed to the app store to download the app. Once the app is installed and opened for the first time, the user is taken directly to the content or landing page they originally intended to view. This creates a seamless experience that preserves the user’s original intent even if they need to install the app first.
- Universal Links (iOS) and App Links (Android): Apple’s Universal Links for iOS and Google’s Android App Links are more advanced forms of deep linking that operate across different devices and platforms. They automatically detect if the app is installed and route the user accordingly. If the app is installed, the link opens the app to the specific content. If the app is not installed, the link directs the user to the mobile website or app store. Unlike basic deep links, these links are more secure and do not rely on URI schemes, which can be hijacked by other apps.
- Branch links: Branch links are an advanced type of deep link that combines the benefits of basic, deferred, Universal, and App Links, overcoming many of their limitations. Unlike traditional deep links, Branch links are designed with cross-platform functionality, ensuring a seamless experience whether the user is on iOS, Android, or the web. They offer robust fallback options that automatically direct users to the appropriate app store or a mobile web experience if the app is not installed, preventing broken links or dead ends. Branch links also provide detailed analytics and insights into user behavior, helping marketers optimize their campaigns and understand how users interact with the app. The seamless integration with various marketing tools allows marketers to easily create and manage links within their existing workflows. Additionally, Branch links enable a more personalized customer journey by delivering content based on contextual data, such as the user’s location or previous interactions with the app.
Benefits of deep linking
Deep links offer a multitude of benefits to marketers:
Boost lifetime value
A seamless deep linking experience ensures users are brought directly to the content they want, increasing engagement, loyalty, and lifetime value (LTV). Users who find what they’re looking for quickly are more likely to return, reducing churn and enhancing overall revenue.
Expand your acquisition funnel
Deep links facilitate personalized app invitations and promotional offers, encouraging user acquisition. By utilizing multiple channels, marketers can expand their reach and bring more users into their acquisition funnel, driving growth and broadening audience engagement.
Improve user retention and engagement
With deep links, you can enhance user engagement and retention by guiding users to the most relevant app content. This not only boosts user satisfaction but also maximizes ROI by keeping users within the marketing funnel and reducing drop-off rates.
Future-proof your mobile strategy with deep links
As mobile environments continue to evolve, deep linking remains a critical strategy for staying ahead of the competition. Through continuous refinement and optimization of deep link strategies, brands can ensure they are delivering a superior user experience that meets the ever-changing expectations of their audience. Embracing deep links is not just about enhancing current campaigns; it’s about preparing for the future of mobile marketing.
Deep linking best practices
Now that you know what deep links are and why they are so important to use, here are some best practices to make your deep linking user experience a successful one.
1. Configure correctly for a seamless user experience
To make the user experience with deep links as seamless as possible, you’ll want to ensure deep links have the correct in-app configuration to support routing. This includes not displaying interstitial pages or requiring any logins. In addition, you must check that any redirect fallbacks are set up correctly with the desired behavior, no matter if a user has the app installed or is using multiple types of devices.
Establishing proper setup and fallbacks guarantees your users will always be routed to the right content regardless of which platform or link they select. For practical tips, check out our blog on best practices for routing users.
2. Implement deep links across multiple channels to drive acquisition and cross-channel insights
To boost user acquisition and engagement, it’s important to use deep links across various channels. By embedding deep links everywhere — from social media posts and email campaigns to ads and QR codes — you can create smooth, cohesive experiences that guide users effortlessly from one interaction to the next. This helps increase conversion rates since it takes users directly to the content or actions they’re interested in.
Take QR codes, for example. These scannable barcodes use deep links to bring users to specific content within an app or website. You can find them on menus, social media, TV ads, and more. Because QR codes can be used in both physical and digital spaces, they offer a broad reach and multiple opportunities to connect with users.
By leveraging multiple channels with deep links, you can track how users interact with your app marketing content and see exactly where they’re entering your acquisition funnel. This insight helps you understand key audience metrics and create more personalized, effective campaigns that drive growth and build lasting engagement.
3. Brand your links
Branded links differ from standard links in that the main URL is customized to your specific brand or website.
You can use branded links on social media to engage users and help them feel confident about where they will end up after they click. You can also use branded links in your email marketing campaigns to improve click-through rates (CTRs) and show people you’re a credible source.
Branded links improve CTRs, build trust, and increase confidence in your brand.
4. Choose a partner vs. building on your own
Navigating the mobile ecosystem today is more complex than ever. With increased fragmentation and the growing importance of user privacy, ensuring your link routing is smooth and your privacy compliance meets industry standards can be daunting. As you plan your mobile strategy, it’s worth asking yourself a few key questions: Do you have the resources to keep up with the rapid changes in mobile technology? Can your team manage the complexities of privacy regulations effectively? Are you able to dedicate enough time and expertise to optimize deep linking and user experience?
Partnering with a specialized provider can take a lot of that weight off your shoulders. They bring the know-how to handle the fast-paced changes in the mobile world and can help you stay compliant with privacy rules. Plus, working with a partner means you can focus on your core activities while benefiting from their experience and technology. Deciding whether to build in-house or team up with a partner comes down to your specific needs, resources, and goals.
Ultimately…
Deep links are simply the best way to build a quality, connected user experience that will bring in new customers and keep the ones you have engaged and happy.
Learn more about deep links, how they work, how to find the best solution for deep linking, and much more in our Dive Into Deep Linking white paper.
