What is a Deep Link?
A deep link is basically a specific web address that directs you to a specific spot within a website or app.
These are links related to a website. We will be delving into the concept of deep linking and its relation to mobile applications.
Deep links and mobile deep links are often referred to in the same way – we’ll do the same after making clear the difference.
What is a Mobile Deep Link?
Mobile apps are like enclosed gardens with restricted capacity to interact with websites or other apps. Rather than on the web, people are not able to meander through linked pages in an unrestricted manner.
In order to accomplish the same capabilities, app builders have to include mobile deep links. Rather than just bringing up the home page of the application, these links have details that guide a user to the application or to the appropriate content inside.
Imagine this as a connection to a certain part inside a mobile app, even though it isn’t actually a “page” in the strictest sense.
When you get an email verifying an order you’ve made on an online platform with a link to monitor your order, you’re clicking on a mobile link that will start the app at the order tracking page.
What Are Deferred Deep Links?
Mobile links can only operate if the user has the app downloaded to their smartphone or other mobile device.
However, in the event that individuals don’t possess your application, there is a work around option accessible to them: deferred deep links.
The connection will not be accessible until those individuals download and launch the application.
You’ve seen this play out before on your device. By selecting a link on the mobile applications you use frequently, you can access pieces of content, such as a Washington Post article about the best fast food eateries. There’s a promotion offering 2 smoked brisket burritos from Chipotle for the price of one, so naturally you check out the offer. You are invited to get the Chipotle app so that you can redeem the offer, in case you do not already have it installed.
Once you continue, you will be redirected to the app’s listing on the App Store or Play Store. Once you have completed the download, hit “open” and the delayed deep link will swiftly take you to the ad section in the downloaded app.
Utilizing postponed profound connections is absolutely significant when you’re running advertisements focused at new clients. The first step should be to create an environment where people can easily download your app. It is essential for success. Without a deep link, a potential customer must follow these steps:
- Open a separate tab for the app or play store.
- Search for your app.
- Download it.
- Open your app.
The users should figure out how to reach the ad content themselves or go back to the advertisement on the mobile site where they initially started and press on it once again.
Creating a complicated system with multiple steps can result in a large number of customers that fail to utilize the offer.
What Are Contextual Deep Links?
Developers can create a more individualized encounter while users initially install and use the app, via contextually relevant deep links.
They behave similarly to mobile deep links and postponed deep links, guiding users to a precise asset inside an app or the store for downloading. Contextual links keep particulars about the customer, similar to their name, who sent them, what channel they came from and what offer code they would like to take advantage of when they place an order.
This data can be used to route users to a welcome page or prompt a special promotion code for a particular group of users. This data is also useful for advertisers needing to gauge the effects of inbound marketing projects.
Deep Linking Mechanisms
Even though web addresses have a uniform structure that works the same regardless of which browser or computer operating system you are using, there is no globally accepted set of guidelines for mobile devices. App creators need to establish separate deep links for iOS and Android phones. Here are the mechanisms they use.
- Apple Universal links (iOS): Apple stopped supporting URI schemes for deep linking and created its own standard instead. Universal Links provide a single link that will open your app immediately — if it’s installed on the device — without opening the browser or loading the URL. If the app is not present, the link can launch the browser and direct the user to the corresponding content on your mobile site. You can also configure Universal Links to support deferred deep linking.
- Android App Links (Android): Google developed App Links in response to Apple’s Universal Links, though it still supports URI schemes. App Links are very similar from a functionality standpoint — they will launch your app if it’s installed or direct a user to your mobile website. And they can also be configured to support deferred deep linking.
6 Benefits of Deep Linking
If people have to manually search through your application to find what they desire, chances are that there could be a decrease in possible conversions.
Deep linking also has other applications beyond providing a seamless user experience. Rather than focusing on a certain thing, it is more important to act in ways that help to reach the desired business objectives and provide the marketing team with information about how to acquire customers.
Could we be more detailed about the advantages of deep linking?
1. Drives engagement
Deep links enable user retention by sending them straight to the exact material that motivated their curiosity in the beginning. Without having access to those resources, individuals would have to spend a lot of time seeking out the information they need on their own, and many people may become disinterested in the task.
2. Improves campaign performance
By noting the specifics of the content and platforms that are the most effective, deep links provide marketers with the understanding they must have to assess the success of a campaign and fine-tune future campaigns.
3. Optimizes conversions
People who use their devices for shopping tend to make twice as many purchases when using an app versus when using the mobile web. The main benefit of deep links is the fact that they are able to take users straight to the place they can purchase something.
4. Pinpoints attribution
Deep links permit you to find out the origin and cost of acquisition of your conversions, so that you can make educated choices about your upcoming advertising endeavors.
5. Supports retargeting efforts
In order to get the most value out of retargeting campaigns, integrating deep linking is essential. When a person who hasn’t been active visits a deep link, they can be brought back to the page they looked at or the shopping cart they left, which will heighten the possibility of them resuming activity.
6. Boosts retention rates
Users expect apps to be reliable, fast, and secure. They also expect a personalized experience. Deep links that take into account the context in which they are used create a personalised user experience which increases the likelihood that users will revisit your site or app.
Types of mobile deep linking
First, let’s look into the various varieties of mobile deep linking so you can appreciate the possibilities.
Standard deep linking
This is the procedure of sending already existing users to a particular area of the application. The issue with traditional deep linking is that when someone who doesn’t already have the app clicks on the link, they will be sent to the web browser version of the page instead of being able to open the app. This is what takes place if I hunt for the Rebrandly Instagram page via my phone without the Instagram software installed.
If I press the link, it directs me immediately to the smartphone web adaptation of the page.
In certain situations, the link could even direct non-app users to a default page or show a mistake message. It’s very perplexing and irritating for them. When people utilizing the application click on the link, they can look at the related page directly by using the app. Certain websites also request that users select whether they would prefer to activate the link using the app or the web browser.
Deferred deep linking
This sort of cross-referencing aids users in getting to the proper page right away after they download the application. Essentially, it enables you to postpone or suspend the procedure until the application has been completely installed.
Instead of making it difficult for new app users to locate the destination page again, the application redirects them straight to the destination page once the installation is completed.
For example, when someone decides to download the app while viewing a certain item, they should be returned to the item page after the installation is complete instead of having to locate it a second time. This drastically improves the customer encounter and also raises the probability of converting them.
Contextual deep linking
This kind of mobile link-up enables you to provide a highly customised experience that fits in with the wants, tastes and actions of the individual. Deferred deep links are great, but they one-up that by not only providing data to the app upon installation, but they also collect user info. How customers find your website, to which promotional offer they utilize, are perfect for new user acquisition.
It is important to remember that context-based deep links cannot stand alone; they are simply standard or delayed deep links with extra data.
How to use mobile deep links: 3 use cases
Having grasped the primary forms of phone deep links, let’s explore how they may be beneficial to your company. Check out these five use cases of mobile deep linking and how they can benefit you:
1: Email marketing
You may have the potential to monitor clicks and calculate the success of your email marketing efforts provided by your email service provider. However, they do not always possess the capability to wisely direct people to the application or the app store.
If someone clicks on the email link while using the app, they could be taken to the main page of the app that has nothing to do with the email topic. An individual who chooses to click on the email link to download the app could be directed to the app’s home page upon completion of the installation. This isn’t advantageous to app users in any way since they must endeavor to locate the pertinent page again.
By utilizing deep links, you can give email recipients a better experience by taking them straight to the applicable page on your phone application. Netflix sends emails concerning what will be available soon on their platform. You can choose to watch the trailer or set a reminder.
Selecting any of these buttons will launch the application and begin playing the trailer. If you select the “Remind Me” option, it will automatically activate the reminder setting on the program’s page.
Instead, the same tactic may be applied to emails related to performance tracking, flight reservations, as well as commonplace internet shopping.
2: Customer retargeting
Including links that take users deeper into a website or mobile app makes sense when existing customers and/or mobile app users are the target for search engine, display, and social media advertisements. Retargeting ads enable you to regain contacts that have demonstrated a curiosity about your items or content. Adding links that go directly to relevant content will make it easier for customers to reconnect with your company.
For instance, you could feature ads prompting them to recall the items they have yet to purchase. If they make the choice to select the advertisement, they will be instantly taken to their shopping cart. By doing this, the experience for customers is shortened and their potential for becoming a conversion is increased.
People who do not use apps can also utilize deferred deep links with their re-targeting advertisements. By clicking on the advert, users will be brought to an application installation page, and upon successful installation of said application, they will be directed to the appropriate landing page.
3: Web-to-app banners
Making use of deep linking is commonplace when advertising your mobile application on your mobile website. Show an advertisement on your mobile website, prompting viewers to download the application. Once users put the app in place, they will be directed back to the same page they were before; therefore, the turning point and utilization of the product will not be affected.
Quora does a great job of this. For mobile visitors, the banner prompts them to “open in app”.
Once a person clicks on the link, they are directed to either the Apple App Store or Google Play Store to download the Quora application. Once the application has completed installation and the user opens it, they will immediately be taken back to the page on the mobile browser’s interface that they were previously viewing.
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