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How does deep linking work?
Users click on deep links to find their favorite apps rather than visiting a website or store.
You can use them to direct users to specific pages within an application, eliminating the need for users to spend time navigating to specific pages – resulting in an improved user experience.
This is achieved through the creation of a custom URL scheme or an intent URL which, once installed, will open the app. You can also use deep links to bring visitors to specific events or pages, depending on the campaign you are promoting.
Deep links: why are they important?
Users benefit from deep links since they reduce churn and increase the chances of installation. Users can move seamlessly onto your app from a website through a sophisticated campaign, which provides a better user experience.
Incentives can also be more easily offered with deep links. With a retargeting campaign, you can send people a potential prize or offer that might convince them that they should try a new experience.
What are deferred deep links?
When the user opens a deep link they are taken to an uninstalled app. How does this affect their conversions? The solution is to delay the deep link.
The user is automatically referred to the App Store instead if they clicked on a deep link but did not have the app installed. Its advantage is that once they open up the app, you can still send them to the location they originally wanted.
A Deep Link's Uses
As well as creating a seamless user experience, deep links allow mobile marketers to track the performance of their campaigns. As the user experience is concerned, deep links can decrease churn while increasing the chances of a user installing the app by leading them straight to their intended destination within the target application, with just a click.
Marketers can use this information to build more effective campaigns. Deep links can provide users with direct access to a particular section within an app, for instance, if they target a specific feature within it. The seamless experience provided by deep linking in-app can greatly promote conversions and customer loyalty.
Using deep links in retargeting campaigns is another common mobile marketing use case. By using dynamic retargeting with a deep link, for instance, a user who previously viewed a particular product can immediately be taken back to the product page for a seamless conversion.
Marketers can gain more detailed insights into each campaign’s performance with deep links pertaining to mobile analytics and attribution. You can track the source of conversions from deep links, as well as how they drive engagement and link to specific content. An engagement can be attributed to a conversion when a single deep link is deferred.
Users are directed to pages of interest with deep links by eliminating the need for manual navigation.
About the Author
My name’s Semil Shah, and I pride myself on being the last digital marketer that you’ll ever need. Having worked internationally across agile and disruptive teams from San Fransico to London, I can help you take what you are doing in digital to a whole next level.