Capturing and holding the interest of users is a mounting challenge for marketers amid decreasing attention spans. The urgency to simplify and expedite the user journey, removing any obstacles that could dampen engagement or hinder movement down the funnel, has never been greater. In this environment, mobile app deep linking serves as an essential strategy, directly guiding users to specific content or actions within an app to significantly improve the user journey, increase the chances of conversion, and improve return on experience (ROX).

By ensuring a seamless transition from ads or mobile websites straight to targeted in-app destinations, deep linking directly responds to the modern user’s expectation for immediate and relevant content. It offers a critical tool for marketers striving to cut through the noise, providing a direct and efficient pathway that connects users instantly with the content they desire.

What is deep linking?

Mobile app deep linking is a technology that launches an app and opens a specific page once a user clicks a URL on a web page or in another app. Implementing deep links optimizes the user experience and increases conversion rates. Let’s look at the various use cases for this technology, and how to create a deep link for your own marketing campa

Why is deep linking important?

First, let’s look at the customer journey from the most important perspective–that of the customer. Putting ourselves in their shoes, imagine that you’re scrolling through Facebook on your phone and you see an ad for a pasta recipe that looks perfect for dinner.

You click on the link, which takes you to the brand’s app, assuming it’s already installed. It then opens on the homepage of the app. Now you have to try to find that pasta recipe among hundreds of pasta recipes. It’s safe to say that unless you happen upon that recipe in-app pretty quickly, you’ll likely close the app and go back to scrolling on Facebook. From the customer’s side, it was a frustrating experience, and they may have decided to uninstall the app.

Now, looking at it from the app marketer’s perspective, you had a link click and session but it resulted in churn. The customer will be less likely to engage with your ads in the future, remembering their less-than-ideal experience. Deep linking would provide a much more streamlined journey. If the ad used a deep link instead, the customer would be redirected to the brand’s app directly on the page of that exact recipe.

Deep linking path compared to user journey without deep linking.

In another example, let’s say you want to re-engage inactive users with a coupon. In this campaign, users would receive a push notification directing them to the relevant product’s page in your app with a single tap, without having to search for it or manually type a coupon code.

Mobile app deep linking makes moving through any kind of journey between mobile web and apps much easier for users. In a nutshell, deep linking can:

  • Boost user acquisition
  • Increase ad conversion rates
  • Improve app retention rates
  • Lift brand reputation

Learn more about deep linking best practices to maximize your return on investment (ROI) with deep linking campaigns.

Getting started with deep linking

Mobile app deep linking is complicated—there is no one-size-fits-all solution that works in all scenarios. Fortunately, Adjust has you fully covered across all key scenarios and empowers you to use the best strategy to make deep linking functional and scalable. Ready to get started? Learn how to set up deep linking for iOS and Android with Adjust. Or, request a demo to see, hands on, how we can get your deep linking started.

Be the first to know. Subscribe for monthly app insights.