4. Deep Linking & Mobile Funnel Strategy

Deep Linking Send users to specific in-app pages

Deep linking is a technique that allows users to be directed to a specific page within a mobile app rather than just launching the app's homepage. This is beneficial because it reduces the number of steps needed for users to access the content they are interested in. For example, if a user clicks on a link to view a specific product, deep linking enables them to go directly to the product page within the app instead of starting on the main screen and having to navigate to the product.

Imagine you receive an invitation to a concert. Instead of just telling you the venue's address and asking you to find the concert hall yourself, the invitation includes a QR code that leads directly to the exact seat you purchased your ticket for. Similarly, deep linking provides a way to go directly to the desired content in an app.

Deferred Deep Linking Preserves intent after install

Deferred deep linking is an advanced version of deep linking. It allows users who do not yet have the app installed to click a link and still reach a specific in-app destination once they have completed the installation. This means that their original intent is preserved even if they haven't downloaded the app yet. When they install the app, they get directed exactly to the content they wanted to see right after the installation is complete.

Think of deferred deep linking like a 'reservation' at a restaurant. If you make a reservation for a special dish and the restaurant is busy (you haven't arrived yet), they will hold your table and have the dish ready for you as soon as you enter. In the app world, deferred deep linking ensures that when you download the app later, you are served the content you initially intended to view.

Dynamic Links Personalized journeys from web to app

Dynamic links are sophisticated links that can change based on context. They allow marketers to create personalized experiences for users by directing them to specific in-app content based on their source of entry. For example, if a user clicks on a promotional link in an email, they may be directed to a specific product page or a unique welcome experience within the app, enhancing their user journey.

Imagine visiting a shopping mall that personalizes your experience based on your previous visits. When you enter, a friendly staff member greets you by name and suggests the stores you visited last time. Dynamic links do something similar by providing a tailored and relevant app experience based on where users come from or what they prefer.

Increase conversions by reducing navigation friction

Reducing navigation friction means making it easier for users to find what they are looking for within an app, thereby increasing the likelihood that they will complete desired actions, such as making a purchase. By using deep linking, deferred deep linking, and dynamic links, developers can streamline the user experience, which often leads to higher conversion rates since users spend less time searching for content.

Think of a well-organized library where all the books are categorized and labeled clearly. Finding the book you want is easy and quick. Now imagine a disorganized library where books are scattered everywhere—you’d spend a lot of time just searching. A smoother navigation experience in apps, similar to the organized library, can lead to users quickly finding what they feel they are looking for and performing desired actions faster.

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