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In this article, we're going to take a closer look at what mobile deep links are and how they work.
Understanding and importance of mobile deep links
One of the key metrics to measure the success of a mobile application is User Session Duration. According to mobile app statistics from 2023, a 20% increase in dwell time results in an average 35% increase in revenue for an app.
The longer users stay in your app, the more loyal they are to your service, which translates into higher ad revenue, higher in-app purchase rates, and better user engagement.
A key technology that can effectively increase this dwell time is mobile deep linking. This technique, which goes beyond simply bringing users into the app and directs them to the exact location they want within the app, has become an essential tool for app developers and marketers.
Types of deep links and how they work
A deep link is an addressing scheme that points to a specific location within an app, just like a URL on a website. They can be divided into three main types, depending on their purpose and how they're implemented.
Simply put, when a user clicks an on-page link with their mobile device's web browser, they are taken to a specific screen in the mobile app installed on their device.
1. Basic Deep Link
The simplest form of deep linking, this takes users who already have the app installed directly to a specific screen within the app.
Example: myapp://product/123
Pros: Simple to implement and greatly improves the experience for users who have your app installed.
Limitations: If the app is not installed, an error message will be displayed or it will not work.
2. Deferred Deep Link
This is an advanced form of deep linking that reacts smartly depending on whether the app is installed or not.
If the app is installed: Goes directly to a specific screen in the mobile app, just like a regular deep link.
If the app is not installed: Direct to the app store → install and go to the original destination.
This feature is crucial for new user acquisition and effective onboarding. According to a recent study, campaigns utilizing deferred deep links have a 25-40% higher conversion rate than regular app install campaigns.
3. Contextual Deep Links
The most advanced form of deep linking, it allows you to convey additional user information and context beyond the basic functionality.
Example: myapp://product/123?utm_source=email&referral_code=FRIEND50&user_id=12345
This type of deep link is great for delivering a personalized experience because you can pass information to your app about what channel the user came from, what campaign they responded to, if they were referred by a friend, and more.
Strategies for leveraging deep links to increase time in app
Deep links shorten the user journey, improving the experience of using your app and, as a result, increasing dwell time. Here are some effective strategies for leveraging them that have been proven by real-world businesses.
When a user switches to your mobile app while surfing the internet on a web browser, they will spend more time in your app. This is in line with the effectiveness of increasing dwell time.
1. Optimize push notifications (30% increase in average engagement rate)
Deep links in push notifications can increase click-through rates by as much as 85% over simple notifications. Instead of a generic "you have a new message" notification, provide users with a preview of the message content and a deep link directly to their inbox.
Execution strategy:
- Provide a direct link to the relevant screen with personalized content.
- Optimize notification scheduling by time of day to maximize response rates.
- A/B testing to optimize notification copy and deep links.
With the web push feature offered by Vivoldi, you can set a deep link in the URL where the user will go when they click on the push message.
This means that you can create a deep link in advance and enter the created deep link in the URL to which the user will be directed when sending the push message.
2. Boost your email marketing campaigns (45% conversion rate improvement)
Integrating deep links into your email marketing can significantly lower the barrier to conversion by allowing users to go directly to relevant pages within your app, bypassing the web browser.
How to implement:
- Apply contextual deep links to CTA buttons in your emails.
- Embedding a deep link to a product detail page in a promoted product image.
- Provide personalized deep links based on user behavior history.
After building a mail server from Vivoldi, you can send bulk emails through the built server. In this case, sending a deep link along with your website URL will be effective.
3. Optimize social media sharing (65% increase in viral spread)
Utilizing deep links when sharing your app content on social media is a great way to drive new users and keep existing users coming back.
When advertising on social media platforms, try using deep links to take users to a specific screen rather than a generic website URL as the final destination.
Effective implementation:
- Creating posts that automatically include deep links when the share button is clicked.
- Optimize the preview and metadata of shared content.
- Directing non-installed users to the correct content with deferred deep links.
4. Link QR codes with offline marketing (35% reduction in customer acquisition costs)
Provide deep links in the form of QR codes on offline marketing materials (posters, business cards, product packaging) to seamlessly connect digital and offline experiences.
Use case idea:
- Provide QR codes to offline event attendees that link to special in-app offers.
- Include a deep-linking QR code on product packaging that leads to more information, how-to tutorials, etc.
- Linking an in-store display directly to an in-app product page.
Convert mobile deep links to QR Codes. When a user scans a QR code with their camera app, they can be taken to a specific screen in your mobile app.
Create a deep link and convert it to a QR code in Vivoldi.
5. Streamline your retargeting ad campaigns (increase ROAS by 70%)
Applying deep links to retargeting ads based on a user's previous app activity can significantly increase conversion rates.
Optimization strategy:
- Serve deep link ads to cart abandoners that take them directly to their shopping carts.
- Showing personalized ads with deep links to products that were browsed but not purchased.
- Testing different incentive and deep link combinations for different user segments.
Issue mobile coupons in Vivoldi and utilize them as deep links when the coupon is clicked to drive conversions to your app.
Coupons are a very effective way to market strategically.
How to implement deep linking by platform
To implement deep linking effectively, you need to understand the characteristics of each platform and choose the right approach.
If you are developing and running your own mobile app, then you can refer to the examples below and apply them to your mobile app.
Implementing Android deep linking
On Android, you can implement deep linking by adding an Intent Filter to your AndroidManifest.xml file.
Example of a basic deep link implementation:
<activity android:name=".ProductDetailActivity">
<intent-filter>
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<!-- URL scheme -->
<data android:scheme="myapp" android:host="product" />
<!-- App Links (Android 6.0+) -->
<data android:scheme="https"
android:host="example.com"
android:pathPrefix="/product" />
</intent-filter>
</activity>.
Processing deep link data in the Activity:
@Override
protected void onCreate(Bundle savedInstanceState) {
super.onCreate(savedInstanceState);
setContentView(R.layout.activity_product_detail);
// Extract data from the deep link
Intent intent = getIntent();
Uri data = intent.getData();
if (data != null) {
String productId = data.getLastPathSegment();
// Example: Extract "123" from myapp://product/123
// Load product details with the extracted ID
loadProductDetails(productId);
// Firing an event to analyze entry via deep link
trackDeepLinkOpen(data.toString());
}
}
Implementing iOS deep links
On iOS, you can implement deep links using Universal Links (iOS 9 and later) or Custom URL Scheme.
Set up Custom URL Scheme (Info.plist):
<key>CFBundleURLTypes</key>
<array>
<dict>
<key>CFBundleURLName</key>
<string>com.yourcompany.app</string>
<key>CFBundleURLSchemes</key>
<array>
<string>myapp</string>
</array>
</dict>
</array>
Set up Universal Links (more recommended):
- Upload the apple-app-site-association JSON file to your web server:
{ {
"applinks": {
"apps": [],
"details": [
{
"appID": "TEAM_ID.com.yourcompany.app",
"paths": ["/product/*", "/campaign/*"]
}
]
}
}
- Handle Universal Links in the app:
func application(_ application: UIApplication, continue userActivity: NSUserActivity, restorationHandler: @escaping ([UIUserActivityRestoring]?) -> Void) -> Bool {
if userActivity.activityType == NSUserActivityTypeBrowsingWeb,
let url = userActivity.webpageURL {
// Parsing the URL
if url.path.contains("/product/") {
let productId = url.lastPathComponent
navigateToProductDetail(productId: productId)
return true
}
}
return false
}
If you want to deep link to social media apps such as YouTube, Facebook, Instagram, Telegram, TikTok, Twitter, Discord, Kakao Channel, etc. that are not your own app, you can easily create and manage deep links in Vivoldi without any development. Learn more on our guide video page.
How to measure and optimize deep link performance
To maximize the effectiveness of your deep linking strategy, you need systematic performance measurement and ongoing optimization.
When you create a deep link in Vivoldi, you can see a variety of click statistical data along with real-time click counts.
1. Set and track key performance indicators (KPIs)
Key metrics for measuring deep link success:
- Click-through rate (CTR): The ratio of clicks to deep link impressions.
- App launch rate: Percentage of actual app launches after a deep link click.
- Conversion rate: The percentage of deep links that resulted in a goal action (purchase, signup, etc.).
- Session duration: Average time in app for users who came from a deep link.
- Time spentper screen: Average time spent on the deep link destination screen.
- Bounce rate: Percentage of users who exited the app directly from the deep link destination screen.
2. Conduct systematic A/B testing
How to A/B test for effective deep link optimization:
- Link destination comparison: product detail page vs. category page.
- Testing copy: comparing the effectiveness of different call-to-action (CTA) copy.
- Compare incentives: Test different offers, such as discount coupons vs. free shipping.
- Timing optimization: Compare the effectiveness of different days of the week/time of day.
- Visual elements: Analyze the impact of different design elements on click-through rates.
3. Optimize user experience
Strategies to improve the user experience after clicking a deep link:
- Optimize loading speed: Reduce the loading time of the deep link destination screen.
- Fallback mechanisms: Direct users to an alternate screen in case of errors.
- Progress indicators: Clearly communicate progress to users, especially on first launch.
- Preservecontext: Preserve deep link context even when switching from background to foreground.
- Optimize in-app navigation: Drive natural navigation from deep link destinations to relevant content.
Examples of successful deep link implementations
1. eCommerce app - Marketcully
Implementation strategy: Product-specific deep links in push notifications and emails, direct to product when notified of a deal.
Result:
- 42% increase in notification engagement rate.
- 78% increase in speed to sale on deals.
- Average time spent in app increased by 4 minutes.
2. Content Platform App - Naver Webtoon
Implementation strategy: Contextual deep links in social media sharing features, direct links in new episode notifications.
Results:
- 56% increase in click-through rate on shared content.
- 32% decrease in post-install bounce rate for new users.
- Increased episode completion rate by 25%.
3. Fintech App - Toss
Implementation strategy: Deep link to QR code payment, deep link to detail page in remittance notification.
Results:
- 38% increase in checkout process completion rate.
- 27% increase in average monthly transactions per user.
- 45% increase in app return visits.
Bottom line: Accelerate your app's growth with deep linking
Mobile deep linking is an essential part of modern app development and marketing. By directing users to the right place in your app, they contribute significantly to increasing app dwell time, reducing bounce rates, and increasing conversion rates.
Creating and implementing an effective deep linking strategy requires not only technical understanding, but also insight into user behavior. In this article, we've outlined the characteristics of each type of deep link, how to implement them, how to leverage them, and how to optimize their performance so you can build the right deep linking system for your app.
Start your journey to transform your app's user experience and maximize business performance by implementing and optimizing deep linking today.
Frequently Asked Questions (FAQ)
Q: What is the difference between a deep link and a regular URL?
A: A regular URL leads to a website, while a deep link leads directly to a specific screen or feature in a mobile app. It's similar to navigating between pages on a website, but the key difference is that it takes place within the app environment.
Q: What's the best approach for users who don't have the app installed?
A: It's best to implement deferred deep links to direct them to their original destination after installing your app. Utilizing services like Firebase Dynamic Links or Branch.io can make this process easy to implement.
Q: How can I measure the success of my deep links?
A: You can measure the effectiveness of deep links by tracking metrics such as click-through rate, app launch rate, goal screen reach, conversion rate, session duration, and more. Most deep linking solutions offer these analytics built-in.
Q: What security considerations should I pay attention to when implementing deep linking?
A: Validating deep link parameters, excluding sensitive information, and implementing authentication mechanisms where necessary are important. Apps that deal with sensitive information, especially financial, healthcare, etc. require additional security measures.
Thank you.
