If you’ve ever clicked a link that opened a specific screen inside an app — like opening a product page in a shopping app or a video in a streaming app — you experienced mobile app deep linking.
It seems simple, right? However, the logistics and tools needed to make that work well require diligence on the part of the organization. In this blog, we will discuss the real-world struggle organizations are having with mobile app deep linking and how to gain success. If you’re new to app development or a marketer looking to help a user better navigate the processes in-app, this blog is for you.
What Is Mobile App Deep Linking?
First things first. A mobile app deep link is a link that doesn’t just open the app — it opens the app to a specific place within the app. For example, instead of opening a food delivery app, a deep link can open the menu for a specific restaurant or pull up an order you previously made.
This is very handy for marketing, retargeting, and ensuring a seamless user experience. Deep linking in mobile apps can help the user save time, improve conversions, and make content more discoverable.
Why Is Deep Linking Important?
Here’s a true statistic: Apps that utilize deep linking enjoy a conversion rate that is 2.5x more than apps that do not.
Why? Because the key is ease of use. Users do not want to sift through multiple screens to find the content they clicked. Deep linking to a mobile app ensures that users land where they need to land.
Challenges in Mobile App Deep Linking
Although deep linking has so many advantages, it can be difficult to set up. Here are some examples of the hardest parts for companies:
1. Platform Issues
Deep linking looks and behaves differently for iOS vs. Android. What’s 100% functional on one device can be broken or weird on another device. For this reason, developers are required to test all deep links on multiple operating systems.
2. App Not Installed? Here’s the Issue
What happens when a user clicks on a link but does not have your app installed? If deep linking is not configured correctly, the user will end up clicking a broken page or a weird screen. Smart mobile linking platform tools solve this predicament by using something called “deferred deep linking.” More on that in a moment.
3. User Privacy Concerns
Along with all the new privacy updates (like ATT with Apple, and privacy updates from Google) – this has made tracking and linking users even more complicated. You must ensure that your mobile app deep linking strategy is privacy-compliant while ensuring insight-level analytics.
4. Measurement and Tracking
When you do not have solid deep linking analytics, it is difficult to tell which links are working and which links are not. Are your users being driven to complete purchases? Are they dropping off after the deep link redirects? You need the right tools to know what is working.
Best Practices for Mobile App Deep Linking
Now that we’ve walked through the challenges, here are some approaches to overcoming the challenges and building a successful mobile app deep linking strategy.
1. Use a Mobile Linking Platform
Don’t try to reinvent deep linking. Use a mobile linking platform that works on both iOS and Android. Bigger brands use a mobile linking platform to take care of redirects, installs and different link behaviour, not to mention, it saves time for a brand and keeps them from having to manage potential errors.
2. Set Up Deferred Deep Linking
This is when deep linking works even if the app isn’t installed. The user is directed to the app store to download the app, and when they open it, they are directed to where they are going. Deferred mobile app deep linking creates a smooth transition experience from web to app.
3. Track Everything With Deep Linking Analytics
It is important to know how well your links are performing. Good deep linking analytics lets you know:
- How many people clicked
- Where the click originated from (the sources)
- What took place after the link was opened?
All of this is extremely valuable for marketers to update and fix issues quickly.
Wrapping Up
In today’s mobile-first world, you can’t afford to overlook mobile app deep linking. Deep linking is one of the best ways to promote better user journeys, app engagement, and brand growth.
Certainly, there are challenges – different platforms, install challenges, not to mention the tracking. However, with the right mobile linking platform solid planning and deep linking analytics, you can turn those challenges into advantages.
If you desire app growth and more intelligent user journeys, make mobile app deep linking the cornerstone of your strategy.
