Deep Linking: The Power of Proper Attribution
If your app isn’t performing the way you’d like it to, it can be tempting to point to a disappointing number and decide to restructure your entire communication strategy. But a complete overhaul isn’t always necessary. Deep linking allows you to direct users to a specific part of your app and can — with the proper attribution tool — help you learn more about your users’ behavior, and improve your user experience and key conversion rate.
There are many ways to seamlessly integrate deep linking into emails, push notifications, web pages, and banner ads. Let’s start with email:
Email Deep Linking
Email has a proven record with marketers. A Direct Marketing Association survey found that email had an average Return On Investment (ROI) of 122%. On top of that, a recent report found that 58% of companies want to boost their email-marketing budget. Deep linking could make these emails even smarter.
Streaming behemoth Netflix has done a remarkable job using contextual deep links to keep customers hooked. Users receive an email that invites them to pick up where they left off in a movie or TV show, and then provides a link that sends the user directly to that content. Instead of starting again at the home page and potentially getting distracted or dropping off, the user is sent straight to their reward.
Push Notification Deep Linking
Push notifications can often be generic and impersonal, but with deep links they can be smarter– directing users to a limited sale, offer, or content. If a user downloaded the app but has yet to finish filling out all of their information, a deep link is the perfect way to draw them back in. Specificity is key. These more intelligent push notifications are ideal for re-engaging users who have dropped off.
Paid Social & Web Deep Linking
Deep linking on your company’s webpage and social media platforms can drive users to your app, improve retention, and increase revenue. 80% of all of social media time takes place on mobile devices, making social media platforms ideal for using deep links.
On Twitter and Facebook, integrating deep links that direct users to product updates, sales offers, and exclusive deals are especially effective. While social media posts are fantastic for promoting product updates, mWeb is key to bringing in new users. An mWeb page should have a deep link that drives potential users to the app store, and after downloading the app, takes users directly to the content they were viewing on the mWeb page.
Google Ads Deep Linking
Using deep links in web pages should be a part of any comprehensible content strategy. Google contributes $1 billion a month to apps through organic search traffic, meaning that many companies have found ways to make the search engine algorithm work for them. Make sure your content writers are integrating Call To Actions (CTAs) at the end of blog articles. With an intentional SEO strategy that prioritizes keywords, phrases, and targeted content, you could get your deep links at the top of Google search results.
Integrating deep links into your Google search results isn’t the only way to reach a new user base. Finding a company/ app that shares your buyer persona can be an opportunity for micro-targeting. By purchasing display ads embedded with deep links in these apps, you’re getting a pre-selected audience to download or return to your app. It’s a worthy investment.
At Prolific Interactive, we partner with your company to create a strategy that improves your app’s retention and engagement. Deep linking is a part of this, so we research the best ways for your company to engage your users and attract new ones. With tools likes Branch and Appsflyer, deep linking has become smarter and more efficient. Both tools help companies assess their analytics and build mobile marketing campaigns. Whether it’s through an email, push notification, text message, or banner ad, deep links are transforming the way companies interact with their audience.