Have you ever clicked on an advertisement because you were curious about what they had to offer, only to find yourself on the home page of their application without a clear idea of what to do next? You begin scrolling through their entire application, tapping on random buttons, getting frustrated, only to give up on the application altogether.
This type of experience is all too common – and it certainly creates a lot of frustration.
This is the precise issue that deferred deep linking ultimately resolves: It bridges the gap between curiosity and conversion – routing users without interruption from the advertisement directly to the in-application content they were looking for – even if the user does not currently have the application’s software installed on their device.
For example:
While browsing social media, you run across a product that you like, and you click the link provided under the post. Rather than being routed to a random page, you’re directed right to the product in the application. Then you are ready to purchase the product and are able to do so in just seconds.
No confusion. No additional steps. Just a seamless transition. This entire process is made possible through the use of deferred deep linking.
What is Deferred Deep Linking?
With a standard link, a person clicking on it will be taken to the site associated with the link (e.g., the homepage of an app). However, using a deep link allows the person clicking on that link to reach a particular page in the app rather than just the homepage.
A deferred link works like a deep link, except that it can also work with persons who have yet to install the app (i.e., dia users). When a user clicks on a deferred deep link, the system will check if the user already has the app installed.
- If they do have the app installed, the system takes the user directly to the page corresponding to the deferred deep link.
- If the user does not have the app installed, the user will be taken to the app store, where he or she can download and install the app.
When the user opens the app for the first time, the deferred deep link will remember what page the user was trying to go to, and take the user there directly (e.g., if the deferred deep link corresponds to a product page, it will take the user to that product page).
So, when you ask how does deferred deep link work, the answer is that they track where a user wants to go and provide the user with the information needed to get there at the appropriate time.
Why Businesses Use Deferred Deep Linking?
The concept of deferred deep linking goes beyond being simply a technical functionality of your app; it is actually a tool you can use to grow your business. Below is a brief summary explaining what makes deferred deep linking such a powerful tool to use.
A Better User Experience
Finding content in your app should not require users to hunt it down. By using deferred deep links, you can take them directly to the content they expect to find, while also reducing user frustration levels.
Larger App Install Rates
Deferred deep links allow your prospective customers to see the value proposition of using your app before they download and install it. Therefore, when a prospective customer knows exactly what they will be receiving after installing, the likelihood of them installing your app increases significantly.
Increased Conversions
With deferred deep links, you can bring prospective customers directly to high “intent” types of pages or screens in your app, such as your “Checkout Page”, “Sign-Up Page” or your “Limited-Time Special Offer” page. The fewer steps that a customer has to take in order to convert, the fewer customers will “drop out” of the process, which will result in a higher return-on-investment (ROI) from your marketing campaigns.
Increased Engagement
Mobile apps are capable of offering their users richer, more interactive experiences than what can be found on websites. By using deferred deep links to transition users from the web-based experience to the mobile app experience, it will increase the likelihood that they will explore the mobile app experience, become more engaged with it and ultimately remain as a user of your app.
Competitive Advantage
Deferred deep links will allow you to convert users to downloading and using your app by providing them with the ability to access your app via various forms of communication (i.e., email, social media, text messages or advertisements) and have the same capability to interact with the application on their own accord.
Your Deferred Deep Linking Checklist
To get started with the implementation of deferred deep linking successfully, you need a few key essentials:
A fallback website – This serves as a temporary landing page if the application is not currently installed.
Android app URI scheme – This is a URI scheme that allows the Android operating system to identify and launch your application.
App package name – Every application has its own unique app identifier (App Package Name). It will help your device locate your application.
App Store ID – This is your application’s unique App Store Identifier (this will be the same for both platforms, Android and iOS).
Once these elements are in place, users can easily navigate from click to content with little to no friction and make a significant impact.
How Deferred Deep Linking Improves User Engagement?
1. Onboard New Users Seamlessly
Let’s say you’re running a social media ad to promote a new feature. You can use deferred deep linking for this scenario. When a new user clicks on the ad, they are taken to the app store. Once they download your app, they are directed to the newly promoted feature right away.
This creates an immediate reward for them, which creates immediate trust and excitement about your brand and product(s). Because of this immediately rewarding experience, you will see higher conversions and retention rates.
2. Re-Engage Inactive Users
Not all users allow push notifications from your app, and its normal for users to stop using (or drift away) from apps over time. You can continue to re-engage users who have not allowed notifications through email or social media using deferred deep linking.
Instead of annoying users who are not using your app, you are providing them with relevant content or exclusive promotions to help them return to your app.
3. Win Back Uninstalled Users
Uninstalled apps are not dead forever. With permission-based marketing, you can re-engage users who have uninstalled your app using deferred deep linking by providing them with relevant new content or personalized incentives to reinstall your app. When they do reinstall your app, the content that is presented to them is relevant and valuable.
Deep link vs Deferred Deep Link
You can find deferred deep links in emails, SMS messages, or social media posts. These links work just like regular deep links. They retain information about where users want to go within the app and will wait until they have downloaded your app before sending them to the exact location they mentioned.
Deep Links: A deeplink allows users to access new features of your app without the hassle of navigating through your app’s home screen. Therefore, when a person clicks on a promotion from within the app, they will be taken directly to that product page instead of the app’s homepage.
Deferred Deep Links: When a person clicks on a deferred deep link, they will first be guided to download your app. After they have downloaded the app, the deferred deep link will then take them to the location that they originally requested, just like a normal deeplink would have.
This allows first-time visitors to your app, or those who do not currently have your app, to experience a smooth transition into your app and start using it the right way.
Common Deeplinking Methods:
There are a number of ways to implement deeplinking:
1. URI Schemes:
This is the traditional method of deeplinking. It helps direct users to a specific page with the help of a path embedded within the link.
2. Apple Universal Links:
Apple universal links replace URI schemes to offer a much more streamlined UX for users It is the standard method for deep linking on Apple devices.
3. Android App Links:
Just like Apple’s universal links, Android app links are specific to android devices and platforms. They offer enhanced deep linking functionality for users.
Deferred deep links can also be seamlessly integrated with various channels such as:
Email: You can effectively drive app engagement with deferred deep links in email marketing campaigns as a large proportion of users open their emails on mobile devices.
QR Codes: To bridge the between offline and online engagement effectively, integrating deferred deep links with QR codes displayed in physical locations is an excellent strategy.
SMS: Leverage the high open rates of SMS by sending app download links with embedded deferred deep links via SMS messages.
Social Media: Using targeted deep links is a great way to encourage your social media followers to check out specific features in your app that they may find enticing.
Desktop-to-App: You can prompt desktop users to download your app on their mobile devices using their mobile number. Ask users to enter their mobile number and send an automated SMS containing a deferred deep link. This ensures a seamless transition to your app resulting in a smooth UX.
Benefits of Deferred Deep Linking:
Boost User Acquisition: Boost app downloads with deferred deep links by enticing users with specific features and content.
Enhanced User Experience: With deferred deep links, users directly land on the intended page while avoiding the generic pages such as the main page.
Campaign Insights: Integrating UTMs with deferred deep links can provide valuable data on campaign performance.
Improved Marketing Capabilities: Channels such as SMS, email, social media, etc can be leveraged to drive users to specific sections of the app.
Deep Links in Action
Here are some real-life use cases of deep links:
Referral Programs: When a user shares their referral link with a friend, a deferred deeplink can take them straight to the app’s sign-up page with their code already filled in. This offers a seamless experience for new app joinees.
Targeted Promotions: If a user receives a discount code in an email, clicking the link will take them straight to the product page within the app where they can redeem the coupon. Deferred deep linking makes this possible.
Click, Download, Enjoy: App promos that a user spots on social media? Clicking on them will link them to a deferred deep link. This way, once the user downloads the app, they will land on the specific feature or product they saw in the ad.
By using deferred deep linking, businesses can create a more user-friendly experience. This makes it easier for people to find what they are looking for and encourages them to use the app more.
FAQs
How does deferred deep linking work for first-time users?
Deferred deep linking captures a new user’s intended destination prior to downloading the application so that once they have installed/opened the app, the deferred deep link opens to the exact piece of content they were initially directed to.
Can deferred deep linking improve conversion rates?
Yes, by providing direct access to relevant content (with minimal friction), deferred deep linking enables users to maintain their interest in the app and dramatically increase the chances of signing up, purchasing, or taking other desired actions.
Is deferred deep linking secure?
Yes, as long as the correct technologies (e.g., Apple Universal Links, Android App Links) are implemented. Deferred deep linking is reliable, secure, and cannot be hijacked or abused.
Does deferred deep linking work across marketing channels?
Yes, deferred deep linking works very well on all channels (e.g., via email, SMS, social media, QR codes, paid advertising, desktop-to-app) and provides users with the same experience regardless of where they originate from.
What’s the biggest mistake businesses make with deferred deep linking?
One of the most common mistakes is to send users to generic screens instead of the pages they intended to access. This destroys the user’s expectation, which reduces engagement and conversions overall, thus hurting the overall performance of the campaign.