The Evolution of Mobile Deep Linking: From Basic to Deferred
In today’s mobile-driven world, delivering a seamless user experience is key to keeping users engaged with your app. One way to achieve this is through deep linking, a process that connects users to specific content within an app. Over the years, deep linking has evolved, starting with basic deep linking and advancing to deferred deep linking, each offering new ways to enhance the user journey.
In this article, we’ll explore what deep linking is, how it’s changed, and why these changes matter. We’ll walk you through the journey from basic to deferred deep linking, explaining the impact this evolution has had on mobile app ecosystems and user experience.
What is Deep Linking?
Deep linking is like creating shortcuts within your app. Instead of asking users to navigate through several screens, you can use a special URL that takes them directly to a specific page or feature within your app.
Imagine receiving a link in an email that, when clicked, takes you straight to a product page in your favorite shopping app instead of the homepage — that’s deep linking at work.
The Basics of Basic Deep Linking
Basic deep linking allows you to direct users to specific content within your app, but only if the app is already installed. If the app isn’t installed, the user is left with a broken experience — often a 404 error or being redirected to a website instead.
How It Works
When a user clicks a deep link, the operating system checks if the app is installed. If yes, the app opens directly to the linked content. If not, the link fails.
Limitations
- Requires the app to be installed: Basic deep linking only works when the app is already on the user’s device.
- Poor user experience: If the app isn’t installed, the user hits a dead end, which can be frustrating.
- Missed opportunities: Basic deep linking doesn’t encourage users to install the app, missing out on potential new users.
The Shift to Deferred Deep Linking
To address the shortcomings of basic deep linking, deferred deep linking was introduced. It enhances the user experience by working whether or not the app is installed.
How It Works
If a user clicks a deep link but doesn’t have the app installed, they are taken to the app store to download the app. Once the app is installed and opened, they are directed to the specific content they originally clicked on — hence, the link is “deferred” until after installation.
Benefits
- Seamless user experience: No more dead ends. Deferred deep links provide a consistent experience, whether the app is installed or not.
- Encourages app installs: Deferred deep links help convert potential users by guiding them to install the app, knowing they’ll be taken directly to the content they’re interested in after installation.
- Improved re-engagement: Deferred deep linking can reactivate dormant users who may have uninstalled the app by offering a smooth, personalized experience from the start.
The Evolution: From Basic to Deferred
Let’s take a closer look at how mobile ecosystems have evolved from basic to deferred deep linking:
Basic Deep Linking (The Starting Point)
- Scenario: Imagine a user receives a deep link to an event in a sports app, but they don’t have the app installed. If they click the link, nothing happens, or worse, they’re sent to a website that lacks the features of the app.
- Outcome: The user is left frustrated, missing out on the intended in-app experience. This limits user engagement and potential app installs.
Deferred Deep Linking (The Game-Changer)
- Scenario: Now, with deferred deep linking, when the same user clicks the link, they’re redirected to the app store to download the app. Once installed, the app automatically opens to the event page, completing the user journey seamlessly.
- Outcome: The user’s experience is smooth and uninterrupted. They engage with the app content right away, and the app gains a new install without friction.
Deep Linking and User Onboarding
Deferred deep linking plays a huge role in enhancing user onboarding.
Imagine a new user clicks a deep link from a promotional email. After downloading the app, they are taken directly to a tailored onboarding screen or the specific content that caught their attention.
This personalized approach helps users connect with your app faster, improving retention.
- Better Onboarding: Deferred deep links allow you to send users to personalized content after they install your app, instead of a generic landing page or the home screen. This reduces friction in the onboarding process and makes users more likely to engage from the start.
Re-engagement: Bringing Users Back
For apps, bringing users back can be as important as acquiring new ones. Deferred deep linking helps with re-engagement by reminding users of relevant content or offers.
Example
Let’s say a user uninstalls your food delivery app but later clicks on a deep link from a push notification offering a discount. They’re prompted to reinstall the app, and upon opening it, they’re taken directly to the discount offer or their favorite restaurant page. This not only incentivizes reinstallation but also boosts the likelihood of converting the user into a repeat customer.
App Install Experience
Deferred deep links significantly improve the app install experience. With basic deep linking, users may get lost or frustrated if the app isn’t installed. Deferred deep linking solves this by allowing users to naturally flow from link to install, ensuring the experience continues smoothly.
- Improved Installs: Users feel like they’ve picked up right where they left off. This continuity leads to higher conversion rates for app installs because users know they’ll see the specific content or offer that led them to install the app in the first place.
Conclusion
Deferred deep linking has revolutionized the way apps interact with users, making it easier to onboard new users, re-engage dormant ones, and create a seamless app install experience.
In a world where user retention and engagement are more important than ever, understanding and leveraging deep linking is key to standing out in an increasingly crowded app market.
Happy coding!
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