Deferred Deep Linking

What is Deferred Deep Linking?

Have you ever clicked on an ad just to end up getting lost in an app, searching for the product/content/service that caught your eye in the first place?

Frustrating, right?

This is where deferred deep linking comes to the rescue.

It is one of the best ways to lead non-users form an ad directly to your app.

Here is another scenario:

You see a social media post promoting a product that really catches your eye.

You click on the link given below the post and are directly taken to the specific product page on the app.

From here you can easily add the product to your cart and seamlessly complete your purchase.

This flawless and smooth journey is made possible through deferred deep linking.

What is Deep Linking:

On one hand, regular links take you to the general landing page of an app, like the homepage.

However, on the other hand, deep links take you straight to a specific spot, the one which you wanted to land on originally, within the app.

Now, deferred deep linking takes it a step further. It specifically caters to users who have not downloaded the app, yet.

When you click a deferred deep link, it first checks if the app has already been installed on your phone. If not, it sends you directly to the app store to download it.

Once you complete downloading the app and open it, this is when the link directs you straight to the content you were actually looking for, like a product you saw in an ad or a piece of gated content that you wanted to dip into.

Why Use Deferred Deep Linking:

There are tons of reasons why using deferred deep linking is a great idea for your business, here are some of the top ones:

• Better UX:

No one likes getting lost in the maze of an app. Deferred deep links help you get out of that frustrating situation by taking users directly to what they clicked on. This creates a smooth and frustration-free experience that encourages users to visit your app more often.

• Increased App Downloads:

Deferred deep links make app downloads more lucrative by displaying the top features right away. This eliminates the element of suspense which ultimately leads to more people wanting to download your app.

• Encourage Action:

Deep links can be used to send users straight to the pages that encourage action, like a purchase screen or a signup form. In this way you create a direct course for conversions. This ultimately makes your marketing efforts way more effective by improving the overall ROI considerably.

• Better Engagement:

As compared to websites, mobile apps can prove to be much more interactive since they offer tons of efficient features and functionalities. Deferred deep links help direct users straight to the app, where they are more likely to explore and engage with everything that your app has to offer.

• Standing Out from the Crowd:

Using social media, email marketing, and other channels, deferred deep links allow your business to connect with a wider audience base. That’s not all! They also encourage users to download your app.

Your Deferred Deep Linking Checklist-

Here’s a checklist of the things you will need in order to set up your deferred deep link, effectively:

• A Backup Website:

This will work as your user’s temporary landing spot if they don’t have the app installed.

• App Launch Code (Android):

An app URI scheme tells Android phones to recognize your app and open it when someone clicks the link.

• App Name Tag (Android):

Every app on Google Play has a unique package name. This helps the mobile device find your app, specifically.

• App Store ID (iOS):

Similar to the Android tag, this is your app’s unique code in the Apple App Store.

With these essentials you can take users on a smooth journey, straight to the app content they clicked on.

This means more app downloads and happy users exploring everything that your app offers.

How Deferred Deep Linking Improves User Engagement?

1. Seamless Onboarding of New Users:

Let’s say you are promoting a new feature in your app through a social media ad.

Traditionally, clicking that ad should land you on a website or a generic app download page.

But, with deferred deep linking, when you click the ad, the link cleverly checks if you already have the app installed or not.

• New Users:

If a user does not already have the app installed on their mobile device, the link smoothly directs them to the app store for their respective OS (Android/iOS). Once the initial download and launch of the app is complete, the deferred deep link takes the user straight to the feature they saw in the ad. This offers a smooth and seamless UX for new users.

• Higher Conversion Rates:

This seamless flow from clicking on an ad to in-app action increases the chances of the new user becoming a loyal customer, as compared to traditional methods. Users are hooked from the very beginning since they will have a clear idea of what they will find within the app. This translates to not only more downloads but also a higher chance of users converting into active and engaged potential customers.

2. Reconnecting with Disengaged Users:

Deep links are great for sending in-app notifications to existing users, but what about those who have not opted in yet or haven’t used the app in a while?

Surprise surprise!

Here too, deferred deep links come in handy!

• Reaching Disengaged Users:

If a user has disabled push notifications or simply has not been using the app that often, deferred deep links allow you to reconnect with them through other channels, including email and social media. By including a deferred deeplink in your message, you can remind the user of the value your app offers and insist them to come back.

• Less Intrusive Approach:

Contrary to swamping users with multiple push notifications (which might lead to frustration and uninstalls), deferred deep links provide a less intrusive option. You can show relevant content or special offers which help pique the user’s interest.

3. Winning Back Uninstalled Users:

Sometimes, users may download an app, use it for a bit, and then life gets busy and they forget all about it. In such situations you might feel helpless. But don’t worry, there is always a way to win them back.

Deferred deep linking offers a second chance.

• Retargeting Uninstalled Users:

If you have the contact information of the users (with their permission, of course!), you can leverage deferred deep links in targeted campaigns. This might involve sending an email with a special offer or a social media ad highlighting new features that may pique the users’ interest. Clicking the link takes users directly to a specific page within the app designed to re-engage them.

• Second Chance for Retention:

You can reactivate users and potentially turn them into long-term, active members of your app community simply by offering a personalized and valuable re-entry point. You can encourage them to opt-in for push notifications for future engagement and set up a communication strategy within the app to keep them indulged.

Deeplink vs Deferred Deep Link

Users can find deferred deep links in emails, SMS, or social media posts. They act like regular deep links, but they hold onto the information about the users’ desired  in-app destination and wait for the user to download the app.

• Deeplinking:

Your app carries tons of interesting features for users to explore. A deeplink takes users straight to the specific content that they are looking for, skipping the app home screen altogether.

This means that if a user clicks on a promotion within the app, a deeplink would take them right to that specific product page instead of the main app.

• Deferred Deep Linking:

Now, what if the user has never used your app before?

Deferred deep links to the rescue!

When a user clicks on a deferred deep link, the deeplink first helps them download your app. Once they have installed the app, the link then takes them to the specific content that they were looking for, just like a regular deeplink would.

This ensures a smooth user experience, even for first-time app visitors or users who did not have the app installed yet.

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.