Deep Linking

Deep linking enables linking to specific content within a mobile app.

Why it matters

Improves user engagement by directing users to relevant content.
Facilitates seamless user experience across different platforms.

How to measure

Track click-through rates on deep links.
Analyze user retention and conversion rates post-linking.

Details

Deep linking is a technique used to direct users to specific content within a mobile application rather than just launching the app's home screen. This is particularly useful for marketing campaigns, as it allows users to be taken directly to a promotional offer or a specific product page. Implementing deep links involves configuring the app to handle specific URL schemes or universal links. Mobile engineers must ensure that the app is capable of parsing these links and navigating to the correct in-app location.

For growth teams, deep linking is a powerful tool to enhance user acquisition and retention strategies. By providing a direct path to content, deep links can significantly reduce the friction in the user journey, leading to higher engagement and conversion rates. It is crucial to test deep links thoroughly to ensure they work across different devices and operating systems.

Examples & formulas

An example of deep linking is when a user clicks on a promotional email link and is taken directly to a sale item within the app, bypassing the home screen.

Common mistakes

Not testing deep links across all devices, leading to broken links.
Failing to update deep links when app content changes, causing user confusion.