Mobile Linking Platform

A Mobile Linking Platform (MLP) enables seamless navigation between mobile apps and web content.

Why it matters

Improves user experience by providing smooth transitions between apps and web.
Increases user engagement and retention through deep linking.

How to measure

Track click-through rates and conversion rates from links.
Monitor user retention over 30-day periods.

Details

Mobile Linking Platforms are essential for creating a cohesive user journey across digital touchpoints. They allow users to move seamlessly from mobile web pages to in-app content or between different apps. This is particularly useful for marketing campaigns, where a link can direct users to a specific in-app location, enhancing the effectiveness of user acquisition strategies.

Implementing an MLP involves setting up deep links and ensuring compatibility with both iOS and Android platforms. Developers need to configure Universal Links for iOS and App Links for Android to ensure that links open the app directly when installed, or redirect to the app store if not.

Examples & formulas

An example scenario is using a deep link in a promotional email that directs users to a specific product page within an app, increasing the likelihood of conversion.

Common mistakes

Failing to test deep links across different devices and OS versions, which can lead to broken links.
Not updating links after app updates, which may cause user frustration and increased churn.