As the mobile application landscape continues to evolve, deep linking technology – a relatively untapped concept that uses a Uniform Resource Identifier (URI), which allows users to navigate from a website or app directly to the desired landing page. This process presents a seamless user experience and can increase conversion and retention rates significantly – ultimately acquiring longer-term users and decreasing uninstall rates.
With mobile penetration in Sub-Saharan Africa expected to reach 50% of the region’s population by 2025, and with a significantly young population embracing mobile technology, it should be no surprise that many app developers have turned to deep linking technology, putting app navigation and customer experience at the forefront of their plans.
Mobile comprises the majority of web traffic worldwide, and the vast majority of time spent on mobile occurs in-app. As deep linking gains momentum, it is paramount for customer growth, as well as posing a number of benefits:
- Enhanced User Experience
By streamlining user engagement and minimising the necessary steps required to access specific content, users can effectively interact with the application and locate desired information with much more simplicity. Deep linking provides a flexible method of guiding users through your ecosystem, ultimately enhancing the overall user experience. This enhancement has the potential to significantly boost sales, increase conversion rates, and elevate user retention.
According to a recent report, mobile apps yield conversions at a 157% higher rate than the mobile web. Therefore, utilising deep linking has become nearly essential in ensuring a smooth user experience for your clientele, leading to improved conversion rates as a direct outcome.
- Improved User Engagement and Retention
Maintaining user engagement and retention remains a key focus for app developers. Incorporating deep links effectively keeps users locked into your app’s ecosystem. Additionally, deep linking holds significant potential for rekindling user engagement, as users are more likely to spend time interacting with the app.
Statista reports that 57% of mobile app users will delete an app after the first month of use. So it is imperative that once a user has interacted with your app you employ deep linking to retarget them, and enhance their experience, ultimately encouraging their return.
- Advanced User Onboarding
Seamless user onboarding processes are essential in keeping customers interested in wanting to continuously engage with your app. Having a personal touch and connection helps build customer loyalty. Deep linking allows app developers to craft personalised user experiences. Utilising contextual deep links enables the personalisation of new user onboarding, specifically tailored to the source from which they downloaded the app. The more effective your new user onboarding is, the greater the likelihood of achieving successful conversion rates. Contextual deep links also allow for personalised app invites, including offers and incentives, during the user onboarding flow.
- Effective Attribution Tracking
Attribution remains a key pillar in marketing. As an app developer it is imperative to know and anticipate what your user target base will essentially be looking for, and make the process of finding it, as seamless as possible. With deep linking, app developers are able to trace the source of users and attribute app installations or actions to precise origins.
This feature can also prove valuable in measuring the effectiveness of marketing campaigns and user acquisition strategies. Through a single action, you can both lower your user acquisition expenses and guarantee that users are directed to the appropriate in-app destination.
- Seamless Cross-Content Promotion
Deep linking can be used as a highly impactful strategy by app developers, as it enables them to strategically promote specific app content across a diverse array of communication channels. These channels may range from social media and email newsletters, to other channels or applications within the digital landscape.
This approach not only broadens the potential reach of app content, but also provides a more fulfilling user experience that can be key in cultivating a loyal user base over time.
From an African perspective, there are a number of notable companies that have begun to implement deep linking technologies onto their platforms. Take African super app, Jumia for example, which uses deep linking technology allowing users access to specific products or categories within the app from search engine results, such as Google. From a search query on Google, a user is able to directly navigate to the Jumia app. Mobility giant Bolt has implemented deep linking technology that allows users to book rides directly from their messaging apps, such as WhatsApp for example. This feature makes it easier and more convenient for users to get a ride, without having to open the Bolt app first. Other notable African companies taking advantage of deep linking technology include Opay, Airtel (Money), and South African e-commerce platform, Takealot.
At AppsFlyer, we streamline the intricacies associated with deep linking across various platforms, inevitably eradicating the requirement for numerous tools and internal development efforts. Our deep linking extends beyond just improving the fundamental web-to-app use; they also facilitate smooth transactions for users across a multitude of channels. In addition to introducing fresh user journeys, we also continue to simplify the complex backend logistics associated with managing links.
With the world going through a global recession, deep linking could play a significant role during this period of economic downturn, especially as media budgets become more constrained. Now is the time for app developers to really focus on user experience and engagement.
As mobile app use continues to grow globally, so will the use of deep links – and in future, will make navigating between apps much like how we currently navigate between web browsers, but with much more fluidity.
