How deep linking works: 5 key benefits and best practices for optimal results

Deep linking is a versatile method of improving key metrics such as retention rates and engagements. By enabling users to move from the web to app (and back again), deep links optimize the user journey, making the process as user-friendly as possible. Our deep linking documentation and breakdown of how to deep link into an app cover the topic’s critical questions, but if you’re in the early stages of implementation, here you’ll find how to maximize the benefits of using deep links with best practices to consider before setting up.

What are the benefits of using deep links?

There are so many reasons deep links are an essential part of a mobile marketer’s arsenal. These can be highlighted by the five key advantages of using deep links below, each contributing to one of the industry’s most powerful engagement tools.

1. Deep links streamline the user experience

Once you know how to deep link to an app from an ad, a single click connects a user to your chosen destination. There’s no signposting, no multiple guessed paths and no irritated customers who are forced to locate an item themselves. The same logic applies when you deep link from an email to your app.

2. Deep links create unbreakable user funneling

Reducing friction should never be overlooked — after all, this is arguably the most powerful benefit of deep linking. When clicking on a deep link, a user is sent directly to a specific in-app location. As well as improving UX, this also means you can optimize campaigns around a single page, stage or catalog without worrying about user navigation.

3. Deferred deep links bolster your UA campaigns

A key question covered in our deep-dive into deep linking was “what happens if a user doesn’t have my app?” With deferred deep links, your campaigns can acquire users and send them straight where you want them — even if they don’t have the relevant app installed on their device.

With deferred deep links, a user who clicks an ad but who doesn’t have your app installed can be directed to the App store instead. Then, because the data from their click is logged, that user is automatically sent to the intended destination after they’ve installed the app. This boosts your conversions and provides users with the content that drove that install as soon as they open the app.

4. Deep links improve your attribution

Not only can you use deep links to drive engagement, but you will also be able to see the source of those conversions. In one action you can reduce your user acquisition cost and ensure users are directed to the right in-app location (with an accurate way of knowing where the engagement can be attributed.)

5. Deep links convert better than any other link

Not only are deep links a smart way to improve the user experience, but their conversion rates far surpass other links. With deep links, you’re likely to see retention rates increase, as well as heightened conversions. For example, if you have an e-commerce app, deep links can help you convert the 51% of mobile users who prefer to finish their transaction in-app.

Best practices for deep linking

There are many ways to use deep links to great effect, but also many ways to misfire. So let’s breakdown everything you need to master the art of deep linking.

Retarget, retarget, retarget

As we’ve said, deep links are all about clever retargeting strategies. With special parameters set up, you can direct users anywhere within the experience, such as offering certain reward pages.

For e-commerce, the chance to send users directly to a preferred destination such as a category within a catalog, or to an item for which they’d previously searched, can increase direct sales made through the app. Users view 4.2 times more products when browsing in-app (compared to mobile web), so the value of driving in-app engagements is greater than a single conversion.

Getting to the users who have your app installed means more power over their mobile experience. Deferred deep links allow you to send them to a specific location with the knowledge that they won’t end up in the app store instead.

Use deep linking for referral benefits

Whether you’re targeting new or existing users, using deep links combined with incentives (and a convincing creative) encourages users to open your app. Although the specifics vary, incentives can be used to great effect for all verticals. For example, Gaming apps can offer in-app currency while E-Commerce apps can reward customer loyalty with a discount on specific products.

Don’t allow your links to break

Whether it’s a feature release or just fixing bugs, an app is in a constant state of change - and if you have deep links pointing to a page that’s no longer there, you have to be wary of what might happen.

Mobile deep links aren’t as easy to redirect as they are on the web, mainly because users will update apps at different rates -- meaning a deep link will work for a portion of your users, whereas others are directed to an empty page. Needless to say, this is bad news for UX. To find out how Adjust can help, along with more information on fallbacks and troubleshooting, see our deep link documentation.

Don’t ignore the ‘right corner evil’

One clever feature specifically on iOS is the use of ‘breadcrumbs,’ which allow users to navigate quickly between a page or an app they’ve just visited and a suggested destination. If clicked, the user can jump from app to web, and back again.