Posted on November 8th, 2021
Developers on the iOS App Store should plan in advance of the upcoming Holiday Schedule to allow enough time for apps to get approved during the busy holidays.
When users need your app, it should be no more than a tap away.
That often means being able to go to an exact page in an app in an instant, rather than minimizing the screen, swiping to the app, opening it and navigating to the page. Deep linking can solve this issue.
You can deep link iOS and Android apps to help users find your app and open it to the exact page you need. Deep linking can also help your App Store Optimization, making it a valuable tool for app developers and marketers alike.
What is deep linking?
Deep linking is a way to direct users to your app from a mobile link. It uses contextual data to launch the app and bring users to a specific location on it with just a tap.
When mobile users click on a link, it will launch the app and open it to the exact page they need. This allows users to maintain a sense of flow and continuity between mobile browsers, ads and apps.
Say you’re reading an article online, and the article cites a tweet. On a web browser, clicking on that tweet would direct you to the Twitter website. On a mobile browser, clicking on that tweet instead opens the Twitter app and brings you directly to the tweet.
If you have the app installed, it will immediately open the app. If you don’t, it may give you a prompt to download it.
This is deep linking in action.
We can see deep linking used for a number of apps, not just social media ones.
If you go to a mobile shopping website like eBay, you may receive a prompt to view the content in the app. With deep linking, this will take you to the same product page on the app. From there, you can continue shopping without losing your place or emptying your shopping cart.
Similar deep linking can be seen for cooking apps. If you look up a recipe online, the page may suggest you view the recipe in the app.
This can be used for a wide range of app types. Users searching for homes for sale can be directed right to a real estate app and a specific listing, or users looking up an address can open it directly in their navigation apps. What matters is that it directs users to the app as it relates to their query.
There are three types of deep links to consider: traditional deep links, deferred deep links and contextual deep links. Each one works in slightly different ways, but the goal of each is to direct users to the app.
A traditional deep link will only open the app if a user has it installed. Clicking the link will allow users to view the page in their app by opening it immediately, but if they don’t have the app, the link will not work.
Users can still download the app themselves, but this will require them to manually go to the App Store or Play Store, search for the app and download it. They will not be directed to the content they came for unless they find the link again.
Deferred deep links can work even if users don’t have the app installed. In this case, clicking on the link will direct users to the App Store or Play Store, where they can download it immediately rather than have to search it out themselves.
Once the app is installed, it will open directly to the content the user was looking for.
Contextual deep linking goes a step beyond deferred deep linking. Not only does this allow users to install the app, it also provides information about where the link was clicked, where the users want to go and more.
This provides added value for app developers. The contextual information helps developers see what users are drawn to, which they can use for their optimization strategies. It can also be used to create personalized welcomes or referral programs, adding additional benefits to users.
How can deep linking be used to help your App Store Optimization? To put it simply: deep links drive users to your app.
Any source that can direct traffic to your app can be valuable for ASO, and deep linking is no exception. This can help whether or not the user has the app installed.
If the user has the app installed, deep linking can increase their usage. The more frequently users open an app and actively utilize it, the better your metrics will be. It may also remind users that they can always go directly to the app.
Deep linking can also be helpful for onboarding new users. Prompting them to download the app can provide additional conversions, and if it immediately directs them to the page or product they were looking for, it creates a strong first impression. This is a great way to get new users instantly involved.
Of course, just because deep linking can direct users to the app does not guarantee they’ll convert. You’ll still need an app listing designed for conversion optimization, otherwise users may decide to search elsewhere. With good App Store Optimization and deep linking, you can reach users across the web.
Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.
App Store Optimization is an involved process that should be regularly revisited based on recent changes in trends. Iteration is one of the key drivers for success in ASO.
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