Deferred deep linking is a mobile marketing technology that enhances the user experience by directing users to specific content within a mobile app, even if the app is not yet installed on their device. It's essentially deep linking, but with a "memory" that remembers the user's intended destination even after they install the app.
How does deferred deep linking work?
User clicks a link: This link contains metadata that identifies the specific content within the app.
Routing mechanism checks for app: If the app is installed, it opens the specific content.
Redirection to app store: If the app isn't installed, the user is redirected to the app store to download it (while the app is downloading, information about the intended destination is stored).
App initialization: After installation, the app checks for stored deep link information upon opening.
Redirection to content: The app retrieves the stored information and redirects the user to the intended content.
Why is deferred deep linking important?
Improved User Experience
Deferred deep linking ensures a smooth transition from external sources like ads or web pages to specific in-app content. By bypassing generic welcome or sign-up screens, users are directly taken to the content that interests them, leading to greater user satisfaction and encouraging repeated app usage.
Data-Driven Marketing
This technology allows marketers to create personalized campaigns by directing users to specific content or promotional offers based on their interests. By analyzing deep link performance metrics, marketers can optimize their campaigns for better results and ROI.
Increased App Installs
Deferred deep linking plays a crucial role in user acquisition. When users encounter content that aligns with their needs through deep links, they are more likely to download the app to explore further, ultimately boosting app installs.
Deferred Deep Linking Usecases
Deferred deep linking is incredibly versatile and can be employed across various marketing channels:
Referrals: Users who share a referral link with friends can direct them to specific content or offers within the app, eliminating unnecessary navigation for the new user.
Ad Engagements: Advertisers use deferred deep links to optimize ad campaigns by directing users from an ad directly to the relevant in-app content, significantly improving conversion rates.
Re-engaging Users: Targeted campaigns with deep links can re-engage users who have become inactive by reminding them of the app's value and offering incentives to return.
Coupons: Integrating deferred deep links into coupon campaigns incentivizes purchases by taking users straight to the discounted product or service, increasing conversion rates.
App Migration: When users upgrade to a new app version, deep links can ensure a smooth transition by directing them to the equivalent content or features in the updated app, minimizing user frustration.
Connecting In-store and Online Shopping: Retailers can bridge the gap between physical and digital shopping experiences by using QR codes with deferred deep links in-store, allowing users to access additional product information, reviews, or exclusive offers within the app.
Best Practices for Deferred Deep Linking
Attribution: Accurately attribute new users and conversions to specific marketing efforts through deep links, allowing for data-driven optimization of future campaigns
Personalization: Leverage user data and behavioral insights to create personalized experiences through deep links, enhancing engagement and conversion rates
Branding: Reinforce brand identity by aligning the design, messaging, and user experience of deep links with the overall brand, building trust and loyalty among users.
How to Setup Deferred Deep Linking in Swaarm?
Deferred Deep Links can be set up in Swaarm under the offer landing pages. You can create multiple landing pages with advanced targeting in addition to the default landing page you created that is from the General tab.
In addition to adding the other details like Redirect URL, Impression Redirect URL, advance targeting, you can now also include the Deferred Deep Link which will redirect users to the desired location in the app.
In the example below, lets say you have a page in the app that shows the items on sale and you want to redirect the users to that page directly, you can setup the Deferred Deep links in the following ways based on the technology you use inhouse for the same:
Android
iOS
Flutter
React Native
Where can you use deferred deep links?
Social media to app: Engage followers and convert them into app users by incorporating deferred deep links into social media posts, leading them to exclusive content or promotions.
Web to app: Offer a seamless transition for users coming from a website by strategically placing deep links within website content, improving user engagement and conversion rates.
SMS/Push notification to app: Enhance the effectiveness of SMS and push notifications by using deep links to direct users to time-sensitive promotions, personalized recommendations, or exclusive deals, ultimately increasing app usage.
Email to app: Drive conversions from email marketing campaigns by embedding deep links that showcase new features, product launches, or discounts, maintaining brand consistency and building user trust.