Any mobile marketer who’s serious about retargeting needs to understand the benefits of deep linking. Here’s a scenario: you’ve launched an advertising campaign for your app, and you’ve managed to capture people’s interest. Nice work – that’s an achievement in itself. But your job is only half done. If you hope to convert those interested visitors into paying customers, you better be serving up relevant content.
By deep linking users from the ad to a specific screen in your app, instead of just the generic home screen, you can deliver a more personalized and engaging experience for the user.
And let there be no doubt: personalization is the key to conversion. According to a study by Appsflyer, users who come to your app via a deep link are 2.5x more likely to convert than those who come via a regular attribution link. It’s also been proven that deep-linked users are twice as likely to spend money inside apps.
The benefits of deep linking
Picture deep linking like a high-speed elevator. It picks up your user on the ground floor and transports him or her to a specific location. Deep linking gives you the ability to redirect users to a part of your app they’ll find most relevant or interesting.
Here’s a hypothetical example. Food ASAP is a popular food delivery app. To re-engage with dormant users, the developers decide to launch a retargeting campaign. The developers create two versions of the campaign, for two different audience groups – let’s call them Segment A and Segment B. Based on order history, the developers know that Segment A prefers vegetarian food, while Segment B has a serious sweet tooth. These insights inform the developers’ marketing decisions.
When the campaign launches, each segment is retargeted with a personalized version of the ad, which contains a unique deep link. When someone from Segment A clicks the link, he or she skips the home screen and goes straight to a page showing the latest vegetarian restaurants. Users from Segment B, meanwhile, get sent to a page with the most popular dessert restaurants.
The below visuals illustrate the deep linking process for users in Segment A and Segment B.