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More About Deep Linking:


Deep linking works by embedding a hyperlink within various digital content—whether it's a social media post, an email, or a digital ad—that directs users to a particular section or functionality of an app. This eliminates the need for users to navigate through multiple screens to find what they’re looking for.

For example, imagine you receive a promotional email from your favorite shopping app. Instead of clicking the link and being taken to the app's homepage, a deep link will take you directly to the product page that was featured in the email.

Did you know? Deep linking can boost conversion rates by up to six times compared to generic user journeys. On smartphones, while generic links have a 5% click-to-install rate, deep linking directs users straight to the desired content, making actions more likely!


Let's check out an image that explains deep linking.

Image explaining deep linking, illustrating how it directs users to specific content within a mobile app or website rather than just the homepage

Let's now explore different types of deep links.


1. Conventional Deep Link - A conventional deep link directs the user to a specific page within a mobile application, but it only works if the app is already installed. If the app is not installed, the user will be shown an error message or redirected to a fallback URL.

Example: A Facebook ad promoting a new feature in a fitness app uses a conventional deep link. When users click on the ad, they are taken directly to the new feature page in the app, provided they have the app installed.

2. Deferred Deep Link
-Deferred deep links are more versatile. They direct users to the desired content regardless of whether the app is installed. If the app is not installed, the user is first taken to the app store to download it. Once the app is installed, the user is automatically directed to the intended content.

Example: An email campaign promoting a special offer in an e-commerce app uses a deferred deep link. Users who don’t have the app installed are first directed to the app store to download it, and once installed, they are taken directly to the special offer page.

3. Contextual Deep Link - Contextual deep links offer all the functionalities of deferred deep links and more. These links can carry additional information such as where the link was clicked, who shared it, and other user-specific data. This data can be used for personalized marketing and better user experience.

Example: A tweet sharing a playlist on a music streaming app uses a contextual deep link. When users click on it, they are taken directly to the playlist. The app also knows that the link was shared on Twitter and can offer tailored recommendations based on this data.

Let's check out another image that shows what happens when deep linking is not implemented.

Image showing the consequences of not implementing deep linking


Let's check out the benefits of deep linking:

  1. Enhanced User Experience: Deep links save users time by taking them directly to the content they are interested in, thereby improving the overall user experience.
  2. Increased Engagement: By making it easier for users to find specific content, deep links can boost user engagement and retention rates.
  3. Better App Discoverability: Deep links can improve app discoverability by directing new users to specific content, thereby increasing the likelihood of app downloads.
  4. Improved Marketing Metrics: Deep links provide valuable data on user behavior, which can be used to optimize marketing strategies and measure campaign effectiveness.

Let's now look at some real-life examples of deep linking:

  • Instagram Ad for Nykaa - A beauty store like Nykaa might run an Instagram ad featuring a new product. The ad's call-to-action (CTA) button, "Shop Now," uses a conventional deep link. When a user clicks the button, they are taken directly to the product page within the Nykaa app, provided they have the app installed. If not, they might be shown an error message or a fallback page suggesting they download the app.
  • Event Promotion Email - A music festival sends out an email promoting its lineup. The email includes a deferred deep link that directs users to purchase tickets within a ticketing app. If users don’t have the app installed, they are first directed to the app store. Once the app is installed, they are taken directly to the ticket purchase page.


Here's how you can implement deep linking:

  1. Define Your Goals: Start by setting clear objectives for your deep linking campaign. Whether it’s driving traffic to a specific product page or promoting a new feature, having a clear goal will guide your strategy.
  2. Create Destination Pages: Build specific landing pages or app screens that the deep links will direct users to. Ensure these pages offer relevant and valuable content to meet user expectations.
  3. Use Link Shorteners: Utilize link shorteners to manage and track your deep links. This not only makes the links more user-friendly but also allows for better tracking of clicks and engagement.

Frequently asked questions

What is Deep Linking and How Does it Work?

Deep linking is a technique that uses a hyperlink to direct users to a specific page or content within a mobile application, rather than just the app's homepage or a generic webpage. This method enhances user experience by taking them directly to the content they are interested in, saving time and effort.

What are the Different Types of Deep Links?

There are three main types of deep links for your business. Conventional deep links take users to a specific page within an app if it's installed; otherwise, they lead to an error. Deferred deep links work even if the app isn't installed, sending users to the app store first and then to the specific content after installation. Contextual deep links offer all the features of deferred links, plus additional data like the click source and intended destination, which helps in creating personalized experiences and improving campaign performance.

Why is Deep Linking Important for User Engagement?

Deep linking significantly improves user engagement by streamlining the user journey. By guiding users directly to the content they seek, deep links reduce friction and enhance the overall user experience. This leads to higher retention rates, more frequent app usage, and improved user satisfaction.

How Can I Implement Deep Linking in My Marketing Campaigns?

Implementing deep linking in your marketing campaigns can be simple by following a few steps. Start by defining clear objectives, such as driving app installs or boosting engagement. Next, create destination pages within your app that align with these goals, ensuring they are user-friendly. Use link shorteners to simplify and track your deep links, and regularly monitor their performance to optimize future campaigns based on user behavior.

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