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Discover how deeplinking works, an increasingly common digital marketing practice. Improve theuser experience and boost your business with this powerful technique.
Deeplinking is an increasingly common practice in the world of digital marketing. It's a technique that involves creating links that redirect users directly to a specific page within an application, rather than to its homepage. This approach allows users to quickly and easily access relevant content, thus improving their user experience. In this article, we'll explain in detail how deeplinking works and the various benefits it can bring to businesses.
What is deeplinking?
Deeplinking is a technique used in mobile and web application development to direct users to specific content within an app or website. Unlike traditional links that redirect users to the homepage of an app or website, deeplinking allows users to go directly to a specific page, increasing engagement and user experience.
The main goal of deeplinking is to facilitate access to specific features or targeted content within an app or website, avoiding additional navigation steps. This can be very beneficial for users, saving them time and allowing them to immediately access what they are looking for.
Why use deeplinking?
Increased user engagement
Deep linking helps improve user engagement by providing direct access to relevant content or specific features. By providing a smooth and fast user experience, users are more likely to interact with the app or website.
Improved user experience
By allowing users to directly access specific content or features, deep linking improves the user experience. This prevents users from wasting time navigating the app or website unnecessarily in search of what they want.
Increase in conversion rate
Deep linking can also increase conversion rates by making it easier to access specific features that can lead users to take desired actions, such as purchasing a product or signing up for a subscription.
Ease of content sharing
Deeplinking makes it easier for users to share specific content. Instead of sharing just the app or website link, users can share deeplinks that direct recipients to the specific content being shared.
How does deeplinking work?
Deeplinking works by using specific URLs that redirect users to specific content or functionality within an app or website. These URLs are made up of different elements, such as the base URL, URL scheme, application ID, and application-specific parameters.
When a user clicks on a deeplinked link, their device's operating system (iOS, Android, etc.) recognizes the URL scheme and directs the user to the corresponding app. The app then interprets the specific parameters in the URL and displays the content or activates the associated functionality.
The components of deeplinking
Base URL
The base URL is the initial part of the deeplinked URL that identifies the website or application. It is usually followed by the URL scheme and other parameters.
URL Scheme
A URL scheme is a string of characters that identifies a specific application on a device. Each application has its own unique URL scheme, allowing the operating system to redirect users to the correct application when they click on a deeplink.
Application identifier
The application ID is an application-specific parameter that embeds the deeplinked URL. This ID allows the application to recognize the specific action or content to display when the user is redirected.
Application-specific settings
Application-specific parameters are elements of the deeplinked URL that provide additional information to the application to display content or enable the desired functionality. These parameters can take various forms, such as object identifiers, user information, search filters, and more.
Universal Settings
Universal settings are settings that can be used to enable a feature or display specific content across different platforms or apps. For example, a deeplinked link might contain universal settings to open a messaging app and compose a new message.
Examples of deeplinking on different platforms
Deeplinking on iOS
On iOS, deeplinks are typically used with the URL scheme "myapp://" to open a specific app. For example, a deeplink to open a music app might look like "myapp://music".
Deeplinking on Android
On Android, deeplinks are typically used with the URL scheme "myapp://open?" followed by an app ID and specific parameters. For example, a deeplink to open a shopping app with a specific product might look like "myapp://open?app=shopping&id=123."
Deeplinking on the web
Web deeplinking is used to redirect users to a specific mobile app when they access a website from their mobile device. This is typically done using a deeplink that includes the app's URL scheme and specific parameters.
The benefits of deeplinking on mobile
Deep linking on mobile offers numerous benefits for both users and app developers. For users, it allows for easier and faster access to specific features and content. For developers, it can increase user engagement, conversion rates, and facilitate content sharing.
By allowing users to go directly to what they're looking for, mobile deeplinking can also reduce frustration and barriers to conversion, which can be beneficial for businesses.
The challenges of deeplinking
However, deeplinking can present some challenges, particularly in terms of cross-device compatibility, technical setup, and inconsistent user experience.
Cross-device compatibility
Deeplinking can be more complex when it comes to directing users to a specific application on different devices and operating systems. Each operating system has its own URL schemes and redirection rules, which can make deeplinking more difficult to implement universally.
Technical configuration
Setting up deep linking requires technical configuration at the application and website levels, which can be challenging for some developers. Care must be taken to ensure that URL schemes are configured correctly and that specific parameters are interpreted correctly by the application.
Inconsistent user experience
When deeplinking is used inconsistently or poorly configured, it can lead to a confusing or frustrating user experience. For example, if a deeplink doesn't work properly or redirects users to the wrong page, it can lead to a loss of trust and decreased engagement.
Deeplinking best practices
To make the most of deeplinking, it is important to follow certain best practices, such as :
Choosing the appropriate URL scheme
Choosing a unique and appropriate URL scheme for each application is essential to avoid conflicts and ensure proper user redirection. It is also important to document and communicate the URL scheme to users and third-party developers.
Using application-specific parameters
Application-specific settings must be used judiciously and consistently to ensure that the application displays the desired content or enables the desired functionality. It is important to document settings well and use them in a standardized manner throughout the application.
Testing and monitoring deeplinked links
It's crucial to regularly test and monitor deeplinks to ensure they're working properly and redirecting users to the right content. Deeplink tracking also helps analyze performance and optimize deeplinking strategies.
Current trends in deeplinking
Deeplinking continues to evolve and adapt to new technologies and user needs. Here are just a few of the current trends in deeplinking:
Deeplinking with mobile applications
Deeplinking with mobile applications continues with new features and capabilities. For example, many apps now allow deep linking to specific screens within the app, providing a more personalized user experience.
Deeplinking with voice assistants
Voice assistants such as Siri, Google Assistant, and Alexa now offer the ability to navigate within apps using voice commands. Deeplinking is used to redirect users to specific sections of the app in response to voice commands.
Deeplinking with social networks
Social networks are increasingly using deeplinking to allow users to directly access specific content shared on the platform. For example, clicking on a deeplinked link in an Instagram post can open the corresponding app and display the shared content.
Conclusion
Deeplinking is a powerful technique that can improve engagement and user experience, increase conversion rates, and facilitate content sharing. By providing direct access to specific content and features, deeplinking enhances the overall user experience and can positively impact business results. However, to get the most out of deeplinking, it's important to understand its components, follow best practices, and stay informed about current trends. With careful implementation, deeplinking can be a powerful tool for developers and marketers.
