How to Create Deep Links and How to Use Them in Marketing
Let me explain the concept of cross-platform deep linking in a different way. You may possess a greater understanding of its intricacies than you initially thought.
Deep linking, at its essence, grants users direct entry to particular web pages instead of just the main pages on the internet. To illustrate, suppose I'm engaged in online shopping on Nordstrom.com.
A typical link would lead me to the homepage. Still, deep links would take me directly to a specific product, like the fresh running shoes I've meant to purchase to finally fulfill one of my long overdue New Year's resolutions.
Even though we may not be aware of it, we frequently encounter and engage with web-based demonstrations of deep linking.
Why Deep Linking Matters
In the scenario where a user, who has already installed the application, taps on a deep link but is redirected to an app marketplace, their immediate reaction would be to exit. The situation is no different if a user clicks on a product advertisement and is only directed to the app's homepage.
To enhance conversion and retention rates and keep your valuable users engaged, guiding them to the appropriate location is crucial. Deep linking facilitates a smooth user experience by simplifying the transition from the web to the app.
Deep linking holds significant importance in the mobile realm due to the fragmented nature of the mobile landscape. Within less than a minute, users can swiftly transition from an email to the mobile web, then to an app, and even to a text message, only to return to their original starting point.
Mobile users anticipate a seamless experience akin to desktop usage, where encountering broken links or incorrect paths is a rarity. If the user encounters disruptions, they are likely to swiftly abandon the journey, with slim chances of a subsequent return.
As digital marketers, we invest considerable effort in persuading individuals to install and utilize our apps. According to research conducted by comScore, even though consumers spend 57 percent of their digital media time within mobile apps, enticing them to download new applications remains challenging.
Creating Deep Links
If you're intrigued by exploring this strategy, you can utilize the following three straightforward steps to optimize the process.
Step 1: Set Clear Goals
One of the notable advantages of deep links lies in their relevance to your targeted buyer persona. By setting specific goals related to your audience, you can enhance the power of specificity.
Alternatively, you can fine-tune your efforts to achieve greater targeting. Let's consider a scenario where you aim to prompt users with items in their shopping carts to proceed to checkout. In this case, utilizing email to send a deep link to each user, directing them to their account and facilitating their purchase, can be an effective strategy.
Establishing a goal can also assist you in tailoring your landing pages to maximize their effectiveness, such as incorporating a prominent sign-up button. Keeping this in mind, make the most out of your deep links. Moving beyond the homepage can encourage greater customer engagement.
Step 2: Select an Appropriate Destination Page
When deciding on a page to create a deep link for, it's important to consider how you can optimize the incoming traffic. By identifying posts that could benefit from more views or specific products that would appeal to a particular subset of customers, you can prioritize deep links to these pages and maximize your outcomes.
Whichever approach you adopt, ensure that it aligns with the interests of your target audience. Thoughtfully selecting the posts you link to will enable you to leverage existing interest and engagement. Incorporating a compelling call to action (CTA) can encourage audience participation.
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Furthermore, presenting your content with a clear and descriptive title is valuable. This approach will facilitate visitors in understanding the correlation between each post and its corresponding URL.
Step 3: Use a URL Condenser
A compact link holds significant potential. Users tend to favor concise URLs that eliminate unnecessary elements. You project a more polished and credible image by reducing the clutter and presenting a streamlined appearance. Consequently, this encourages your audience to readily click on your links, leading them to discover relevant and engaging content.