How Deep-Linking in Apps Boosts User Engagement

The mobile app industry has witnessed an overcrowding of apps on all major app stores. There are the apps for ordering food, tracking your health and fitness, calling cabs and so on. In order to beat the competition and ensure that your app is able to hold the interest of the users, your marketing strategies need to be augmented by the latest trends. It is a well-known fact that getting a user to install an app is tough but getting them to use it after the installation is tougher. This is where deep-linking apps come to the rescue.

According to Localytics, 17% of the health apps, 27% of gaming apps and 30% of the food & beverage apps are abandoned after the first use. Generally speaking, one out of four apps are not used for the second time by a user. They are either uninstalled or left unused in the mobile device. Therefore, getting your app discovered and used by the audience, you need to implement deep-linking ads that not only make your app visible but also enhance the usability.

What Exactly is Deep-linking?

Deep-linking is a functionality that is implemented with advertisements so that when the users click on it, they are taken directly to the section of the app where the product offered in the ad is displayed. Deep-linking is done to target the mobile users who search for products on the web or happen to see an ad on social networking websites like Facebook, Instagram or search engine result pages. Deep-linking can be used for both mobile app install ads and app engagement ads. In the case of an install ad, the users are directed to the app stores in case they do not have the app already installed on their mobile device.

Segmentation Of The Audience

It is a crucial step that lets you identify your audience based on their activity and preferences. There are predefined events that you can choose from, or create your own custom event. Doing this will help you create audiences from the in-app activity. You will be able to present targeted advertisements so that the probability of conversion is enhanced. Also, it will be easy to assess the success of the campaigns.

Deep-linking Drives Engagement And Boosts Revenue

People use mobile apps for availing a lot of services online. They would prefer an app over a mobile site as it is more convenient to operate. When users come across an advertisement of a deal or offer (without deep-linking) on a website or social media platform and click them, a mobile website will open up in a new browser. It can be annoying for many of them.

When a deep-linking ad is used, the offer that is advertised is aligned with the app and the user is able to avail it through the mobile app. This kind of app is the best suited for e-commerce apps that offer products or services like Amazon, Uber, etc. Games like Zynga and Farmville have also used such ads to reach out to the dormant users and those who had deleted the app. Zynga received 5.6 times the returns on the money spent on the ads by offering a flat 10% off on in-app purchases through deep-linking advertisement.

Other Compelling Reasons To Have Deep-linking Features Enabled In Your App

♦  Deep-linking can enhance the efficiency of email marketing of your mobile app
♦  Sharing a specific app content through email, social media or chat applications will be easier with deep-linking
♦  Reengagement of the users is possible with deep-linking advertisements.
♦  It is will be easier to get your app’s content visible across diverse channels.

Summing Up

These are some of the general benefits that are associated with deep-linking. As you develop your own app, you will explore many other advantages of deep-linking depending on the target audience, nature of the business and functionalities of the app. Using this amazing methodology of deep-linking, an app can engage the users on a more personal level and also boost the revenue as well as profitability.

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