User retention is the defining metric for successful mobile apps. The value of incorporating deep links into user retention strategies has been proven not just in quantifiable metrics, but also in intangible benefits like a memorable user experience.
In my previous post, I discussed the science behind deep linking and how to implement it. Now, let’s see why deep linking is a killer tactic for customer engagement and retention.
Many businesses are already running personalized drip campaigns or push notifications to onboard new users — or maybe both.
But first-name level personalization isn’t enough. You need behavior-based personalization to truly engage users.
Duolingo is an excellent example of a deeply personalized onboarding flow. If for some reason you install and then do not return to the app, the way they reach out to you reminding of your progress and steps left to complete the onboarding.
Too many apps share a coupon code via email or push, leaving users to launch the app, navigate to their cart, add the coupon code… and not doze off in the middle.
Deep linking is so much more user-friendly.
Instead of sharing the cart link and a coupon code, a deep link can automatically apply the relevant coupon code when a user clicks. The user is taken right to their cart, sees the discount auto-applied, and clicks checkout. Isn’t that better?
Adding deep linking to remarketing campaigns gives you an extra edge. When someone clicks an ad, they get to the exact point where they dropped off. Deep links deliver a seamless user experience.
Take a look at Uber’s referral marketing, which takes advantage of deep links.
When a user signs up with a referral link on Uber, their first ride is free. There’s no hassle of entering complicated referral codes.
There’s no doubt that deep links are becoming an essential part of the mobile marketer’s toolkit. And we’ve now discussed how to use deep links to move the needle for user acquisition, engagement, and retention — the 3 critical metrics for mobile app growth.
Are you using deep linking in your mobile marketing campaigns? Share your thoughts in comments below, and let us know how you’re using deep links to improve your user experience.