Perhaps the most prevailing tenet in mobile commerce, "cutting the clicks" is both the advantage and challenge retailers find when developing their mobile experiences. As technology moves forward, we find more and more solutions to make mobile buying more accessible to consumers, and profitable for retailers.
Mobile apps offer one of the most – if not the most – significant advantages to mobile shoppers who want better small screen experiences. The native usability, streamlined navigation and built-in features make apps the superior option for mobile commerce in nearly every circumstance.
As a retailer, offering your customers an app to shop on is an essential first step. However, further capitalizing on your app's functionality is also vital. There are so many ways to do this, from enabling one-click checkout, to social login and cross-device sign-in, to name a few.
Another useful tool? Deep links.
Deep links let users click on a specific piece of content (like a product) from anywhere on the web, and be taken to that same piece of content within your app. The most common usage for deep links is within marketing collateral. For example, if you send emails to customers, you can utilize a deep link to connect readers directly to the sale section in the app – the same items promoted in your email. Without deep links, a user would need to see the email, read it, remember it, and open (or download) the app, then find the product promoted. The purpose of deep links is straightforward: cutting the clicks to purchase. They reduce friction, frustration, and wasted marketing efforts.
For users who don't already have your app installed, a deep link directs right to the app's listing in the app store, encouraging immediate download.
The results speak for themselves: Branch found a 65% increase in app sessions over traditionally linked emails.
Thousands of brands see major success through deep links. Instacart, the grocery delivery service, sends users deep links within marketing emails that link directly to grocery items they’ve purchased in the past. Instead of sending users who click the email into the app’s abyss, they go directly to the item they’ve bought before, and choose whether to add it to their order. After implementing deep links, Instacart increased their click-to-purchase rate from 1% to 6%.
Every Shopgate app comes equipped with deep linking capabilities, ready to plug and play, amplifying all your app marketing efforts. For more information on our best practices for every aspect of app marketing, download our report, The App Marketing Playbook.