How Marketers Can Use Deep Links to Drive User Experience
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You’ve probably been hearing a lot about deep links – but what are deep links and how can they revolutionize user experience and your mobile marketing strategy? Watch the full webinar at http://bitly.is/DeepLinksWithURX Watch Matt Thomson, Chief Product Officer at Bitly, and Mike Fyall, Head of Marketing at URX, guide you through the evolving world of mobile marketing and answer your questions about deep links, the technology you need to stay at the forefront of the industry. In this webinar, you will learn: - What deep links are and why you need to use them in your app - How to prioritize this functionality to your marketing and dev teams - What tools you can use to track deep link success
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How Marketers Can Use Deep Links to Drive User Experience
- 1. How Marketers Can Use Deep Links to Drive User Experience Matt Thomson CPO, Bitly May 5th, 2015 | #BitlyAndURX View the Webinar: http://bitly.is/DeepLinksWithURX Mike Fyall Head of Marketing, URX
- 2. #BitlyandURX
- 3. Mobile UX is...Complicated 1 CLICK 21 TAPS #BitlyandURX
- 4. Deep Links Solve Shopping UX
- 5. Deep Links Shorten Path to Action #BitlyandURX
- 6. Connecting Web and Apps WEBPAGE https://www.airbnb.com/rooms/1827655 iPHONE APP airbnb://rooms/1827655 #BitlyandURX
- 7. Adoption Growing: 28% Today #BitlyandURX blog.urx.com
- 8. Let’s Bottom Line This #BitlyandURX mCOMM $33 BILLION lost in 2015 PUBLISHERS 5% chance of engagement
- 9. 3 Ways to Make Deep Links Work for You Tell the big guys (FB, Google, Twitter) where to send your customers Take customers to the right place from the same channels Harness your customer’s favorite apps to get them to yours 1 2 3 #BitlyandURX
- 10. Take Your Customers to the Right Place #BitlyandURX
- 11. Tell the Big Guys Where to Send Your Customers
- 12. Harness App to App Connections #BitlyandURX
- 13. Booking a Ride From Maps #BitlyandURX
- 14. Promote in the Right Context with AppViews #BitlyandURX
- 15. Get Started with Deep Links Make sure your app has deep links (ask your dev!) Build links that are device and app aware Target relevant apps to partner with Convince your web team to add deep link tags #BitlyandURX
- 16. Further Reading ● How to Convince Your CMO to Care About Deep Links: http://ddy.mn/cmo ● App Usage Patterns: http://ddy.mn/appusage ● Deep Linking Tags: http://ddy.mn/tags ● Mobile.deep.linking: http://ddy.mn/mdl ● Deep links content: http://bitly.is/URXrecap ● Industry deepscape: http://bitly.is/URXdeepscape ● 4 SEO Tips for mobile apps: http://bitly.is/mobileappSEO #BitlyandURX bitly.is/URXdiscount 25% OFF
- 17. THANK YOU Matt Thomson CPO, Bitly Mike Fyall Head of Marketing, URX
Editor's Notes
- We’re backed to a world where the walled gardens dictate how connected everything is. And while these walled-garden platforms have enabled amazing experiences (apps), they also create some unique challenges when it comes to communicating with customers and yield new experiences that beg for optimization.
- On mobile, getting to the right place takes too many clicks (or taps) for users which leads to a broken customer experience. Customers can’t get from the normal places they engage with your company (email, social, SMS) into the app. (Bitly) Customers can’t get from one app to another in an adequate manner which leads to the whole opening and closing routine. (URX) Example 1: My good friend, the Head of Data Science at Voxer, recently lamented about his experience on LinkedIn when I brought up deep links. He lamented how he’d get an email from LinkedIn teasing him with who just viewed his profile. But when his curiosity was sufficiently piqued, the email link would take him to a login page on Safari instead of immediately into the LinkedIn app. And like any good data scientist, he immediately quantified the problem. He found that for him, seeing who had looked at his profile took 21 taps on his iPhone instead of 1 on his laptop because LinkedIn didn’t have deep linking implemented in their app. Example 2: But this isn’t just a friendly UX debate among quants. A well-known broadcast media company has told me that their explicit goal is to get their customers from any location (Twitter, FB, SMS) to a long-form video in-app in 2 clicks or less. Right now, it’s 8 clicks.
- Mike URX: if this looks familiar, it is exactly what you might do on the web. Copy & paste a URL and its easy to take action. But on mobile, several advantages to driving traffic inside an app, particularly on purchase. Also, don’t need separate campaigns to for app users - single link that intelligently routes to the right place.
- Mike URX: Here is another example of power of deep links. On Twitter, which recognizes that I have Spotify installed. Super relevant message and call to action
- Mike URX
- Mike URX
- mCommerce If you’re an mCommerce company, you’re likely leaving about 11% of your potential revenue on the table. Right now, 70% of your mCommerce spend will come from your app. But you really should be at 81%. Those 11% aren’t likely moving to your other destinations to buy. They are just abandoning. At a macro level, this means that there is a $33 billion mCommerce retail opportunity being missed right now since the market is $298 Billion in 2015 but could be $331 billion. *These numbers are based on eMarketer noting that users spend 81% of their time on a device in apps (http://nyti.ms/1DWzWr3) and that 70% of this year’s mobile retail spend will come from apps instead of mobile web, according to Internet Retailer (http://bit.ly/1wIHKyW). ** The overall market number is additionally based on a Goldman Sachs study on mCommerce from April 2014. (http://ddy.mn/1AAF0jl) Publishers If you’re a social network or a publisher, customers struggle to get to the content you want to show because they only use 24 apps a month on average and 5 apps take up most of their time (FB, YouTube, Pandora, Gmail, Maps). That means you have a 1/19 chance of being used on monthly basis if you are waiting to be re-discovered.
- Take customers to the right place from the same channels - MATT WITH BITLY EXAMPLE Tell the Big Guys (FB, Google, Twitter) where to send your customers - MIKE WITH DISCUSSION OF TAGS Harness your customer’s favorite apps to get them to yours - MIKE WITH DISCUSSION OF APPVIEWS
- how to prioritize this to tech teams quick version of how to get started tags/URI checklist of stuff