mobile summit 2016 porto alegre
TRANSCRIPT
Deep linkingHow it works and how to
implement it.John Calistro • Evangelist, Branch
@JohnCalistro • @branchmetrics
John CalistroDeveloper & Evangelist
ABOUT ME Branch Evangelist
• Mobile Growth
• Appsterdam Brasil
• CocoaHeads Brasil
• Twitter Developers Community
• Facebook Developers Circle
• Mobile First
• Palo Alto, CA• 2 years in business• $53M+ in funding• 75 full time employees• 15,000+ apps• Over 1.5 billion users deep linked
A mosaic of app icons from the Branch community
INTROAbout Branch
zappos.app.link/redshoes
SHORT LINKS DEEP LINKING ATTRIBUTION
zappos.app.link/redshoes
branded, short links
cross platform (6000+ edge cases)
mobile optimized
red shoes on website
red shoes in app
view click install purchase
WHAT IS BRANCH?
15000+ appsBranch links for world-class partners.
State of Mobile
NATIVE MOBILE IS TAKING OVER + DRIVES MORE REVENUE
Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-saleshttp://www.businessinsider.com/time-spent-mobile-browsing-vs-apps-2015-9
http://colehaan.com
…Native app
converts1.5x
desktopand
3x mobile web
While desktop
still converts
2x mobile web...
http://colehaan.com
3.7 hours per day in
app
20 minsper day on
mobile web
2015 Holiday Shopping Season Recap from the IBM Watson Trend Hub
MOBILE IS A GROWING FRACTION OF REVENUE
THE APP STORE IS SATURATEDApps released per month by year
APP DISCOVERY IS BROKENAverage count of ratings by year
AND DEVELOPERS ARE GIVING UP FASTERApps app lifetime by year
More apps launching per year
Your website can unlock discovery
Discovery is broken for new apps
And it’s accelerating...
Companies are giving up much faster now
Use a smart banner or interstitial to drive installs
TRENDS TO TAKE ADVANTAGE OF
GET THEM IN THE APPcolehaan.app.link/pinch-campus-penny-loafer-sequoia-ivory
Make your links work on mobile
MOBILE DEEP LINKING IS CRITICAL
What is Deep Linking
A deep link takes you to specific page.
Most web links are deep links.
WHAT IS DEEP LINKING?
DEEP LINKhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory/W00304.html
This is a deep link. It links to a pair of shoes on ColeHaan.com
WHAT IS DEEP LINKING?
DEEP LINKhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory
This is a deep link. It links to a pair of shoes on ColeHaan.com
WHAT IS DEEP LINKING?
DEEP LINKhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory
This is a deep link. It links to a pair of shoes on ColeHaan.com
NOT A DEEP LINKhttp://www.colehaan.com
This is not a deep link. It links only to the homepage, not a particular item.
WHAT IS DEEP LINKING?
NOT A DEEP LINKhttp://www.colehaan.com/
This is not a deep link. It links only to the homepage, not a particular item.
DEEP LINKhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory/W00304.html
This is a deep link. It links to a pair of shoes on ColeHaan.com
WHAT IS DEEP LINKING?
Your web link does not work with your app.
BROKEN ON MOBILEhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory
This same deep link that works on desktop is broken on mobile
MOBILE DEEP LINKING IS BROKEN
Your web link is dropping high quality traffic BROKEN ON MOBILEhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory
This same deep link that works on desktop is broken on mobile
MOBILE DEEP LINKING IS BROKEN
The Problem and Solution
NATIVE APPS ARE CUT OFF FROM THE WORLD
BRANCH: CONTEXTUAL MOBILE DEEP LINKING
Deep links are everywhere. Ads in your Facebook feed. Promo emails for shoe sales. URLs that friends share from Amazon.
Every search you do on Google returns a long list of deep links.
Deep links all have something in common: when you click, the next thing you see is what you clicked on.
Make links to content in your app work just like links to content on the web
Branch deep linking is the missing piece between the content inside your mobile app and the outside world.
DEEP LINKING IS THE MISSING PUZZLE PIECE
Contextual mobile deep links can be used everywhere to connect your customers to exactly the content they expect, using whichever experience is best for their device:
● Websites for desktop visitors● Native apps for mobile devices
Mobile deep linking gives you back all the tools and techniques you’ve always used
AND THE BEST PART:When customers don’t have your app yet, you can redirect them to download it, and then seamlessly pick up right where they left off. Context is never lost!
Brands that implement contextual mobile deep linking see huge benefits
180%EngagementSign ups Retention
190%200%
For users who receive a deep linked experience
RESULTS WITH DEEP LINKS
HOW DEEP LINKS WORKOn mobile On the web
Features
USED BY:
SMART BANNER
3xdaily downloads
Seamlessly convert users from mobile web to app
— Lauren Picasso
Director of Marketing,
“Deep linking from web to app with Branch was a game-changer for us at Jet. This is the single biggest no brainer for mobile ecommerce in 2016.”
USED BY:
DEEPVIEWS
6xclick to install
rate
Show your users app content before install
USED BY:
TEXT ME THE APP
42%click to install
rate
Convert desktop users to app downloads
USED BY:
65%sessions from
Make app email marketing seamless
USED BY:
ADS
16%cost per install
Optimize conversion from Ads using links that keep context
CONTENT ANALYTICS
50%cost per install
Identify the app content driving installs & engagement
USED BY:
CUSTOM ONBOARDINGEngage new users with custom welcome
78%conversion to
signup
FUN ONBOARDINGFirst-touch UX
Blackbox by Ryan McLeod // @warpling
USED BY:
CONTENT SHARING
2xone-month retention
Empower users to share app content over any channel
How to install the SDK fasterthan you can make a coffee
1
Prebuild features
Start here - branch.io/signup
Integrate the SDK - dev.branch.io
Create your first deep link
Add only 3 calls on app- Initialization- getShortUrl- customEvent
Marketing LinksContent Sharing
Marketing Emails
Download BannerRewarded Referrals
Personalized Onboarding
Deepviews
Text Me The App
2
3
180 kbCocoaPods / Carthage / manuallyfabric.io
http://dev.branch.io
187 kbGradle / source / JAR
fabric.io
http://dev.branch.io
Cordova / Ionic
Xamarin
UnityAdobe Air
Titanium React Native
http://github.com/BranchMetrics
John CalistroDeveloper & Evangelist
@JohnCalistro
ABOUT ME
http://about.me/johncalistro