Our comprehensive deep link benchmark report (co-authored with Branch.io) presents an in-depth analysis of the current state of deep linking. It paints a vivid picture of its effectiveness across different apps, platforms, and channels. The complete report can be accessed here.

This blog post will delve into the key findings and insights from this report, discussing the successes and shortcomings in the world of deep linking and helping businesses harness its potential more effectively.

Performance of Deep Linking Across Leading Apps

Deep linking's success is highly dependent on its implementation, which varies across different apps and platforms. The benchmark report meticulously examined a multitude of apps and yielded valuable insights into their deep linking success rates.

Out of the analyzed apps, five emerged as clear winners with a perfect deep linking score of 100% on both iOS and Android. These apps exhibit an exemplar level of implementation, seamlessly guiding users to the desired in-app content. An additional ten apps demonstrated impressive performance with scores above 80% across both platforms, indicating consistent implementation.

Beyond these leaders, the report found sixteen apps with scores above the 60% mark, meeting the passing grade across both iOS and Android. While they demonstrated adequate deep linking, there is room for improvement to reach the level of top performers.

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Understanding the Patterns

Analysis of the data revealed some significant patterns. Firstly, leading apps showcased a flawless deep linking implementation across both iOS and Android, exemplifying the effectiveness of well-executed deep linking.

Secondly, while several apps demonstrated an overall proficiency in deep linking, challenges were encountered on specific channels like Twitter and Facebook. These difficulties resulted in lower overall scores that remained consistent across both iOS and Android, emphasizing the need to tailor deep linking strategies according to different platforms and channels.

Thirdly, it was observed that certain apps performed well on one platform (like iOS) but struggled on the other (like Android). This pattern accentuates the importance of platform-specific implementation and thorough testing to ensure deep linking success across all platforms.

The Importance of Consistency and Testing

The report also revealed that some apps displayed mediocre deep linking scores on both iOS and Android. This suggests potential difficulties in implementing deep linking strategies across multiple channels, underscoring the significance of identifying and rectifying implementation issues to maximize deep linking's success.

It's crucial for businesses to ensure consistent performance across channels and rigorous testing to achieve optimal deep linking outcomes. By providing users with a smooth, intuitive navigation experience regardless of the platform or channel they're using, businesses can significantly enhance user engagement and retention.

Insights into Missed Opportunities

One of the most notable findings of the benchmark report was the extent of missed opportunities in deep linking. The report found that deep links were not attempted 51% of the time across both installed and not installed states. This signifies a vast area of untapped potential for app usage and activations.

Interestingly, the report indicated that the percentage of unattempted deep links was slightly higher on Android (52%) compared to iOS (49%). However, when the app was installed, the trend reversed, with iOS showing a higher percentage of unattempted deep links (43%) compared to Android (40%).

Conclusions and Takeaways

The insights gleaned from the comprehensive deep link benchmark report provide a clear roadmap for businesses to understand, implement, and improve their deep linking strategies. It is evident that while deep linking has immense potential to streamline user journeys and enhance user experience, its success is highly dependent on a range of factors.

From platform-specific implementation and rigorous testing to minimizing missed opportunities, businesses have a multitude of areas to focus on when it comes to deep linking. By addressing these areas, they can optimize their deep linking strategies, ensuring a seamless user experience that translates into higher engagement, retention, and ultimately, business success.

In the next blog post, we will delve deeper into the world of deep linking by focusing on the success rates across different channels. Stay tuned to gain more insights into the fascinating world of deep linking.