Deferred Deep Linking
Updated on May 04, 2016
Deferred deep linking refers to the ability to direct a user to a specific view within a mobile app after downloading from an App Store. As an example, a user is checking their Facebook news feed when they see an ad to buy a pair of Air Jordans from the Zappos mobile app. They click on the ad, but they do not have the Zappos app installed on their phone. They are automatically redirected to the App Store to download the Zappos app. They open the app after installation and are greeted with the home screen of the app ... and that's it. Where are those Air Jordans they want? They would now have to go looking for that pair that caught their eye on Facebook. At this point Zappos is in danger of losing a conversion because the user may give up before finding those shoes.
Enter deferred deep linking. With deferred deep linking enabled, the user is redirected to the exact pair of shoes they were interested in immediately after downloading and opening the app. The conversion is saved! Deferred deep linking is all about giving the user the best possible chance of converting by getting them closer to their goal as quickly as possible.