Mobile Summit 2016 Porto Alegre

transcript

Deep linkingHow it works and how to

implement it.John Calistro • Evangelist, Branch

@JohnCalistro • @branchmetrics

jcalistro@branch.io

John CalistroDeveloper & Evangelist

jcalistro@branch.io

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

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

DEEP LINKhttp://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory

NOT A DEEP LINKhttp://www.colehaan.com

This is not a deep link. It links only to the homepage, not a particular item.

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

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

Show your users app content before install

USED BY:

TEXT ME THE APP

42%click to install

Convert desktop users to app downloads

USED BY:

65%sessions from

Make app email marketing seamless

USED BY:

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

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

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

jcalistro@branch.io

@JohnCalistro

ABOUT ME

http://about.me/johncalistro