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Deep linking
@AlexJubien
@AlexJubien
Pioneer of mobile development
2003 - 2007
Games
2003 - 2007
Games Apps
Deezer
2008 - 2012
(main competitor of Spotify)
Deezer Viadeo
2008 - 2012
(main competitor of Spotify) (main competitor of Linkedin)
ThinkMobile
Mobile Strategy Consulting
2010 at Deezer:
Project ‘Url Handler’
The issue
Why does it happen?
HTTP URLs are not supported by apps
/ no standard format for URL in apps
Why does it happen?
HTTP URLs are not supported by apps
/ no standard format for URL in apps
=> Deep linking is the soluti...
What the hell is
deep linking?
What the hell is
deep linking?
A way to open an app directly
to a specific section or content,
thanks to a link
Example: specific ad
Your appAnother app
Ad2App
Your app
What Deep Linking allows:
Ad2App
SMS2App
Your app
StockApp : CLGC –
10%, wanna buy?
http://stockapp.com/12
345
What Deep Linking allows:
Ad2App
SMS2App
QR2App
Your app
StockApp : CLGC –
10%, wanna buy?
http://stockapp.com/12
345
What Deep Linking allows:
Ad2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC –
10%, wanna buy?
http://stockapp.com/12
345
What Deep Linking al...
Ad2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC –
10%, wanna buy?
http://stockapp.com/12
345
What Deep Li...
Ad2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC –
10%, wanna buy?
http://stockapp.com/12
345
W...
What Deep Linking allows:
Ad2App
App2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC –
10%, wanna...
Deep Linking
=
Everything2App
Leverage your digital marketing
efforts also for your apps
How it works
/ Url Scheme
Url Scheme
A technical mechanism to launch an app,
with parameters
myapp://myparameters?yy=zz
Url Scheme
A technical mechanism to launch an app,
with parameters
myapp://myparameters?yy=zz
Ex.: fb://, skype://, deezer...
Url Scheme
twitter://user?screen_name=AlexJubien
QR Code made with
Issues
• Not a standard
• Not multi-platform
• Not a HTTP url / crappy fail when not
handled:
• Desktop web browser
• App ...
How it works
/ Flow
Click
Desktop web
Mobile?
Yes
No
Analyze
User Agent
www.myDomain.com/content/xyz
App Store
App
Installed
?
No
IOS /
Android
?
Google Play
Android
iOS
Android URL
Intent Filter
App Store
App
Installed
?
Yes
No
IOS /
Android
?
Google Play
IOS /
Android
?
Android
iOS
Web red...
Focus: Social2App
/ Growth Hacking
Viral mechanics
Production  Consumption
Viral mechanics
Production  Consumption
Features in product lead
users to share contents on
social networks
Viral mechanics
Production  Consumption
Features in product lead
users to share contents on
social networks
Consumption o...
=> Benefits both for users
and for the digital service
Viral mechanics
Production  Consumption
Features in product lead
u...
Social2App
Download Deezer
Launch app
Social2App
AppStore
Download Deezer
Launch app
INSTALL
Sharings generates downloads
Social2App
AppStore
App
Download Deezer
Launch app
INSTALL
and re-engagement
Social2App
AppStore
App
Cookie used to
record choice
Download Deezer
Launch app
INSTALL
iOS Smart App Banner
• Allows deep linking
• But quite no publisher do
it right!
• Not multi-platform
• Can’t remember cho...
Resources
Related frameworks / tools
(acquired by Yahoo!)
APPURL
URX
Related frameworks / tools
(acquired by Yahoo!)
Do you really need them?
=> at least, ensure your techies study them
APPUR...
Facebook / App Links
Facebook doc
Twitter App Card
• Proprietary mechanisms
for rich media formats in
their native apps
• Twitter doc
Google App Indexing
Search results on Android open app directly!
(doc)
Deferred Deep Linking
• Uses ad tracking technologies
• Allows to open app directly to the right
content or section at 1st...
• Quixey / AppUrl:
‘The Problem’ (part 1) – Article
• Quixey / AppUrl:
‘The Solution’ (part 2) – Article
Some articles
• Quixey / AppUrl:
‘The Problem’ (part 1) – Article
• Quixey / AppUrl:
‘The Solution’ (part 2) – Article
• HasOffers:
‘Pas...
Recommendations
Simple and cheap
• Rely on your website (desktop or mobile)
• Implement iOS Smart App banner (the
right way!)
• Use intent...
Simple and cheap
• Rely on your website (desktop or mobile)
• Implement iOS Smart App banner (the
right way!)
• Use intent...
Advanced
• Want to get big on mobile?
=> Grab your techies and build your own
deep linking routing platform!
• Remember UX...
Advanced
• Want to get big on mobile?
=> Grab your techies and build your own
deep linking routing platform!
• Remember UX...
For your techies
Tricky points
• App has to be able to launch on any
section or content
• Nicely handle what is supported… and
what isn’t! ...
Reco on URL Scheme
• AppURL recommends not using schemes
like yelp, imdb or spotify. These schemes
may look nice, but ther...
Crappy tinkering
• To detect if app in installed from Javascript :
 http://stackoverflow.com/questions/1108693/is-it-poss...
Various
• A directory of URLSchemes:
http://handleopenurl.com/
• A proxy-standard for app to app
communication / using par...
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Deep linking at App Promotion Summit

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The slides of my speech at App Promotion Summit #APS2014
Can be used as a cookbook to build deep linking!

Video available here: http://www.thinkmobile.fr/blog/deep-linking-at-app-promotion-summit

Published in: Mobile, Technology, Design
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
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  • Hey Alexandre, was nice, but much better listening at the time as some content is hard to understand :) would add crosspromotion as a strategy too. Worked great to me, both while doing it between my own apps or between other developers apps (crosspromoting) using developers groups, like tappx devs community in my case
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Deep linking at App Promotion Summit

  1. 1. Deep linking @AlexJubien
  2. 2. @AlexJubien
  3. 3. Pioneer of mobile development
  4. 4. 2003 - 2007 Games
  5. 5. 2003 - 2007 Games Apps
  6. 6. Deezer 2008 - 2012 (main competitor of Spotify)
  7. 7. Deezer Viadeo 2008 - 2012 (main competitor of Spotify) (main competitor of Linkedin)
  8. 8. ThinkMobile Mobile Strategy Consulting
  9. 9. 2010 at Deezer: Project ‘Url Handler’
  10. 10. The issue
  11. 11. Why does it happen? HTTP URLs are not supported by apps / no standard format for URL in apps
  12. 12. Why does it happen? HTTP URLs are not supported by apps / no standard format for URL in apps => Deep linking is the solution
  13. 13. What the hell is deep linking?
  14. 14. What the hell is deep linking? A way to open an app directly to a specific section or content, thanks to a link
  15. 15. Example: specific ad Your appAnother app
  16. 16. Ad2App Your app What Deep Linking allows:
  17. 17. Ad2App SMS2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345 What Deep Linking allows:
  18. 18. Ad2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345 What Deep Linking allows:
  19. 19. Ad2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345 What Deep Linking allows:
  20. 20. Ad2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345 What Deep Linking allows:
  21. 21. Ad2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345 What Deep Linking allows:
  22. 22. What Deep Linking allows: Ad2App App2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/12 345
  23. 23. Deep Linking = Everything2App
  24. 24. Leverage your digital marketing efforts also for your apps
  25. 25. How it works / Url Scheme
  26. 26. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz
  27. 27. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz Ex.: fb://, skype://, deezer://, spotify://, …
  28. 28. Url Scheme twitter://user?screen_name=AlexJubien QR Code made with
  29. 29. Issues • Not a standard • Not multi-platform • Not a HTTP url / crappy fail when not handled: • Desktop web browser • App is not installed • …
  30. 30. How it works / Flow
  31. 31. Click Desktop web Mobile? Yes No Analyze User Agent www.myDomain.com/content/xyz
  32. 32. App Store App Installed ? No IOS / Android ? Google Play Android iOS
  33. 33. Android URL Intent Filter App Store App Installed ? Yes No IOS / Android ? Google Play IOS / Android ? Android iOS Web redirect myApp://content/xyz iOS Android
  34. 34. Focus: Social2App / Growth Hacking
  35. 35. Viral mechanics Production  Consumption
  36. 36. Viral mechanics Production  Consumption Features in product lead users to share contents on social networks
  37. 37. Viral mechanics Production  Consumption Features in product lead users to share contents on social networks Consumption of these contents generates acquisition or retention (and thus more production)
  38. 38. => Benefits both for users and for the digital service Viral mechanics Production  Consumption Features in product lead users to share contents on social networks Consumption of these contents generates acquisition or retention (and thus more production)
  39. 39. Social2App Download Deezer Launch app
  40. 40. Social2App AppStore Download Deezer Launch app INSTALL Sharings generates downloads
  41. 41. Social2App AppStore App Download Deezer Launch app INSTALL and re-engagement
  42. 42. Social2App AppStore App Cookie used to record choice Download Deezer Launch app INSTALL
  43. 43. iOS Smart App Banner • Allows deep linking • But quite no publisher do it right! • Not multi-platform • Can’t remember choice
  44. 44. Resources
  45. 45. Related frameworks / tools (acquired by Yahoo!) APPURL URX
  46. 46. Related frameworks / tools (acquired by Yahoo!) Do you really need them? => at least, ensure your techies study them APPURL URX
  47. 47. Facebook / App Links Facebook doc
  48. 48. Twitter App Card • Proprietary mechanisms for rich media formats in their native apps • Twitter doc
  49. 49. Google App Indexing Search results on Android open app directly! (doc)
  50. 50. Deferred Deep Linking • Uses ad tracking technologies • Allows to open app directly to the right content or section at 1st launch AFTER INSTALL • Tapstream tech / Article
  51. 51. • Quixey / AppUrl: ‘The Problem’ (part 1) – Article • Quixey / AppUrl: ‘The Solution’ (part 2) – Article Some articles
  52. 52. • Quixey / AppUrl: ‘The Problem’ (part 1) – Article • Quixey / AppUrl: ‘The Solution’ (part 2) – Article • HasOffers: ‘Past, present and future of mobile marketing’ – Article • Facebook: ‘An industry standard for linking on mobile’ – Article • AppTweak: ‘The future of deep linking from app to app’ – Article Some articles
  53. 53. Recommendations
  54. 54. Simple and cheap • Rely on your website (desktop or mobile) • Implement iOS Smart App banner (the right way!) • Use intent filter on Android
  55. 55. Simple and cheap • Rely on your website (desktop or mobile) • Implement iOS Smart App banner (the right way!) • Use intent filter on Android • Suboptimal, many issues (UX, not flexible, not suited for ads, bad tracking, …) • Costs on app side, quite no maintenance
  56. 56. Advanced • Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! • Remember UX should prevail
  57. 57. Advanced • Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! • Remember UX should prevail • Add support for FB App Links, Twitter App Cards, Google App Indexing • Use these slides as your cookbook!
  58. 58. For your techies
  59. 59. Tricky points • App has to be able to launch on any section or content • Nicely handle what is supported… and what isn’t! (implement a fallback? – at least, track failures) • Fragmentation and maintenance • Proper tracking is hard to build! • Particular case when app is uninstalled
  60. 60. Reco on URL Scheme • AppURL recommends not using schemes like yelp, imdb or spotify. These schemes may look nice, but there's no system for avoiding naming conflicts with them. • Instead, AppURL recommends you use your website's (sub)domain as your scheme.
  61. 61. Crappy tinkering • To detect if app in installed from Javascript :  http://stackoverflow.com/questions/1108693/is-it-possible-to-register- a-httpdomain-based-url-scheme-for-iphone-apps- like/1109200#1109200  http://stackoverflow.com/questions/13044805/how-to-check-if-an- app-is-installed-from-a-web-page-on-an-iphone  http://jesseditson.com/clean-ish-mobile-web-deep-linking-for-ios- and-android  http://fokkezb.nl/2013/09/20/url-schemes-for-ios-and-android-2/
  62. 62. Various • A directory of URLSchemes: http://handleopenurl.com/ • A proxy-standard for app to app communication / using part of an app in another one: http://x-callback-url.com/

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