Three reasons to deep-link. And why they’re wrong.

This blog post is designed for app owners. Those who want to diversify their app offering by adding ancillary services provided by third parties. The question is how to offer those services to your customer base.

Let’s start with the different options.

Deep-links are where you’re using an app and, after clicking on something, you’re redirected to another app. Or, if you don’t have that app already installed, then you’re redirected to the app store.

The alternative is an end-to-end integration. Here, you experience the full third-party service without ever leaving the app you’re already using, usually without even noticing.

Good. We’re all up to speed. So, without further ado, below are three reasons to deep-link. And why they’re wrong.

1.  Deep links are a quick win.

It’s true that deep links typically require less technical work - they’re just a link at the end of the day rather than an integration. But this comes at a cost. You’re directing people away from your app, meaning you’re actively decreasing app stickiness. And therefore the chances for them to purchase in your ecosystem. Plus, you’re losing control of the customer journey and what happens to them.

With end-to-end integration, you retain that control by keeping the user in your app. Plus, with “box-ready” SDK solutions such as Splyt’s, the build required can be measured in a matter of weeks.

2.  Deep links provide more revenue.

The typical deep-linking model will offer a fixed commission per new customer directed to the secondary app. And this is often quite an appealing commission. But re-read the above: “per new customer” – how long until you’ve been mined of all your customers and the pay checks stop coming?

With end-to-end, your customers stay your customers. And with a business model such as Splyt’s, you get a slice of every transaction generated. Meaning you keep your customers and create a “future-proof” revenue stream.

3.  Deep linking can’t be that inconvenient for customers.

If they already have the other app, sure. But what if they don’t? Downloading and setting up a new app is inconvenient. Plus, what if they’re in a foreign land and don’t speak the local language, or have access to a locally accepted payment method?

Instead, offer your customers the same user experience as they’re used to from your platform. That is, in a language they already speak, in an app they already have set up. Wherever they are.

Conclusion

So, in short, deep links are easy to set up, but will offer you little long-term advantage. An end-to-end integration will future proof your revenue and allow your customers to have exactly the same experience – wherever they are in the world.

Splyt: Let your customers feel at home. Anywhere.