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Mar 16 2023
The online travel booking industry was one of the hardest hit by the coronavirus pandemic, with some apps reporting more than 70% less traffic and bookings in 2019 compared to the previous year. Because of pandemic lockdowns, many of us could only dream of traveling. People were quick to return to the locations they'd imagined once the lockdowns were lifted.
The travel industry has been revolutionized by mobile technology, and travel apps have become an essential tool for travelers. However, getting users to engage with a travel app can be a challenge.
In this case study, we will examine how a travel app used deep links to enhance user engagement and drive revenue.
The use of deep links resulted in a significant increase in user engagement and revenue.
Deep linking plays an important role in marketing strategy that allows marketers to send mobile users directly to a specific page within an app, such as a promotion or product page. A deep link is distinct from a standard link, which typically directs users to the app's homepage or a browser version.
Deep links can be added to a variety of channels, such as web pages, emails, SMS, advertisements, and social media sites. A retailer, for example, can create a social post for a product that directs customers to that product's page in the app. Deep links can also be included in push notifications to direct users to a new app feature.
This technology operates through the use of URI (Uniform Resource Identifier) schemes. URI schemes are addresses, names, or references to a page formatted in a specific way, similar to a standard URL (Uniform Resource Locator).
Our client, a leading travel app, was looking to increase user engagement and revenue. They had noticed that many users were downloading the app but not using it beyond the initial registration. The client wanted to find a way to keep users engaged and encourage them to make bookings through the app.
There are numerous reasons why deep links are an essential component of a mobile marketer's toolkit. These are exemplified by the 5 key benefits of using deep links, each of which contributes to one of the industry's most powerful engagement tools.
We can imagine some characteristics of the travel app itself. How to balance the rich diversity of travel products and the user experience in the app will become a topic.
In this case, we have fully considered and better solved this issue through deep linking. The app implemented deep links throughout the user journey, from the initial booking process to post-booking engagement.
During the booking process, the app used deep links to provide users with quick access to relevant information. For example, when users were browsing flights or hotels, the app provided deep links to specific pages with more detailed information, such as the amenities offered, reviews from other travelers, and photos of the property.
After users completed their bookings, the app used deep links to provide them with personalized recommendations based on their destination and preferences. For example, users who had booked a hotel in Paris might receive deep links to pages on the app featuring popular restaurants, local attractions, and cultural events.
Reduced friction should never be underestimated; After all, it is arguably the most powerful benefit of deep linking. When a user clicks on a deep link, they are taken directly to a specific in-app location. By allowing users to bypass the app's home screen and enabling seamless transitions between the app and website, deep links can create an indestructible user funneling process. This can lead to increased retention rates, higher conversion rates, and improved customer satisfaction.
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The campaigns can acquire users and send them directly to where you want them with deferred deep links - even if they don't have the relevant app installed on their device.
A user who clicks an ad but does not have the app installed can be directed to the App store instead using deferred deep links. After installing the app, the user is automatically directed to the intended destination because the data from their click is logged. This increases conversions and provides users with the content that prompted the install as soon as they open the app.
Deep linking is an important tool for app marketers looking to improve attribution. By using deep linking, our app can more accurately track user behavior, which helps optimize marketing campaigns and drive travel app growth.
With deep linking, our clients' app can also determine which activities are driving app installs, user engagement, and revenue, enabling data-driven decisions to grow the app's user base.
Now let's take a look at the detailed optimization content for travel app case study from ASOWorld .
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User experience optimization is the most important part of our personalized app store optimization solution. We recommend using deep links to guide targeted users to specific content in the app, optimizing the access path for target users to discover their favorite products.
Take the user to a specific location within the app via a deep link, rather than simply opening the app's home page. This allows users to skip unnecessary steps and go directly to the content they are interested in.
We identified several key areas where deep links could be used to enhance user engagement:
Deep links could take users directly to the pages for specific destinations they were interested in, rather than having them search for it within the app.
Deep links improve the customer journey by reducing the need for manual navigation after a link is clicked and getting people where they want to go faster. This improves the app's overall user experience and increases customer satisfaction.
Because deep links streamline the customer journey, fewer users will churn and more will stay and engage with your brand, which is another significant benefit. Deep links also direct users back to your app when they are active on search, social, or other platforms, resulting in increased engagement.
Deep links have been shown in studies to double app user engagement after one, seven, and 30 days.
Deep links could be used to take users directly to special offers and promotions, encouraging them to make bookings.
Because deep linking makes the customer journey shorter and easier, and boosts retention and engagement, it takes customers closer to the end goal: conversion. In fact, deep links are reported to increase conversions by an average of 66 percent . This means that deep linking is a simple way to increase revenue and profits.
Deep links can also be used to direct users to your app's reviews or the best features to entice them to download.
In today's digital age, app reviews and ratings are critical factors in determining an app's popularity and success. They play a vital role in shaping the perception of the app's quality and user experience, which can significantly influence the app's download and retention rates.
Appranking interface can monitor app ratings and comments in real time.
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In conclusion, the use of deep links can be an effective way to enhance user engagement and drive revenue in a travel app. By taking users directly to the content they are interested in, deep links can streamline the user experience and encourage them to make bookings. As the travel industry becomes increasingly mobile-focused, travel apps that utilize deep links will have a competitive advantage in the marketplace.
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