In the world of the mobile application ecosystem, the ability to connect a particular piece of content to its place in the app is paramount. However, not all links are created equal. Universal links, app links, and deep links - what are they, and how do they differ from each other? Let’s dive in.
What Are Deep Links?
Deep Links are links that allow users to redirect users to a specific page or content of your application, instead of opening it from the homepage. These are the links which are associated with a certain place within an application.
- Traditional deep links only work if the user has the application installed.
- If the app is not installed, these links either do not work or send users to the app store.
Example:
A deep link to a product page inside a shopping app might look like:
myshoppingapp://product/12345
What Are Universal Links?
Universal Links represent Apple’s alternative to standard deep links for iOS apps. They essentially function as typical HTTPS URLs while also being fully compatible with the web, which means:
- If a user has the application on their device, they will be sent to it via a deep link.
- If a user does not have the application on their device, the URL will open in the browser (app’s landing page/play-store).
Universal Links utilize Apple’s proprietary method called apple-app-site-association to verify ownership of the domain associated with the link.
Example:
A Universal Link might look like:
https://www.myshoppingapp.com/product/12345
What Are App Links?
App Links are Android analogs of Universal Links. They are also HTTPS links that can be used to identify specific content and open it directly in an app.
- If the app is installed on a device, the link will open it directly.
- If it is not, it will redirect users to the app’s landing page/play-store.
In order for App Links to work correctly, the Digital Asset Links JSON file needs to be set up on the website. It will let Android know that the link is properly associated with the app.
Example:
An App Link might look like:
https://www.myshoppingapp.com/product/12345
Key Differences at a Glance
Why Does This Matter?
Using Universal Links and App Links will benefit the user experience because it offers a smooth transition between web content and application, prevents broken links and enhances security, and boosts conversion rates.
In addition, they are much more reliable than traditional deep links which do not work if the application is not installed on the user’s device.
Conclusion
- Use Deep Links for the basic linking of applications if there is no need to link to applications that are not installed by the user.
- For iOS Apps, use Universal Links to provide a more integrated web experience.
- While for Android, use the App Links.
- Universal Links and App Links, when used together, offer a more consistent, reliable, and secure alternative to other linking solutions.
Understanding these differences will assist developers and marketers in crafting engaging user journeys and maximizing application engagement.
If you have any questions about implementing these links or optimizing your application’s link strategy, feel free to connect with us!
