Deep linking strategy on mobile ads to heighten conversion rate

(29 Nov, 2013) Deep linking on mobile ads is the big trend in foreign countries. It is the strategy to increase conversion rate by linking specific products on ads to the specific product landing pages instead of one homepage. In Hong Kong, deep linking is an emerging tactic.

Take the recent local mobile ad on Estee Lauder as an example. Different hyperlinks can be attached to different products, instead of one landing page serving all products.

Deep linking will promote the conversion rate as it enhances user experience. According to studies, up to 30% failure in conversion was due to audiences’ difficulties in getting from homepage to the specific product pages. Deep linking thus can prevent audiences getting lost in the website, leading to reduction in bounce rate.

Other benefits of deep linking in stimulating instant purchases:
‧ Audiences stay focused on the initial interests in the specific products being advertised.
‧ Avoid audiences being distracted to cheaper alternatives or other offerings.
‧ Avoid audiences being indecisive with more choices.

Some may say that it’s good to have audiences get lost in the navigation so that they can be exposed to more products. Thus, the likelihood of making a purchase will be increased.

So when should we use deep linking and home page linking on ads? It depends on the objectives of the marketing campaigns.

If the campaign aims at driving immediate surge in online sales, such as seasonal promotions, deep linking will be the wise choice. It is also best for impulsive buying, without audiences having to make comparisons on product specifications. For example, fashion, beauty and deal-of-the-day companies like ASOS or Groupon will find deep linking most profitable.

On the other hand, the homepage linking is more effective on driving brand awareness, product exposure and products that people have to look deeper into other information before purchases, for example, electronic gadgets and vehicles.