How Deep Linking Can Tackle The Challenges Of Mobile Fragmentation
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The document discusses how deep linking can address the challenges of mobile fragmentation by enhancing mobile discovery and facilitating the path to purchase. It emphasizes the need for relevance and immediacy in mobile commerce, urging businesses to focus on user intent and optimize acquisition funnels. Key takeaways include prioritizing user needs and leveraging deep linking to improve the shopping experience.
How Deep Linking Can Tackle The Challenges Of Mobile Fragmentation
- 1. How Deep Linking Can Tackle The Challenges Of Mobile Fragmentation Lauren Nemeth CRO, URX urx.com| | lauren@urx.com@urxtech
- 2. Users Have More Choice Than Ever Before
- 3. Mobile Discovery Is Broken Sources: Parse.ly, August 2015. App Annie, September 2015.
- 4. Search & Discovery Fulfilling IntentPredictive Assistance Platforms Are Becoming The Navigation Layer
- 5. Deep Linking Helps Turn Intent Into Action
- 6. The Mobile Commerce Opportunity Is Immense Source: Forrester Research company reports, October 2015.
- 7. But Commerce Is Not Being Properly Addressed Source: Forrester Research company reports, October 2015. 33% 20%11%
- 8. Walled Ecosystems & User Targeting Rule
- 9. But Mobile Is All About Now and Next
- 10. Mobile “Storefronts” Should Be Everywhere Relevant calls-to-action Display the right products or services at the point of intent using page context. In an engaging unit Inspire action within a native discovery format. With immediate resolution Optimize the acquisition funnel with app deep linking and product-level resolution.
- 11. Consumers Want Relevance & Optionality
- 12. Key Takeaways 1. Focus on what mobile users want to do instead of what they have done 2. 3. Drive mobile discovery through relevance & immediacy Use deep linking to streamline the path to purchase
Editor's Notes
- #5: Apple is using spotlight for direct search intent Google is moving towards predicting your next related actions Facebook wants to create intent and then own the commerce transaction of fullfillment
- #10: Designed to be a talkover slide where you could talk about how retargeting based on past behavior doesn’t make sense on mobile, talk about context as a more effective targeting signal (keywords, time of day, etc.), users don’t want to be followed, etc.