随着双11的到来，年末消费热潮正式开启帷幕。接下来，双12、圣诞、新年、春节、情人节将接踵而至，电商市场会迎来一波接一波的消费高峰。
对于通过自有小程序、APP售卖商品的品牌电商，在激烈的竞争中如何跑赢对手、吸引消费者的注意力是重中之重。不同于在大型电商平台上运营，独立电商品牌更需要精细化引流和高效转化策略，以提升营销价值。
热力引擎认为，巧用 deeplink 技术，通过公私域双重渠道精确引导用户、简化购买路径，商家可以更好地把握住接下来的营销机会。
本文将分享五个在不同营销场景中 deeplink 的实用案例，助您在各类大促中把握流量，实现高效转化。
1. 唤醒未完成订单用户：购物车结算提醒
大促期间，不少用户可能会在小程序或 APP 上浏览商品并加入购物车，但未能及时完成结算。通过 deeplink 功能，零售和品牌电商可针对未完成结算的用户进行定向推送，将相关用户引导至品牌小程序/App的购物车页面，轻松完成支付。
比如，某家居用品电商向未完成订单的用户通过短信发送双十一红包券，并邀请用户点击“清空购物车”，用户点击 deeplink 后直接进入购物车页面，简化整体购买路径，最终促进支付转化。
不过，要注意选好发送提醒的时机。有研究显示，在1小时内发送首条挽回短信或邮件，用户完成交易的概率高达19.8%；如果延迟至24小时后再发送，成交率则骤降至11.6%。通过及时利用 deeplink 提醒，平台能有效提升订单挽回率和最终的销售转化。
2. 社交分享 + 新用户优惠：引导自然增长
在大促活动中，社交分享是带动私域流量的重要手段。品牌商家可以向现有用户提供专属的 deeplink 链接，鼓励其一键分享给朋友。新用户点击链接后将直达小程序中的特定商品或优惠页面，并享受专属折扣，推动社交分享的自然增长。
例如，某家政服务平台的拼团活动，用户通过分享带有优惠的 deeplink 邀请同小区住户拼团，用户点击后可直接进入家政服务平台的微信小程序的社区团购、好友邀请页面，成团后可获得返现和低价服务，有效提升新用户拉新率。
3. 直播购物直链：直播间快速吸引转化
直播购物已成为双十一的流行趋势。在举办直播专属活动时，平台可以挂出带有 deeplink 的链接引导观众直接进入商品的优惠活动页面，包括限时折扣、满减优惠，还是赠品活动。主播在介绍规则时通过强调引导用户“点击参与”，提升活动参与度。
例如，某主播与知名服装品牌合作推出联名款，通过 deeplink 让观众快速进入联名款商品的优惠券领取页面，显著提升品牌曝光度和销量转化。
4. 专属会员福利：定向引流会员活动
在大促期间，品牌可借助 deeplink 定向向 VIP 会员推送专属福利，提升会员体验。通过私域的会员活动推广，品牌商家可让会员用户直接进入品牌官网或小程序的特权页面，领取专属优惠券或礼包，进一步加强会员忠诚度与复购率。
某餐饮巨头推出“会员优先购”活动，面向会员发送专属活动 deeplink，用户点击后即可直达小程序特权页面领取会员优惠券或礼包，提升会员用户的专属感和活跃度。
某化妆品牌也通过短信针对会员赠送专柜礼遇，导流会员进入微信小程序领取线下体验装券码，提高线下及线上的双重转化率。
5. 延迟 deeplink + web-to-app：双管齐下覆盖未触达用户
在流量平台投放广告时，品牌电商可利用延迟 deeplink 将优惠券信息埋入链接。同时，广告主可以利用 web-to-app 技术，引导用户点击跳链，将用户跳转至应用下载界面，安装完成后自动跳转至优惠活动页面，确保活动信息的无缝衔接，进一步提升用户转化率。
例如，某中部电商平台在朋友圈投放的广告中，用户点击广告卡片后，首先进入应用详情页引导下载。对于未安装的用户，点击下载后会自动跳转至应用商店下载页面，完成安装后，用户被引导至活动页面，获取专属优惠和免费领取正品美妆的机会，实现活动信息的无缝衔接，给用户丝滑体验，显著提升转化率。
为帮助电商开发者伙伴在双十一期间抓住营销机遇，热力引擎的 Deeplink 功能已于近日上线，支持iOS和安卓双端，直接与延迟深度链接，帮助开发者精准引导用户至关键页面，实现无缝衔接。通过多场景高效引流与精细化数据分析，进一步优化 deeplink 营销效果，助力电商广告主伙伴提升营销收益。
如需了解更多详情，请点击下方图片，与我们的 deeplink 营销专家取得联系！
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