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Link

  • Overview
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  • Web
  • iOS
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Core Link flows
  • OAuth guide
  • Update mode
  • Preventing duplicate Items
  • Data Transparency Messaging migration
  • Account Select v2 migration guide
  • Link Token migration guide
  • Legacy public key integrations
Optimizing Link
  • Optimizing Link conversion
  • Measuring Link conversion
  • Pre-Link messaging
  • Customizing Link
  • Choosing when to inititalize products
  • Returning user experience
  • Modular Link (UK/EU only)
Errors and troubleshooting
  • Troubleshooting
  • Handling an invalid Link Token
  • Institution status in Link
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Optimizing Link conversion

Discover best practices for improving Link conversion

Prefer to learn by watching? A video guide is available for this topic.

Overview

This guide contains tips for optimizing your existing Link implementation to help increase conversion and improve your users’ experiences with Link. If you are new to Link or don’t yet have a working Link integration, see Link overview for instructions on getting started with Link.

Measuring Link conversion

To evaluate the impact of changes to your integration, it's a good idea to implement conversion tracking before attempting to optimize conversion. For details, see Tracking Link conversion.

Improving Link conversion

Many different steps can be taken to maximize Link conversion, and the exact impact of these steps will vary for each customer and use case. The recommendations below are provided in general priority order.

Provide pre-Link messaging

Link conversion is highest when users have the right expectations set going into Link. Your app should explain why you use Plaid, the benefits for the user of connecting their account, and that the user's information will be secure. It should also set the user's expectations around what information they will need to provide during the Link flow. Plaid should be configured as the default experience. For more details, including visual examples, see Pre-link messaging for optimizing conversion.

Implement RUX support

The returning user experience (RUX) allows customers at some banks who have used Plaid before to have a streamlined experience when using the Link flow. If you collect phone number data for your users and have it available when they enter the Link flow, implementing RUX will increase conversion for eligible users. For more details, see Returning user experience.

Initialize with a minimal set of products

In general, initializing with a minimal set of products will both increase conversion and reduce your costs, although it may result in higher latency in your app's UI or require backup anti-fraud measures. For more details, see Choosing when to initialize products.

Implement full OAuth support on mobile, including app-to-app

While supporting mobile app-to-app impacts only a small number of banks (currently only Chase), the impacts on conversion for eligible users is very large, as app-to-app flows can allow users to authenticate with biometrics instead of a username and password. For iOS, supporting app-to-app requires creating an apple-app-site-association file to support universal links. On Android, supporting app-to-app requires registering your Android package name. For more details, see the OAuth Guide.

(For Auth customers) Implement micro-deposit based Auth

While the vast majority of users can use Plaid's default Auth flows, some users, especially those at smaller banks and credit unions, have accounts that do not support those flows. Implementing micro-deposit-based Auth flows will increase conversion by allowing these users to link their accounts. For more details, see Auth coverage.

Configure Link for your user's country and language

For apps with multi-language experiences, custom profiles improve conversion by allowing you to display Link in your user's preferred language. Calling /link/token/create with the country parameter set to your user's specific country, rather than all countries your app supports, will allow Link to show a more accurately targeted list of institutions. For Auth customers, calling /link/token/create with country set to just US is also required to enable the conversion-maximizing Instant Match and micro-deposit based Auth flows.

Customize Link with your organization's branding

Plaid allows you to customize certain aspects of the Link UI. Customizing these in a way that matches your app -- for example, uploading your organizations's logo to be used on the Link consent pane or matching your brand colors can increase conversion. For more details, see Customizing Link.

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