Snapchat is bulking up its ad features again, and for fashion brands, the latest updates could lead to greater conversion on the platform.

Snapchat’s parent company, Snap Inc., announced Wednesday that it would be adding deep linking and autofill for lead generation forms to the photo and video sharing app, meaning that users can view an ad landing page without leaving Snapchat, and fill out personal information for mailing lists and offers with one tap.

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