Your Mobile App Needs a Landing Page
Discovery is key to making your app successful. App landing pages make your app more discoverable, driving users from the web to download your mobile app from channels outside the app stores.
Despite your best efforts, it can be difficult to stand out from the crowd in the Google Play or App Store. You have limited space to showcase your app’s features, are tied to a specific format, and are limited to a single listing for all potential users. If you have multiple target audiences or would like to test different messages to improve conversions, you’re out of luck.
This can be even more difficult when you are a new business or are launching a new app, trying to drive users to your app for the first time. While your web users may be familiar with your business or brand, they may need some convincing to download yet another app to their already cluttered phone. Simply providing a link on your website may not be enough. And if you are hoping to convert users who discover your app through the app stores, you should know that it takes time to build up your app reputation and improve your search rankings enough to be discoverable.
A mobile app landing page can help solve many of these problems. An app landing page gives you the opportunity to tell the world why they should download your app in a way that fits your brand and targets your customer directly. Unlike the app stores, you can create as many landing pages as you like, or A/B test messages across different customer segments to identify the messages that best result in downloads.
One of the major benefits of utilizing a web page to advertise your mobile app is that you are not limited by the format required in the app stores. Utilize screenshots that highlight your core value propositions. However, screenshots alone may not adequately convey your message.
Find screens that highlight your core value propositions. Use video to demonstrate key interactions. You can also use animations, text, and any other content that you feel conveys the value that downloading your app will bring to your customer.
You may want to start by walking users through the benefits. What makes your app different or better or more convenient than your competitor’s app? How is using your mobile app better or more convenient than using your web site? Identify your Unique Selling Proposition and create a story for your users that will convert them into downloaders.
Converting a user to a downloader is no different than any other conversion funnel:
- Use strong calls to action and easy to follow navigation that make converting interested users into downloading customers easy.
- Provide direct links, or even QR codes, to your app listings to keep users from getting distracted or dropping off along the way.
- For mobile viewers, you can even detect which phone they are using to provide the correct store links and showcase the most relevant screenshots for their version of the app!
Once you have created your app landing page, you’ll want to ensure that you are measuring results to best craft a message which resonates with your client base. Whether you are driving traffic to the landing page through banners on your website, social channels, or paid ads, it’s important to have the data you need to make decisions and modify your approach. Landing page optimization should focus on conversion — so use testing and iteration to find what messages work and who your best customers are.
For your app to be successful, it needs to be discoverable. Building an app landing page can make it easier for users to find your app, and help you sell them on why they should download it.
Want help with your mobile app? The Rightpoint Digital Product team would love to learn more about the challenges your facing. Please reach out so we can set up a chat.
