So much goes into launching an app. There are numerous phases of development, multiple tweaks and updates, and seemingly endless discussions about design. However, once you’ve completed your app, your work still isn’t done.
Simply throwing your app on an app store is not enough to get downloads. There are over 2 million apps on both the Google Play Store and Apple App Store respectively, which means you have plenty of competition.
You’re welcome to roll the dice, but no matter how groundbreaking or life-changing your app is, it’s highly unlikely that people will find it all on their own. This is why marketing is so crucial to your success.
There are a number of marketing methods you can employ, such as PPC advertising, a strong social media presence, email campaigns, and even video ads – just to name a few. Whichever strategy you choose, however, you will need a strong landing page.
This landing page should boost your conversions, and help you achieve those key metrics, such as downloads, that you’re aiming for!
So, to help you create a cracking app landing page that delivers the results that you’re looking for, here are our top app landing page tips.
Everyone will have different goals with their app because no two apps are the same. If your app requires purchases or subscriptions, you may need to provide more information before users take the plunge. In other cases, you may simply need more downloads or have another goal altogether.
Whatever the case, it’s important to set a clear goal as this will determine the choices that you make. For example, if your goal is to get more downloads, you may want to send people straight to your page on the app store or a landing page that gives people all the information they need to consider downloading your app!
Identify your Target Market
This is another crucial step that will dictate many of the decisions you will make about your landing page. Identify who your target market is, understand where they are and the content they consume. Then, tailor your landing page to align with these insights.
If you’re targeting men between the ages of 17-23 with your app, your landing page will look very different to one aimed at couples in their late thirties.
Have a strong Call-to-Action
The whole point of a landing page is to drive people to fulfil a call to action, which is downloading your app or doing whatever task it is that you want them to do.
All the aspects of your landing page should be working in support of this goal.
Use strong words like “Now” or “Today”, that imply urgency. This can be present in the form of a button, clickable link, or some other element of your page. Whatever you choose, make it clear and engaging.
Food for thought; which sounds better; “Would you like to download our app?” or “Download Now”? This is the approach that should be taken in your call-to-action.
Strike the Right Tone
This is a common mistake made by many brands in every industry. Promoting your app is important, but it needs to be done so in the right way. Take a moment to look at your brand voice, and your other marketing content. What is the tone of voice that you’ve taken? Is it casual? Is it formal or humorous?
These choices are important as they set the tone for what users can expect from your product. If your page is built on jokes and excitement and your app doesn’t deliver a similar experience, this can cause disinterest in users.
That being said, you still need to encourage users to take action. You can push for downloads no matter the tone, you just need to ensure your tone is consistent with your brand.
Word of mouth is still, to this day, the gold standard of marketing. When a friend or loved one recommends something to us, it can often be more powerful than even the most well-executed marketing campaign.
Online reviews are hugely influential in people’s decisions. They build trust in a product and show that your app may, or may not, be worth a download. Including reviews, especially positive ones, will help to create a strong value proposition and encourage new users to download your app.
Be selective with your information
If you have a friend that’s a parent, you’ve probably caught them in a long conversation about their child. This is understandable – they created that child, they know it very well and have a lot to say about it. The same goes for your app. As the developer, if given the chance, you could probably talk about it for hours.
You don’t have this kind of time on your landing page though. So, you need to be selective with the information you present to potential users. Start with the main need or function that the app serves. Is it functional or for entertainment? If it solves a problem, how will it improve life for your user?
Identify the key selling points of your app, make them as clear and concise as possible, and use this as the information on your page.
If you have other marketing content, such as a blog, this is the space where you can explore features in more depth.
Nailing your app landing page will help you to grow your user base and your overall success. So, follow these tips and you’ll be sure to start achieving your goals – and don’t hesitate to reach out for support.
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