As per Statista, mobile apps are forecasted to generate 188.9 billion U.S. dollars in revenues through app stores and in-app advertising by 2020, encouraging several entrepreneurs to come up with their own mobile applications. However, you can’t expect to get higher revenue and more downloads by simply launching a mobile app. As an aspiring business owner, you must consider several essential aspects when introducing an app in the marketplace.
With the massive competition on both the Apple and Google Play Store, converting users to download a new app is very challenging. However, a well-designed app landing page can help you let your potential audience know the caliber of your application while improving conversions. What defines a successful or high converting landing page over an unsuccessful one?
Things to Consider when Creating App Landing Page
An attractive landing page drives more traffic to your app’s page and convinces visitors to click on the download button. Therefore, app landing page optimization has become a significant part of app marketing.
Your landing page should have all the details a potential user needs to know about your mobile app without becoming too cluttered or overwhelming. I have narrowed it down to 10 elements; consider these proven rules and you’ll create yourself high converting app landing page:
- Add Beautiful Images
A row of scrolling screenshots is an ideal way to showcase the functionalities or features of your mobile app. You can use bold & beautiful graphics to make them look more beautiful & engaging. Besides, you can consider using data-driven visuals such as graphs & charts to support your written data or stats visually. Images can create magic on your landing page while communicating what’s on the page, why it’s beneficial, and what users are going to get out of it.
- Give Emotional Appeal
Another essential aspect of a converting landing page is a good realm or emotional appeal. Depending on the type of product or service you are selling, a personal attachment is much needed. Unlikely plain information, emotional design elements will help you attract your audience at a more holistic level. You can add desires and fantasies to convince users without even using words. Make sure to consider following things while designing app landing page:
- Injects emotion
- Creates anticipation or urgency
- Makes a promise
- Drives action
- Embed the Subscribe Button
You should also add a Subscribe Button on your landing page which will help you promote any further developments. It is a practical way to collect emails from your target audience and grow your subscribers. Make sure to add an engaging headline with a clear description which explains what your mobile app is all about.
- Add Irresistible CTA Button
It’s pretty obvious that your app landing page must have an irresistible CTA (call-to-action) which attracts potential uses to click on it. Make sure you provide enough clues to guide the users towards your desired action. If your mobile app hasn’t launched, you can allow users to Sign Up to get informed about future updates.
- Keep “Invite a Friend” Option
Social platforms work as a powerful channel and help you promote your app in a broader market. You can add “Invite a Friend” option to your landing page and make it easy for your audience to share your app with their friends. Placing such features at the top of your landing page will give easy access to the visitors.
- Show User Testimonials
By adding user testimonials on your landing page, you will be able to win the trust of your audience. You can convincingly promote your product with testimonials. You must ask your users to contribute their feedbacks and add them to your landing page. Try not to make the testimonies too biased or hyperbole. Real users express your distinctive value prop or unique selling proposition in everyday language.
- Use Trust Symbols and Brand Elements
Trust symbols and brand elements reinforce the legitimacy of your business while strengthening your brand in the long-term. They indicate that sensitive information is protected and validated by an external source. Trust symbols are badges or seals added to your page or website such as:
- Business Bureau badge
- Well-known brand logos
- Security Symbols (TrustArc, Norton, McAfee, etc.)
Using trust symbols or brand elements will also give you an edge over the competition.
- Make Your Landing Page Mobile Responsive
In this fast-paced mobile world, your app landing page must be mobile responsive. Make sure the page work flawlessly on smartphones, tablets, and other mobile devices. Remember, it would be reckless to invest in custom development without considering the mobile experience. Try to avoid these common issues:
- Overlapping text
- Hidden calls to action
- Overly complicated web forms
- Use Videos to Tell Your Story
Videos work as a game changer in digital marketing that’s a reason why videos on social media yield higher engagement than standard texts & images. If created professionally, videos help you convert inbound traffic and convey your message in an effective and quicker way. However, avoid using lengthy & boring videos.
10. Add the Right Amount of Content
You must add enough content on your landing page to give essential information to your users. Besides, try to divide your content into paragraphs and use subheadings to make it look more engaging. Make sure to understand your target audience when developing your content strategy. If Google AdWords is a part of your marketing strategy, you can add relevant ad copy that may build up your landing page relevance and increase your quality score.
A mobile app usually doesn’t come with a lot of content. All it needs a good landing page which appeals to users, inform them, and triggers them to click on the Download or Install button. Don’t forget to consider all these elements while working on a mobile app landing page.
Though there will always be scope for improvement, especially when you start to track the performance and understand what converts best. So, keep experimenting and optimizing your landing page to boost conversions and make your marketing strategy more efficient.
Nabeena Mali loves riding fixed gear bikes and does digital marketing, in that order. She drives digital growth at AppInstitute, a DIY app builder platform for small businesses and blogs about mobile trends and actionable digital strategies.
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