Why your app needs a landing page
You shouldn’t hesitate to build a landing page for your app. While the majority of users might find it in the App Store or Google Play, many will be searching for solutions on the web too, both on and off their phones. Having a carefully thought-out landing page will help convert more users to downloads and purchases. Think of it as a “home base” where users can learn more about what your app is all about.
If you haven’t launched your app yet, then a landing page is a great tool to build excitement and collect email addresses. As you promote on social media and across the web, you won’t be able to include the store link, since it won’t be available. But you can link to a beautifully designed landing page instead and start building your following.
What your landing page should include
- Start with a specific, concise headline
The headline for your landing page should capture exactly what your app does in as few a words as possible. This may require a bit of a balancing act. You don’t want to be overly wordy, but you do need to get the message across. Here’s a great example from Acorn:
The app’s premise could be written in a fairly complicated way (it’s an investing app, after all). Instead, they made it as simple to understand as possible.
There’s a temptation to be mysterious in app marketing, especially pre-launch, but it’s a dangerous game, especially if your overarching brand isn’t well-established. If users don’t know what your app will do, they can’t get excited about it.
- Include a title and logo that matches what you have in the store
Make it easy on your potential customers. They should never have to second guess who you are. The title and the logo of your app should clearly be displayed on your landing page, above the fold. They should also have the same basic color scheme as your app’s icon in the store.
- Practice simplicity in design… and content
When it comes to app marketing, less is more. Instead of overwhelming your audience with a million different colors and charts, try for one or two strong images surrounded by white or monochromatic space. By the same principle, you don’t need to give every detail about your app’s functionality right there for review. Check out how simple Slack’s download page is above the fold:
You can put more content—specs, added benefits, and photo galleries—below the fold. Those who are interested in the additional information will scroll down to find it.
- Make sure the page is mobile friendly
Don’t use fonts, layouts, or other page elements that won’t look any good on mobile. Don’t overwhelm your page with too many images. Your app works great on a phone, and your landing page should too. The reality is, the majority of people wanting to know more about your app are going to be looking on their phones, so you want to make sure they have a fantastic experience with your site.
- Pick a killer CTA
The call to action is what your landing page is really all about. This is where your viewers click-through to download, or give up their email address. What makes a CTA encourage click-throughs? Here’s some basic principle to stick too:
- Short. Try to stick with five words or less.
- Clear. Don’t trick your reader into clicking, or you won’t get many conversions. Make it obvious where the CTA will take them, e.g. Get the app
- Action-focused. Choose a CTA that starts out with a verb, such as “Download,” “Launch” “Register”.
- In an obvious place. The user should never have to hunt for your CTA. Keep it above the fold, and use a contrasting color to help it stick out.
If you need more help marketing your app, Appmasters has you covered. Talk to us today and find out how you can rise above the competition and make your app stand out.
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