The App Store and Play Market abound with a huge variety of applications. More than two million (per store) are serious numbers to get lost among them. Simply optimizing the download page in such conditions is not enough to attract attention. That's why you definitely need an additional marketing tool that will increase consumer reach and downloads. That's the app's landing page!
A landing page is a single-page website dedicated to the goal of convincing a user to take a single action. Such pages often act as part of a campaign in conjunction with PPC (pay-per-click) and paid ads on social networks. In our case, there are several targeted actions:
If you take the trouble to study the landing pages of popular apps, you'll find some typical elements of their design. Let's take a look at them.
The very first thing visitors to your landing page see is the headline. Naturally, this is where you should briefly describe the uniqueness of your app, which puts it above the competition. You don't want to go into complicated technical characteristics or make the text too ornate. Three or four words for the title, describing the main purpose, and a few points of distinctive features - that's enough. Get the customer interested.
Existing for a single purpose, the mobile app landing page should in every way push the user to it. The right CTA (call to action) is what should encourage the viewer to become a lead or customer. For the first case, you need to clearly state what the form is for and what the person who fills it out will get in return. The second usually uses prominent buttons with a clear call to download. By the way, it's good practice (especially for relatively long landings) to duplicate these elements.
In the main part of the text, you continue what you started to do in the title - to describe the advantages of your product. Here you can focus on the less significant benefits and subtleties. Answer any questions visitors might have so that they don't have to go into the details on their own. Not everyone will go for that, but rather just skip your app. The size of this part varies depending on your target audience and the complexity of the app itself. It doesn't make sense to describe a simple clicker game in as much detail as a graphics processing app, for example.
Your app landing page design would be empty and uninteresting without a visual component. Here it's time to show the functionality of the application in the form of images and videos. This option is preferable for more users than reading large amounts of text. You can either make screenshots and record videos from the screen yourself or hire a specialist to make the graphic part look more professional. An interesting advertising gimmick is framing such a video to look like a real device. It could be a popular iPhone or Android device, depending on the audience the campaign is aimed at. And, as always, it is important not to go overboard with both the length of the video (up to two minutes) and the total amount of media.
For simpler applications, the number of users and downloads will be enough to instill confidence in the new visitor. But for complex applications (especially expensive ones) this will not be enough. In that case, you should use reviews and links. Usually, this is done in the following format: a couple of review sentences + name and link to social networks. If the reviewer is not an individual, but a publication, you should add their logo for clarity. And, of course, if your app has awards, be sure to display them for all to see!
In addition to the content of the landing page, which was mentioned above, there are a few points to which you should pay attention. Among them:
Create your own landing pages with ME-Page for free with advertising (or without it - for a nominal fee). And, using all the above tips, it won't be difficult at all!