The growth of mobile apps especially among millennials and adults is significant. According to Statista, over 197 billion mobile apps were downloaded in 2017, and the demand continues to grow.
As a business or marketer, who intends to develop and launch an app, you need to position your app so it gets users’ attention — you need a dedicated landing page.
A landing page makes a great tool to increase mobile apps downloads. Using it, you can attract more users, enhance app retention, and improve conversions. But that’s only possible if you design the landing page right.
You want it to attract as much traffic as possible which requires you to make the page attractive and worth the visitor’s time.
So, how do you do it?
Here are proven ways to make your mobile app landing page effective in order to increase downloads:
Use an Eye-Catching Title
Users read the title of your page first. If they do not find it impressive or revealing, chances are, they will not want to learn more.
Since you want to attract visitors and nudge them to download, install, and use your app, it’s essential to be creative with your title or headline. For example, when you visit the PlayWith app page, the title stands out and bold.
Make your title short and straightforward. Users will get lost trying to figure out the essential parts of a long title.
Or, they may feel bored even to try to decipher its meaning. Use easy-to-understand words, and be on-point with describing what your app does.
If the title doesn’t show how the app is supposed to help users, a visitor may be tempted to leave too soon. No one wants to think or guess what had to be made available to them.
For example, a good title for a taxi-hailing app would go like this, “the easiest way to find a cab.” It should, within the first five or six words, represent what users are to expect from the app.
At the same time, it should entice the site visitor to learn more about the app. Bold the title to make it eye-catching. Once you capture the interest and curiosity of visitors, directing them to “your call to action” becomes easy.
Target the Right Audience
Your landing page copy and the message should target the audience you built your app for. Streamline all aspects of the page to identify with the users, from visuals, language, to share icons.
It helps to make the page relevant to the people who need your app. In the words of Mary Munter from the Harvard Business Review:
“Having an audience strategy — that is, techniques for analyzing your various audiences and gearing your communications towards their needs and interests — is essential to successful communication.”
As a result, you will have more people willing to spend time on the site. Not only that but also those willing to install it on their devices.
To make your app landing page suitable and appealing to your targeted visitors, research your audience first. It’ll cost you $1,000+ to develop an app, so you must ensure there’s a demand for it so you don’t waste money.
Use analytics to understand the app’s users. Ask yourself questions about the age, profession, and other information regarding the people who need the app. It will help you include only what appeals to them and exclude what doesn’t.
For example, as a digital marketing agency in India, your target is Indian millennials, you may want to include Instagram and SnapChat in the “share” icons.
If the users are professionals or businesses, it would be better if you included LinkedIn or Twitter icons. It would make the shares you get for your app more effective.
Make it Less Cluttered
A landing page that appears cluttered and untidy can be a put-off. Visitors will leave without bothering to find out what information it contains. It should look clean, clear, and professional. Here’s an example:
If they happen to stay, they may have trouble locating the most important icons such as the call to action or download buttons. Besides, internet users rarely have time to sift through a hundred images and icons.
The trick is to have lots of white space. But that doesn’t mean omitting important information or doing away with graphics.
It means including details without overdoing it. Only allow important icons and avoid introducing an image for every piece of information. Use bullets to make content easy to scan, and use the right font for readability.
Using videos helps to minimize clutter without limiting the delivery of content. Videos pack a vast amount of information but do not require a lot of space on the landing page.
Don’t have them too long or too many, though; it would result in the same clumsiness you were trying to avoid in the first place.
In a 2016 study conducted by Google on how users discovered apps, sharing came out as the most popular way. Of the 999 participants, a majority revealed that they were introduced to new apps by friends and relatives.
Having a share button or icon on your landing page can positively impact the number of downloads your app achieves.
Allow people visiting the landing page to share your app in different ways. Social media platforms make the best way, with the possibility of reaching thousands from a single share.
To make the sharing more effective, including the social sites that are most used by your target audience.
Include Eye-catching Images and Videos
Images can work wonders to sell a product. Humans are naturally attracted to beauty, and great images on your landing page will help attract as well as keep visitors.
From screenshots to videos, make the visuals high quality. For the screenshots, I would advise that you avoid those showing only the logo or menu, and focus on the ones showing the various features of the app.
Here’s a good example of an app landing page with high-quality and relevant visuals.
Users want to experience the look of your app before making a download, and screenshots allow it in an interesting way.
Make the videos on your landing page clear and concise. They should explain the usage and features of your app in a simple and easy-to-understand way.
Remember, the more you complicate the tutorials, the more the likelihood of visitors leaving without caring to download your app.
Also, make the videos short and exciting. The attention span of most internet users is low, and they’re unlikely to watch a clip that’s several minutes long.
More so, if the clip is not interesting enough. Shorter clips will also allow visitors time for other information apart from what you present in the videos.
Have a Clear and Visible CTA
The Call to Action (CTA) button is one of the most crucial parts of your landing page. After taking the site’s visitors through all the other aspects of your app, the CTA is where you persuade them to act.
Doing it the wrong way can mean a lost lead or a lost opportunity for download. So, how do your CTA to make it lead to downloads?
Make it clear, short, and personal. Avoid ambiguous wording that won’t prompt a visitor to take action. Make the words appeal to their emotions. While “call to action” lines can vary depending on audience and type of app, the general rule is to make it persuasive enough. Here’s a good example:
If you’re yet to launch your app, the CTA could be something like “Sing Up Here” so that they can receive email alerts once the app is out.
If your mobile app is already running, you could use the “Download Now” CTA to take them to the app store or to have the app download directly to their devices.
Make the CTA conspicuous, too, or people visiting your site will miss it. One of the worst mistakes you can make with your ” call to action” would be to hide it amongst other icons.
Being a crucial button, you should display it in a way that users will have no trouble finding it.
Have it stand out from the other icons by making it a different color, and in contrast from the rest. It will make users notice it easily, and click on it.
A well-designed landing page stands a good chance of increasing mobile apps downloads.
You only need to make it visually appealing, easy to read through and with concise spot-on wording. You also need to make it less clumsy-looking by limiting the number of images and icons.
Combined with other strategies to optimize downloads for your app — the landing page can be an excellent marketing tool.
Latest posts by Michael Chibuzor (see all)
- How to Design a Perfect Landing Page to Boost Mobile App Downloads - August 11, 2018