A lot of people mistakenly consider the app stores for the only sources of traffic to their mobile apps. That’s not the case.
The truth is that you will actually need a central hub of marketing your app — somewhere you can grow your mobile app’s audience by creating an overall sense of excitement around it.
That’s the exact reason for which every mobile app needs a well-made and optimized landing page.
Alright, so What’s a Landing Page?
You can think of it as a very specific, targeted web page which is solely created to promote a product or a service. It’s typically used by marketers in order to capture leads through online forms or any other content which is behind the gate.
Hence, a mobile app landing page will be specifically designed to promote your mobile app. It should properly describe the features of your app and its value proposition so that everyone who goes through it will be enticed to click, download, and consequently install.
Keep in mind, though, that this is likely to be the first contact between your mobile app’s brand and your potential customer. This is why it needs to be absolutely crystal clear regarding the problems your app is solving.
There are plenty of tips for designing an effective landing page in 2019 that you can take advantage of. Below, however, we’re going to go through some basic elements that you need to keep in mind.
Main Elements of an Effective Mobile App Landing Page
While that’s not necessarily true for every mobile app landing page, these are the elements that you can expect in the majority.
The Call-to-Action (CTA)
The CTA is likely to be one of the most important things that you would have to consider when creating your landing page, or when you have someone create it for you. It’s that propeller which is going to drive action from the user — something that prompts him to react. Usually, call-to-actions are spread throughout the entire landing page.
It’s important to be both subtle and, at the same time, tempting enough to cause an action. Regardless of whether you’re using a button, a form, or a simple text link, this CTA is one of the most important elements that your landing page will need.
Your headline is another critical element of your landing page design because it’s the first thing your reader will see. You need to guarantee that it properly communicates the value of your application. It’s not necessary for it to be witty or clever — it just needs to drive the point home that your reader needs your app. Or, at the very least, it needs to intrigue him enough to stay on the page.
The Body Copy
This is usually the part of your landing page where you are going to list out some strong suits of your app — its benefits. You need to provide as much copy in order to answer your readers’ unasked questions.
You should also satisfy their motivation to get to your landing page — why did they do it in the first place?
Now, there’s no pre-set rule of how long your copy needs to be. Typically, the shorter it is — the better. After all, you don’t want your reader to be overburdened with text.
The Social Proof
Social proof is very powerful and that’s why it is omnipresent in a range of different mobile app landing page designs.
You need to figure out a way to show to your reader that your mobile app is trustworthy. Normally, a lot of designers would showcase the glowing user reviews or any testimonials from some big-name customers. You can also display any awards that the application has managed to get or any recognition if there is some.
Enticing and Attractive Media
That’s the only thing that’s going to make your mobile app landing page stand out and be different than the rest. Media — your chosen images and videos, will become the eye candy to your page — it’s as simple as that.
The goal of your visuals isn’t to build a beautiful app landing page but to enhance the overall story that your body copy is trying to tell. Hence, it’s particularly important not to disconnect the media elements from the overall vision for the app and what your story’s about.
Some Extra Tips and Tricks
Now that we have the basics all sorted out, allow us to throw in a few extra tips that will make your landing page a lot better.
#1 Keep it Short
As we hinted above, your copy is better off if it is short. Why? Well, because of attention spans. You need to make sure that you only keep body copy which adds value to your page and take out all the filler. You can use bullet points in order to outline the essential information — this is something particularly important.
#2 Make it Specific
If you can attribute your application to a certain community — that would be awesome. In fact, that’s one of the things that you ought to be aiming for. It’s a lot easier to start getting a relatively smaller group of targeted people excited about your mobile app than the general public. You can leverage communities to increase mobile app downloads.
It’s a common misconception that your app should be targeting a large audience. While there’s nothing wrong with that, it’s also a lot more challenging to make it successful, and it will take a whole lot more of your resources.
Make sure that the benefits of your app and the problems that it solves are properly communicated. If you can sell your users on the value proposition early enough, you will be able to convert them into a customer fairly quickly.
Keep in mind, thought — the simpler your copy is, the better.
A landing page for your mobile app is something that can undoubtedly enhance its overall online presence. Moreover, it can be used as a hub for all of your marketing efforts, bridging the gap between your mobile app and your potential customers.