Why Landing Page is Crucial for your App Success
You may have already got your mobile app listed in the mainstream app stores like Apple’s App Store and Google Play.
You may also have a website dedicated to various aspects of your mobile app, describing all the features and benefits of using your app.
You may also have a decent presence on Instagram, Facebook, Reddit or Twitter.
But do you have a landing page for your mobile app?
If not, you must consider having one.
This blog post explains why a landing page can be indispensable for the success of your mobile app whether you are just launching a new app, or you already have an app that you constantly need to promote.
What’s a landing page?
Many people confuse the homepage of their website with a landing page. In terms of Internet marketing, a landing page has a very specific purpose.
It is a standalone web page with a single focused objective — Call to Action (CTA).
A landing page is so focused that it doesn’t even have your usual navigation bar and there are no external links.
This is why landing pages are popularly used for PPC campaigns (Google AdWords, Bing Ads, Facebook Ads, etc.) and email marketing campaigns. Targeted messages leading to highly targeted landing pages.
In the case of promoting your mobile app, you can use a landing page to either encourage people to subscribe to your updates (so that you can regularly engage with them) or allow them to download and install your mobile app, or do both.
Some of the greatest benefits of having a landing page for your mobile app are:
- Highly focused messaging
- A single, targeted CTA
- More subscribers for your mailing list
- Better features/benefits display
- High-conversion destination for PPC campaigns
- Scope for rapid improvement through A/B testing
A landing page must exist in isolation. There should be minimal distractions, in fact, no distractions on your landing page. Just the message, and the CTA.
Why is it very important to have a landing page for your mobile app?
As mentioned above, a landing page is a targeted destination for your visitors. It has a singular purpose. A landing page doesn’t beat around the bush.
Once a person is on your landing page, he or she knows that he or she either has to download your mobile app to try it out or, if you want, subscribe to your updates so that you can constantly keep in touch with the leads that are generated by this landing page.
A landing page doesn’t just become important once you have launched your mobile app, but even before you have written a single line of code, you can have a dedicated landing page for your mobile app and you can even start promoting this landing page to start informing your app users and to create a buzz around your app.
You can run PPC and email marketing campaigns and lead people to your landing page where they can get more information about the main features of your mobile app and best, they can also subscribe to your updates so that they are the first ones to know once the mobile app becomes publicly available.
Aside from prompting people to subscribe to your updates, you can also persuade them to follow you on social media and social networking websites. This way you will be consistently in touch with them and in case you’re looking for volunteers to try out the beta version of your mobile app, you will know where to disseminate your message.
Let the story of your mobile app shape up on your landing page
Every worthy project has a story. Something must have prompted you to work on your mobile app and then offer it to the users.
What motivated you?
From where did you draw your inspiration?
What various stages your mobile app has gone through?
What are the various answers to the questions being asked by the future users?
Or, even answers to questions that haven’t yet been asked.
What are the features for which your prospective users must download your mobile app?
Share the visuals of your mobile app. You can showcase various screens. You can display your logo or the icon that will be used when the app appears in the app stores.
You have a small video explaining the concept of your mobile app? You can share it on your landing page.
You can compile the entire story as well as your journey on your landing page.
Side note: Is it alright to have multiple landing pages for your mobile app? Depends on your marketing strategy, but yes, if you want to address various aspects of your mobile app, no harm in having multiple landing pages for the same mobile app.
Get feedback from beta users
Qualified feedback from beta users is very critical before you fully launch your mobile app. You can offer the beta version of your mobile app from a dedicated landing page. The beta testers from your landing page can help you improve the quality, the usability, and the overall performance of your mobile app.
Crowdsourcing your testing also helps you find bugs that you or your team may have missed during in-house testing and debugging.
Another benefit of inviting feedback from your landing page is that in the beginning itself you can find whether your idea is worth pursuing or not. Sometimes, in excitement, we tend to work on solutions for which either there are no takers, or better solutions are already available.
It will save you lots of time when people download the beta or even alpha version of your mobile app from your landing page and give you qualified feedback.
Know the conversion factor of your mobile app through your landing page
“Conversion factor” means, how well you can sell the idea of your mobile app and how many people download it.
Whether you promote your landing page through a PPC campaign or other means, the number of people coming to your landing page divided by the number of people downloading your mobile app will give you the conversion rate.
Such focused conversion rate is impossible from your regular website because people may come to your website for all sorts of reasons. But, when they come to your landing page, they know that you want them to download your mobile app and hence, this is a better mechanism for gauging the conversion factor of your mobile app.
A landing page instills a sense of credibility into your mobile app
A landing page looks professional. It is targeted. It is built to convert. It is to the point. It is sleek.
A professionally-designed landing page focuses on the main selling points of your mobile app and here, selling points means the benefits.
A typical user who lands on your landing page is going through a problem and he or she is looking for a solution that he or she thinks your mobile app can provide.
When you address his or her concerns in a conversational manner, precisely informing him or her what he or she will be able to achieve through your mobile app, it instills a sense of credibility.
You are being sincere.
At the outset itself, you are telling your visitor what all can be achieved from your mobile app and how he or she can benefit from it.
A mobile app landing page allows you to make an emotional connection with your users
Remember that a landing page is constructed to make an impact. You must make a passionate case about your mobile app and for that, you need to “talk to” your visitors.
Whether you can make an emotional connection with your users or not, can have a big impact on the success of your mobile app. On your landing page, there is a better scope for making an emotional connection than on your regular website.
You can use various elements to make an emotional connection other than simply using text. You can use animated GIF files, small video clips or visually enhanced text messages. When it comes to being creative for your landing page, frankly, the sky’s the limit.
Concluding remarks on having a landing page for your mobile app
Due to the very fact that a landing page is highly focused, it also keeps the overall direction of your mobile phone unfaltering.
The speed of feedback is also greater through your landing page. As mentioned above, through your landing page you can invite visitors to try out the beta version of your mobile app. Although in many cases this facility is also available in app stores like Apple’s App Store, you can be more flexible on your own landing page.
These days you cannot even think of launching a successful mobile app without setting up a mechanism to constantly keep in touch with your prospective app users. This can be achieved through building your own mailing list and keeping your prospective users engaged through your social media and social networking profiles. Your landing page can be utilized for this.
You can build your landing pages for the pre-launch phase, launch phase and then post-launch phase to keep your users engaged.
If you have the budget, a landing page, through strategic PPC campaigning, is the best tool for faster user acquisition.
Want to use a landing page for sustained PPC campaigns on search engines as well as social media and social networking websites?
Want to place where users can come, get the needed information about your mobile app and then download it?
Want visitors to be able to subscribe to your email updates?
Activating a landing page should be one of the first steps you take towards building and launching a successful mobile app.
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