Best Practices When Building a Mobile App Landing Page

Landing pages are an important part of efficient inbound cell advertising. Typically, many web entrepreneurs view these pages as touchdown pads for prospects. Whether or not lead technology or gathering knowledge, touchdown pages are the place the motion kicks off. With the ever-growing problem of attracting and holding web person’s consideration on-line, it’s extra essential than ever to have app touchdown pages that set off immediate conversions.


Table of Contents

So, What Is a Touchdown Web page?

Typically, a Touchdown Web page is actually a webpage aimed toward changing customers into gross sales leads who can then be focused with different communications. Sometimes, touchdown pages want to face other than standard web sites the place guests could get distracted by different messaging.

Touchdown pages are historically clear of their design and simple to make use of. As such, they’re the perfect place to incorporate a type for capturing customer knowledge as guests can immediately see what’s being supplied, and what you need from them.

Utilizing touchdown pages, entrepreneurs normally persuade individuals to go away their knowledge by providing them rewards they can’t get anyplace else. For example, the chance to obtain and entry unique content material like white papers, e-Books or webinars, and even tailor-made reductions on services or products.

What Is an App Touchdown Web page?

An app touchdown web page is a touchdown web page devoted to a selected cell utility. Sometimes, it’s not a webpage accessible by way of a web site’s navigation; however as an alternative can solely be “landed on” by clicking on a headline or hyperlink on a search engine, or a hyperlink from one other supply like a social media advert or submit.

It’s prudent to do not forget that an app touchdown web page isn’t a splash web page, dwelling web page, gateway web page or a microsite.

The Origin of Touchdown Pages

Touchdown pages have strayed from their authentic that means. Touchdown pages have been initially meant to be the important thing focus of selling efforts. As such, most web sites would maintain a couple of of them for numerous campaigns along with a house web page. The concept was for customers to return to the personalized touchdown pages, then click on by to the precise content material chosen for these pages, or opt-in to an electronic mail checklist or carry out no matter motion was meant.

Nonetheless, in a while, search engines like google switched issues up by turning any web page with related content material for a selected question right into a ‘touchdown web page’. This ideally compelled web sites to deal with making a cohesive really feel and spreading advertising campaigns site-wide, somewhat than properly dressing up a couple of pages and driving the site visitors there.

Advantages of Touchdown Pages

There may be a lot one can do with touchdown pages, for instance:

  •       Improve leads
  •       Develop their electronic mail checklist
  •       Promote services and products
  •       Get extra shoppers or clients
  •       Develop their revenue

Finest Practices for an Efficient App Touchdown Web page

The aim of an app touchdown web page is to drive customers to obtain the cell app. For cell entrepreneurs, conversions are their primary, as guests ought to by some means be compelled to obtain and use an app. Nonetheless, there are a number of methods to construct a profitable app touchdown web page which hundreds of entrepreneurs have trialled by iterative experimentation, trial and error to grasp what works and what doesn’t.

Listed below are a couple of foundational components you possibly can take into account when designing your app touchdown web page:

Hold It Easy to Cut back Cognitive Overload

Have minimal content material in your app touchdown web page, so there may be much less cognitive load on the person. In observe, the extra the content material, the extra a person will get confused in regards to the intent of the touchdown web page. Bear in mind, that one of the important conversion killers is confusion.

As such, your app touchdown web page ought to take a minimalistic method with sidebars, navigation menus, graphics, buttons and textual content. The identical precept must be filtered to the web page design. Your goal must be to run a cell enterprise, not an artwork gallery.

Content material with Readability

Don’t try and be overly intelligent with the app touchdown web page’s written copy and graphical components. There are refined methods to channel your message and concepts with out sounding like you are attempting too arduous.

All the time guarantee to be very clear with what you need your clients to do. For instance, ‘CLICK HERE’ or ‘DOWNLOAD NOW’. Keep away from utilizing phrases like “Please” or ‘Perhaps” or “We’d counsel”. As a substitute, guarantee to at all times inform your guests precisely what you precisely need them to do. In easy phrases, dedicate your app touchdown web page to at least one objective, you probably have one other objective, then create one other app touchdown web page for it.

Keep away from Direct Sells

Resist the urge to instantly full a sale, particularly if you happen to’re an e-Commerce app, or one linked to a selected service. A gross sales pushed method can flip down guests to an app touchdown web page.

Sometimes, the sale of products and companies requires a couple of backwards and forwards encounters between the corporate and the prospect first. Bear in mind, guests is not going to learn your entire content material on the touchdown web page, and can almost definitely want extra data and interplay along with your model earlier than making a purchase order.

In observe, don’t ask an individual to purchase 5 acres of a Dairy Farm. Reasonably, signal them up for a free webinar on Dairy farming, then comply with up with the lead after the webinar to proceed the gross sales course of. Once more, the thought is to construct belief, not instantly getting the sale.

Hold Guarantees

Your app touchdown web page should fulfil the promise of its Google Advert to keep away from annoying potential customers. Sadly, the largest failures in on-line advertising campaigns occur when the customer clicks a hyperlink as a result of they have been promised one thing within the title, and discover a touchdown web page that has nothing to do with the title. Holding your guarantees to make sure guests covert by truly downloading the app. Fairly easy, proper?

Hold Testing

Regardless of the a number of “greatest practices” or “guidelines of thumb” out there that you would be able to undertake, it’s necessary to maintain testing totally different approaches and components to enhance the effectiveness of your app advertising marketing campaign.

For instance, you possibly can add an even bigger call-to-action (CTA) button or take a look at utilizing an A/B cut up take a look at device to find out which CTA triggers higher person motion. Listed below are the principle areas of experimentation and Iteration that you would be able to deal with, particularly: the lead-In CTA, navigation, written copy, footage, types and web page load velocity.

As you experiment, guarantee to measure metrics like: in-page analytics, value per acquisition, segmented site visitors (for instance, PPC, natural search, or websites that hyperlink to you), bounce price, and income per conversion.

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