A great landing page is one of the best tools of app discovery outside of the app store and is also a great way to get users to download your app. But, most of us continue to struggle to optimize landing pages for conversion. In fact, most just build it as a checklist item.
Creating a landing page and getting conversions through it are two different things. Your landing page will solve no purpose if it fails to capture leads and finally bring downloads to your mobile app.
So, here five different landing page optimization best practices which can get your app more downloads.
#1 Optimize placement and the format of call to action
If you don’t ask for conversions, you won’t get them. Landing page optimization should include persuasion of people to carry out a very specific goal – your call to action or CTA. CTAs are extremely important and you have to make them visible and actionable for your users.
You don’t know which feature will click with your website visitor. So, incorporate a CTA at every level, whether it’s an app download button which redirects them to the App Store or a signup for an early access to the app.
Memoir app is a good example of this strategy. Their primary CTA is to get signups using Facebook, so they placed this button at every single step of their landing page.
Here’s another technique:
Yet-to be launched technology startup, Magikstra, organizes the CTAs in a concise field for email updates on their landing page.
Alternatively, contrasting your CTA button’s colour, or increasing the font size of the CTA button are techniques to grab attention.
Spendee app runs a very visible CTA to download the app.
#2 If you’ve got it, flaunt it
“People see an action as more appropriate when others are doing it.”- Robert Cialdini, Author.
Name dropping is one technique which rarely goes wrong in optimizing your landing page. Publish buzz about the app on the landing page in the form of media mentions or testimonials.
These names can be from known media houses, tech bloggers, industry experts, influencers, or a big customer. A trick most people use is to highlight these names even if they’ve written a guest post for them or have had an unrelated mention.
#3 Use video on landing page
People love videos as they can experience the information with very little effort. For example, PayFriendz’s main page used an interesting video in the background to explain the simple concept of the app. The actions of the person in the video using the app imply its benefits and cuts down many doubts.
Using video that runs in the background (typically through HTML5) brings more interactivity to your landing page. The visitors immediately get the context of how the app acts in real life. Best part is, you can create your own explainer video for under $100.
To make it more effective, you can add a call to action button at the end of your video.
#4 Employ user generated or user desired content
Here’s a great landing page optimization tip: Runkeeper app has its blog called “Beyond the miles”. The blog has different categories wherein they give out list of actionable things to do to lose weight.
They create user engagement and lead generation through the content of their blog. They also started a community which features the users of the app and their stories of losing weight. To drive more traffic to the blog, they send out a monthly newsletter that pulls in content from the RunKeeper blog.
In one of their campaigns called ‘Challenge’ they did a video featuring a few RunKeeper users, encouraging people to get out there and set goals for the New Year. Through high level of user segmentation (on the basis of language, region, time zones) they achieved a 100% increase in open rate, compared to another Challenge campaign from the same time the previous year.
#5 The As and Bs of testing to optimize the landing page
Prior to September 2014, Trello had a landing page where the pages didn’t have a consistent look and feel. They were made at different intervals by different people with different motivations, so the pages lacked consistency.
They wanted a simple, mobile-friendly layout for their landing page with consistent typography, thereby overhauling their landing and about pages.
When they converted the old home page to the new meta project by adding a analytics, they tested it where 50% of visitors saw the old version, 50% saw the new version.
They found the new page had a signup rate of 14% while the old page was around 11%.
A/B test different versions of your landing page and settle for the best one while optimizing it.