Conversion rates and revenue that you earn in your apps greatly depends on the marketing strategies that you’re using. A lot of companies will setup app install campaigns or directly send their users to the app on Google Play or the App Store. This article will cover an introduction to landing pages and some of the positives/negatives of using them.

What is an app landing page?

It’s a webpage that gives a brief idea of what your app is about, and gives you a lot more control and space compared to the download page in an app store. Here are some of the features that we really like to see.

  • A download link to your app, it’s usually a good idea to have buttons (don’t forget this one)
  • iOS Button — Click on “Download on the App Store Badge”
  • Android Button
  • Social media buttons. These are great for encouraging people to share your app if the idea is unique. It can also give another place for you to receive feedback which is important as you decide what features/bugs to work on next.
  • Sometimes a video can help clarify your service or engage users before they download the app. It’s good practice not to have the video set to play automatically.
  • Your branding. Start building your brand and set the tone for how your customers will think about your app and company. Your logo, font, text sizing, and colors will have an important impact. It’s going to set a first impression for your app, so it’s important that you think about these carefully. Try to keep your site as minimalistic as possible and focus on getting them to understand what you provide and then downloading the app.
  • Testimonials or reviews from users or press. Positive feedback will help increase conversion and establish the trustworthiness of your app.
  • A preview of what your app will do. Venmo is a great example of this, they have a live feed of public payments getting processed by the app and it updates in real time.

Where would you use it?

  • Pre-launch buzz generation. If you’re app is still in beta testing or will be released soon, this is a great way to measure interest
  • Adwords, Twitter, and Facebook campaigns. As I mentioned earlier, one tactic is to try and use this page to engage your users before they download the app. You can help prevent negative reviews by setting expectations for market availability and pricing.

What are some good examples?

Human

http://human.co

  • Download link above the fold
  • Custom iOS and Android buttons
  • Screenshot and highlight of features in the app
  • 5 star customer reviews
  • Another set of Play Store and App Store branded links
  • Quotes from press articles

FiftyThree

http://www.fiftythree.com

  • Autoplaying video without sound
  • Easy access to download link
  • Use cases and features in the app
  • Emphasis on FiftyThree app icon and logo
  • Introduction of Pencil product that works well with the app, a great way to get customers to buy premium products.