The Importance of an App Landing Page or App Website
An app landing page is so important that some experts suggest that you create one even before writing the app’s first line of code!
The importance of an app landing page evolves with the app itself from concept to post-launch. It’s more than just a destination. And as you read further, you’ll realize there are lots of benefits in having a dedicated app website.
Pre-launch App Landing Page
An app landing page has promotional power even before the product is out in the market. This allows you to create buzz about the app and includes your potential app users into the development process. The concept of your app may catch the interest of several people. Intrigue them with a promise of more information along the way. Over time, they can become invested in your app and download it once it goes live. Furthermore, you can make the most out of the other benefits of having a pre-launch app landing page:
- Building an email list. Ask people to subscribe to updates about your app’s progress or its release date. You can also ask for information about your app’s potential users during the sign-up process. These can include things like the reason for their interest in the app (for work or leisure), monetization preferences (in-app purchases or ads), and features they want to see on the app. This is basically a peek on your user demographics!
- Get a head start on SEO. It’s important to position your app in the SERPs early on. This would also give you ample time to test keywords that you could use in your app title and description.
- Test branding strategies. Your app’s pre-launch landing page should shape its identity as a brand. Here, you can get initial feedback to your app’s design especially the color palettes and typography. The app landing page should evolve according to the app’s stage of development. More and more design elements and features should be revealed at each stage.
- Easily branch out to social media channels. A social media presence is a must for marketers nowadays. But it’s also important for these channels to lead to one landing page where you can establish a solid grounding for the app’s web presence.
App Landing Page for a Live App
Once the app goes live, all information about its features should be presented on the landing page. The app descriptions on the app stores are sometimes not enough for some and the presence of an app landing page can also serve as an assurance that the app came from a reputable source with avenues for technical support and inquiries.
Aside from that, an app landing page or app website should contain elements that can help increase the app’s discoverability outside the app stores and increase conversion. These important elements are:
- App name and icon – create recall using a memorable app name and icon. Create a strong brand experience from the beginning, as if you are marketing a tangible product.
- App pitch and call to action – it still all boils down to selling your apps to potential users. Just like any product, it should have a slogan and strategically placed calls to action. Download calls to action would now replace subscription calls to action.
- Device compatibility – this is mostly to remove the ambiguity that most mobile app landing pages or mobile app websites present. State from the very beginning that your product is a mobile app.
- Feature presentation (screenshots and video previews) – you can creatively present app features using a trailer or demo. It should be more extensive than the screenshots and video previews available in the app store.
- Social media channels – as your app landing page is evolving, your social media presence should too. Build a community around your app through social media channels and make sure that users are aware of this community. This way, it is important to engage users and receive real-time feedback from them.
- Contact and support information – It is important to assure users that they will get answers for their questions and problems with your app. Aside from the contact information you provide for the app stores, set aside another contact channel.
- Social proof – showcase any user or expert testimonial about your app, including any contests and awards that it won (or been nominated to).
- Press Kit – organize essential information about your app for ease of access in case a journalist or blogger want to feature your app.
These elements all contribute not only to an app’s discoverability but also in engaging users and prospective users into sharing and talking about your app. An app landing page or a full on mobile app website is just another way to gear up your app for success. As your app evolves, so should your marketing strategies and in turn, your app landing page.
