Marketing an app begins much before than launching it. From your pre-launch activities to marketing strategies, the arrival of your app and its success depends on how well you can build the euphoria of excitement amongst your target audience. Unfortunately, there is a major disconnect between the use and importance of landing pages by marketers.
At the very center of marketing lies the landing page – the space where app users land the moment they click the app. It determines whether or not a user is going to stay, check out or leave the app or website. So, that makes landing pages really crucial for any online business. Landing page is, thus, the heart and soul of your app.
Whenever users land up on your app, there are a few requirements the landing page should address. For instance, you must offer them some recognizable features and ensure that people know they have arrived to the right app. You should give your users a clear and concise picture as to why they should visit your app. Then, and only then, you can understand their motivations and offer them the exact piece of information they seek. And, obviously, you have to know what should follow. A killing call to action can be very effective to take your audience by the hand, assisting them as they enter your app.
For the ones still debating over whether or not your apps needs a well structured landing page, here’s a list of why and what makes landing page an integral part of building an app before it is launched:
Shaping your App Story
The nascent stage of the landing should be perfectly aligned with the strategic planning phase of the app. As you start nailing down the concept of the app and start creating your branding tools, you may want to buy a domain name that reflects the name of your app and publish it on the landing page. This page can then legitimize the presence of your app to give you a proper position and allow potential users to find you. It would also serve as the key place from where people can start learning about the app much before it hits app stores.
The basic landing page is the place where you actually start shaping the design identity of your app. You can showcase the app brand here on this page and place some introductory teasers with email sign-up forms to generate interest in your audience. You might even want to include high-level updates and information about when and how you want to take the app ahead, though you should always keep the launch dates fluid.
Most importantly, this is the page from where you start introducing your potential users to the app and the story behind it. Now, every app has a story, which customers want to know in a few lines. These emotional and crisp slogans showcase the core features and purpose of the app, and let users know why they might like to download the app when it is available.
Beta Testers Feedback – Crucial Stage
The next crucial stage of the app’s landing page is to increase interest in the app by revealing some vital details about the app and reaching out to potential customers for feedback. You can start by teasing out plenty of details about the features of the app, some screenshots, and much more. You can also get more creative in the promotional content with several interactive graphics or even a short promo video.
Simultaneously, you have to start building out social media networks and channels. Your landing page should have links to all social media channels and web presences you have considered for the app. At this stage, it is very important to connect different communication channels in a central location so that people can have a defined place to learn everything about the app.
By the time you reach this point, have several email addresses from your social media channel and email sign-ups. Thereafter, you can reach out to a large number of users and get new perspectives on what works and what doesn’t. Through discussions, you can find better solutions. Some users may also be interested to provide more hands-on feedback data using the app as a part of beta testing group.
You may also receive other feedback from analyzing hard data on the landing page, which visitors provide while interacting with the app’s marketing messages. A wide variety of messages can be tested on the landing page and across social channels in weeks. Since you have total control over what and how to display on the landing page, you have greater opportunity to gauge users’ response. SumoMe, Google Analytics, and similar tools can help analyze how people using the app.
Plan Pre-Launch Activities and Beyond for the App
Before your app goes live, you should be prepared with all the details related to your app, which includes documentation and support, press kit, pricing plans, and link to download the app in app stores. You can add more information to your website until it finally includes user testimonials, reviews, in-depth previews, and links to relevant articles about the app.
Taking optimum advantage of the information gathered through the landing page, you can send out emails to everyone. Emails reflect messages as well as features, which have resonated impeccably with the beta group. In this way, you can direct your users to download the app, rate it and review it at the same time. Using specific tools like LinTexting, developers can also add an option on the landing page for people to receive SMS link sent to their respective devices to make it much easier to discover an app. By reaching out to the media that seems the best for your app, you can let them know that your app is now live. In case if they were not already aware of your press kit, you can provide a link to the same. Fact is, the more details you provide, the easier it gets for the press to consider and cover the release of your app.
Beyond the app store, there’s a better and greater scope for your app. You can refine the landing page with proper SEO techniques to increase the total number of users who can find out about the app, and direct them to the app in the app store. It hardly matters how well you have executed the app if no one really gets to know or find out about its existence. The trick is to maximize keywords of the landing page without messing up the content. It is one of the best ways to encourage greater organic traffic to the landing page as well as the app. Pick your keywords that users would use to find your app, or similar apps with similar features. You can also use Google Keywords Planner for optimum results.
The landing page of an app is just a part of the holistic approach used to position apps for its success. However, it is critical. Without a basic landing page, users would have to struggle to discover the app and may not even have options to share the app with their networks. In fact, it is really easy for any app to lose its way in this overwhelming and overcrowded app business and stores. What more, you are limited in the way you can market the app if users find the app store listings. By having a landing page, which is a stepping stone through evolution in times, your app has chances of attracting more potential audience to the app and enticing them to download the app and stay with it.
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