From clicks to installs: Mastering mobile app landing pages

Having a compelling and well-designed landing page for your mobile app may seem like a lower priority in your overall strategy, but can greatly impact your user acquisition. Let’s explore the key components of a successful app landing page and effective strategies, including retargeting, to maximize app downloads and user engagement.

An app landing page is a dedicated web page specifically designed to promote and showcase a mobile application. It serves as a virtual storefront, providing potential users with essential information about the app, its features, benefits, and how it addresses their needs or pain points.

A mobile app landing page serves as a gateway for users to discover, understand, and download your app. The primary goal of an app landing page is to entice visitors to download the app by presenting a clear and persuasive call-to-action (CTA) that leads them to the app's download page on an app store.

However, there are many uses for a landing page. You may wish to create more personalized content for a niche segment of your target audience. Or perhaps you have a robust content marketing strategy and wish to promote specific collections of content as part of a full-funnel strategy.

An app’s strategy and campaign goals will dictate its landing page purpose(s).

An effective app landing page should be optimized for conversions. It acts as a critical touchpoint in the user's journey, bridging the gap between discovering the app and taking the crucial step of becoming an active user. Here are a few elements to include.

Clear and concise messaging: Craft a compelling headline and a concise value proposition that clearly explains what your app offers and how it benefits users. Highlight its unique features to stand out in a crowded market.

Prominent CTA: Place a well-designed CTA button above the fold (this is what’s visible before a web user has to scroll), with persuasive text that encourages users to take action immediately.

Social proof and testimonials: Display positive user reviews, ratings, and testimonials to build trust and credibility.

App store badges: Incorporate recognizable app store badges (e.g., App Store and Google Play) that link directly to your app's download page on the respective app store.

App features and benefits: Provide a comprehensive list of your app's features and explain how they address users' pain points or improve their lives.

And, of course, to encourage users to continue down the funnel, you’ll want to ensure a good user experience on your app’s landing page. A few of the attributes that describe a good landing page experience include:

1. Fast to load: Users expect a smooth and speedy experience. Ensure your landing page loads quickly to prevent potential users from bouncing.
2. Easy to navigate: Keep the layout clean and straightforward, making it easy for users to find essential information and navigate through the page.
3. Eye-catching: Utilize high-quality images and videos that showcase your app's user interface and demonstrate its functionality. Visuals can significantly influence a user's decision to download your app.
4. Mobile-responsive: Ensure your landing page is optimized for mobile devices. A seamless and visually appealing mobile experience is crucial in retaining visitors and increasing conversions.

Retargeting your landing page visitors is a powerful strategy to re-engage those who have shown interest in your mobile app but haven't converted yet. To begin, assess visitors who have interacted with the content. Then, create a custom audience based on these potential users.

Next, design a visually appealing and compelling ad that aligns with the content and messaging of the landing page these individuals previously viewed. Emphasize the app's unique selling points and highlight any special offers or features to entice them further. The ad should link to the next stage in the funnel; depending on the landing page content this might be an event or newsletter registration or directly sending the viewer to an app store.

If your landing page audience can be further segmented, this is the perfect opportunity to create more personalized ads and A/B test what works well for conversion. The key is to test, learn, and optimize continually.

Calm landing page

Health and wellness app Calm has several landing pages to cover the various needs of its B2B Calm Business clients.

• An event landing page is targeted toward HR managers, promoting a Calm-hosted webinar on mental health benefits.
• A product landing page introduces new features and promotes various content generated by Calm related to these new features.
• A third form-based landing page encourages demo sign-ups alongside an educational video promoting Calm Business.

Browse the product landing page.

Duolingo landing page

Education app Duolingo’s engaging landing page promotes gifting the app’s subscription service. This is perfect for campaigns around holidays like Valentine’s Day, Black Friday, the back-to-school period, or Christmas.

Browse the landing page.

Learn how Duolingo leveraged Adjust to improve retention.

Summoners War: Sky Arena game landing page

Gaming app Summoners War uses a visually enticing landing page to provide information, direct to educational content, and promote the app with high-quality photos and videos.

Browse the landing page and its sub-pages.