A Landing Page As an Efficient Marketing Tool

If you’re soon launching your new mobile app, it’s high time for you to start its promotion on the Internet. What would you do first? Create a high-quality website? Well, yeah, it is a vital part of the online marketing, although, today, even an outstanding website can’t ensure the best marketing for you.

Nowadays, there is a much more efficient way to gain online visibility: a landing page. Not everyone may know the term, but I’m sure everyone has already seen it. Briefly, a landing page is a page of a website where a user starts their interaction with products, or, in other words where they ‘land’ first. They are created with the one single purpose – to market your product.

In this article, I’ll tell you how to use a landing page to promote your app.

How does a landing page help in an app marketing?

According to analysts, a landing page is more efficient than a homepage, because it provides only the essential information about your product, which exactly your customers need, and there are no unnecessary options that could distract or even annoy your potential clients.

With the help of a landing page you can fulfil next marketing tasks:

App’s presentation

A landing page is the best place to tell more about your app. You can place a short but informative description supported with your app’s screenshots or a video preview that will show your app’s features and advantages. Unlike homepages, a landing page doesn’t provide endless options and distractive information, so users can easily get the information they need with only one click.

Gathering of a user base

Every app needs to get its potential users even before its launch, otherwise, there is no point in launching at all.

That is why before the launch you need to start building anticipation with your potential clients and the best way to do it is to create a pre-launch landing page. It has to provide a “call to action” button proposing  customers to sign up for further news about your app. Just after you gathered clients’ data, don’t forget to inform your customers about upgrades. However, don’t be too haunting, otherwise, users will ban you for spamming.

Online visibility before and after app’s launch

Gaining online visibility is the biggest step to a successful launch. Once you’ve started your pre-launch landing page, it is vital to optimize it for a search engine. With the help of SEO, you can make your product visible on the online spaces. To make it work you need to find the keywords related to your products and then put them into a description text, titles, pictures’ names and URLs. However, the principle “the more the better” doesn’t work for SEO. Your text needs to stay user-friendly and be easy to read.

User behaviour analysis via A/B testing

A landing page is a perfect place to analyze and improve your user behavior. With a help of A/B testing, you can experiment with different UXs for your landing page, and choose the best one, which has shown the best conversion. In a nutshell, A/B testing is an online experiment that helps verify the best variation of a web page by showing two variants to users randomly and then with a help of statistical analysis discovering the best one.

What do you need to make an efficient landing page

If you want to create a landing page or improve the one that you’ve already had, you need to learn important aspects that makes it work much more effectively:

1. Orienting on a target audience. Every product is created orienting on target customers, and a landing page needs to present this product in the same way.
2. Good first impression. Since a landing page aims to present your product, it’s vital to make a really good first impression, otherwise, your customers won’t remember your product.
3. Headlines. The first thing that users see on your landing page is a headline. That’s why you need to make it catchy, so users would like to stay and continue their interaction with your product.
4. Copy. Don’t overload your description texts with the unnecessary information and complex sentences. Be straight and short, and users will appreciate it.
5. Design. A landing page design has to be clear and simple, so users could get required information easily without unnecessary clicks that can make them annoyed.
6. Call to action buttons. A call to action button is a vital part of any landing page because it shows users what they can do next, contact you, sign up for updates or buy your product.
7. Visual elements. Pictures, screenshots, and videos make your landing page look more presentable and imposing, and help to present your product more detailed.
8. Mobile-friendly pages. More and more users prefer surfing the Internet with different devices. That’s why you need to make sure your landing page will look good on any device.

About author

Alina Arkhipova is a Copywriter at Cleveroad, a Web and Mobile development  company. We work with startups as well as with big corporations, helping them to create competitive and winning products.