App store optimization is probably at the top of your list of things to do to increase app downloads. This is no doubt one of the best strategies, so you’re on the right track.
However, it isn’t the only one. In fact, there’s another equally effective strategy: creating and optimizing an app install landing page.
App landing pages are no longer nice-to-haves—they’re must-haves for businesses looking to maximize app downloads. An effective page serves as a central hub for app marketing. It communicates the app’s benefits and features and provides direct links to app stores for downloads—elements that work together to boost conversions.
So let’s look at some best practices to help you maximize the ROI on your mobile landing page.
What is an app install landing page?
An app install landing page is a dedicated web page designed solely to drive app downloads. It differs from typical homepages or web pages in that it’s purpose-built to communicate an app’s core features and benefits and simplify the path to installation.
Usually, it’s the first stop for customers before they’re directed to app stores for downloads and installations. Some users land here after clicking ads, others after engaging with social media posts, and others after clicking calls to action (CTAs) in text messages or emails.
Advantages of building app install landing pages
We know what you’re thinking—why not just use your website? Well, standard websites don’t typically shine the spotlight on any one goal, so it’s easy for visitors to get distracted. But a landing page serves a single purpose: driving app downloads. Here’s how it can benefit your app install campaign.
Increases download rates
An app install landing page focuses entirely on a single, actionable goal: getting visitors to download an app. It drives customers’ attention to app download links by eliminating irrelevant options, boosting their likelihood of converting.
Minimizing distractions also reduces the risk of cognitive overload, preventing visitors from feeling too overwhelmed. This can enhance their experience with your brand, making them more likely to explore your products.
Builds brand trust
Well-designed, professional landing pages offer valuable app information and display trust signals like customer testimonials, enhancing brand trust and credibility. These elements create a positive first impression and allow potential customers to learn more about your app, which can drive downloads.
Allows for better personalization
App install landing pages offer more flexibility than standard websites. You can tailor them to specific audiences, making it easier for you to align messaging with customer expectations and needs.
For example, if you’re targeting health-conscious customers, you can focus on specific app features or functionalities that appeal to this demographic, such as sleep monitoring and fitness tracking.
With 76% of consumers saying that personalized content makes them more willing to engage with brands, this isn’t a landing page benefit you want to ignore.
Opportunities for click tracking
Depending on your chosen landing page optimization tools, your app install page may also make it easier for you to track download link clicks. Click monitoring is vital as it shows how your target audience is receiving your app and highlights what drives them to action. This can help you improve future app install marketing campaigns.
With Bitly as your landing page generator, you can seamlessly embed Bitly Links into your landing page and track visitor engagement for A/B testing and continuous optimization.
Say you’re unsure about where to place your call to action. You can create two Bitly landing pages, place your CTA above the fold on one and below the fold on the other, and embed a unique Bitly Link in each one.
From your Bitly Analytics dashboard, you can monitor each link’s click totals and adjust your main landing page’s CTA placement based on the winning design.
7 Best practices to consider when creating app install landing pages
Now that you know the value of optimized pages for app install campaigns, how do you create the most effective landing page design? Read on for some valuable tips to maximize your conversion rates.
1. Spend time crafting an effective call-to-action (CTA)
The CTA brings everything together on your landing page. It’s the final push visitors need to complete the desired action: downloading your app. So take time to make it as compelling as possible. Some best practices to observe here include:
- Use action-oriented phrases such as “Download Now” or “Get Started” to nudge visitors to act.
- Use clear call-to-action buttons instead of CTA text.
- Make your CTAs stand out by using contrasting colors or different fonts.
- Place your CTAs above the fold so they’re one of the first things page visitors see.
If you’re unsure what works for your target audience, try different CTA variations and monitor your engagement numbers to see what drives the most downloads. You can experiment with the color, placement, design, and wording to determine which features resonate with your audience.
2. Show the value proposition with engaging visuals
Your value proposition drives customers to download your specific app instead of your competitor’s, so be sure to showcase it.
One of the best ways to highlight your value proposition is through visuals. They not only allow potential customers to understand your app’s unique value quickly but also present features and benefits in an easy-to-grasp format.
For effective results, use eye-catching, high-quality images or short videos that demonstrate your app in action. This way, visitors will know what to expect even before they download the app.
Also, make sure all your visuals load quickly to avoid frustration. You can achieve this by compressing images and videos and implementing caching.
3. Simplify the layout to minimize distractions
While it may be tempting to go all out in your landing page design to capture visitors’ attention—don’t. It’ll do more harm than good since too-busy pages can distract visitors from the main goal.
To drive app downloads, use a simple layout with plenty of white space to create a visual balance. Concisely list your app’s features and benefits, preferably with bullet points to make them more digestible.
Maintaining a simple design allows your CTA (download button) to stand out and streamlines visitors’ experiences.
4. Include social proof to build user confidence
The value of social proof in a mobile app landing page can’t be overstated. In fact, just moving from a three-star rating to a four-star rating can increase downloads by 89%, highlighting just how important social proof is.
Include user reviews, testimonials, ratings, case studies, and trust badges from app stores to boost your credibility and reduce download hesitation. You can also add “As Seen On” logos to the page to reassure customers about your app’s quality. Position these elements near your CTAs to encourage visitors to engage with them.
5. Optimize for mobile-first users
An estimated 94.6% of internet users use mobile devices to go online. This means that most visitors will access your app install page using a smartphone.
To provide seamless user experiences and drive downloads, optimize your page for mobile. Use a single-column layout, incorporate large, tappable CTA buttons, and implement a responsive page design.
If you’re new to web design and don’t know how to optimize your pages or simply don’t have the time to do so, Bitly has you covered. Bitly Pages, one of the best no-code landing page tools, offers eight landing page templates that are automatically optimized for mobile users, making it easy to get your landing page up and running quickly.
6. Bridge the connection between offline and online
One of the best ways to boost app installations is to get more eyes on your landing page. To do so, complement your digital marketing efforts with offline marketing and use QR Codes to streamline access to your landing page.
When added to materials like print ads, packaging, or business cards, QR Codes like Bitly Codes connect offline audiences to your online app download page with a single scan. This eliminates the hassle of manually typing in your URL, giving potential customers a straightforward experience.
You can also use QR Codes for authenticator apps to enhance customers’ security and streamline the account setup process. This way, you don’t just offer seamless experiences when marketing your app—you continue to offer them even afterward for continued user satisfaction.
7. Incorporate a benefit-oriented headline
The header is the first thing visitors see when they open your landing page. As such, it can determine whether they scroll through the page and ultimately tap your call to action button.
To capture potential users’ interest and encourage engagement, communicate your app’s key benefit in the heading. Use clear, benefit-driven language like “Keep Track of Your Fitness Journey with Ease” or “Get Better Control of Your Finances” to hint at your app’s value proposition.
Transform your app’s success with strategic landing page designs
When designed effectively, an app landing page may be just the tool you need to increase brand awareness and drive app downloads. For optimal results, keep the best practices discussed here in mind when designing your page—use compelling CTAs and headlines, highlight your value proposition, include trust signals, and optimize your page for mobile.
With Bitly Pages, it’s easy to create professional, strategic landing pages that convert, and then monitor their performance for in-depth audience insights and continuous optimization. Plus, you get access to the full Bitly platform, including branded QR Codes, custom short links, and a centralized, user-friendly dashboard to manage it all from one place.
Create a Bitly account today to refine your app install marketing strategy with high-converting landing pages and trackable tools!
