How To Create a Great App Store Landing Page
Your app store landing page is essential to marketing your mobile app. An informative and eye-catching app store landing page helps customers discover your app and is crucial in driving app downloads.
The number of apps keeps rising. At conservative estimates, the App Store and Google Play each host over 2 million apps. In this competitive landscape, it’s hard to capture the attention of a potential customer without a great app store landing page.
Building an App Store Landing Page: Focus Areas
While there are many components to the landing page, here are four top items to focus on to create a great app store landing page:
- Use relevant keywords.
- Nail your description text.
- Sell your features visually.
- Encourage reviews.
1. Use Relevant Keywords
Knowing and using relevant keywords is imperative—we can’t emphasize it enough. In today’s digital world, all content is filtered before it’s delivered to you. From the Instagram posts you see first to the order of websites a Google search returns, rankings help you find the information and products you want.
Website builders everywhere think carefully about how to use keywords on their site to improve the likelihood of being found by interested parties, a process called search engine optimization (SEO). Searches in the app store are no exception to this process and even claim a unique variety: app store optimization (ASO). Most app discovery and downloads today come from search, so ranking for relevant keywords is your app’s best chance of being found.
Not sure what your keywords should be? When building up your keyword repertoire, consider the main functions your app performs and the pain points it soothes. When optimizing your listing on the app store, try including a few keyword synonyms to help plant your app within your specific market.
Also, consider incorporating a long-tail keyword. For example, using the long-tail keyword “customized nutrition plans” gives a health and fitness app a better chance of ranking high than using a more common phrase like “meal prep.”
At the same time, be cautious with how detailed your keywords become. Keywords should be detailed enough to ensure you fit into a niche part of your industry. But they shouldn’t be so specific that no one looks for them.
2. Nail Your Description Text
Just like social media captions and website previews, only so much of your description is visible to your potential customer when they first arrive on your landing page. Google calls this visible text the “short description” and allows up to 80 characters. Apple calls it “promotional text,” the first 170 characters at the top of your description.
This visible description text is your app’s chance to stand apart in a lineup of potentially similar offerings. Your visible description should pack a punch and convey your app’s value to potential customers. You’ll want to be compelling here and include at least one of the keywords you identified.
After the visible description text, both Google and Apple app stores will show the rest of your description content under a “read more” or “more” cutoff. This text will be indexed and used in the search process, so it’s relevant for ASO. For example, see the visible text from the App Store landing page for Artifact Uprising:
Beyond ASO, the description text is your chance to tell potential users what makes your app unique and why they will love it. Be sure to illustrate your app’s value to those who use it and communicate in terms your audience will appreciate and understand.
Note: Keywords represent a critical component that guides app store rankings and should be included within the description text, but stuffing keywords can hurt your app’s performance and flag it as spam.
3. Sell Your Features Visually
The images on your app store landing page can help capture someone’s attention and significantly impact the install rate. A great app store landing page will include screenshots highlighting your app’s best features and will provide a sneak peek into how the app looks and functions. If there’s no app preview video (more on those in a moment), the first three screenshots you include will be visible on your app store landing page.
Sometimes it’s helpful to create an image that includes the screenshot and some text above it to orient the user to what’s being shown. For example, see the following from the App Store landing page for the ēdn app:
Have a lot to share? Consider trying out an app preview for the App Store or a preview video for Google Play. Instead of selling the differentiating points of your app in text, these videos allow you to show your audience the functionality and usability of your app.
For highly visual apps, preview and promo videos can enable you to overcome the challenge of articulating in words a concept better seen in action. But any app can benefit from a video by offering consumers a refreshing way to experience features before downloading.
While creating a video offers additional appeal, know that producing a successful one takes planning. Before you start, think through the following:
- Define your focus. Narrow the scope enough to cover it in a short time—generally, 15 to 30 seconds.
- Determine a logical way to order concepts and present features. Imagine you’re a user viewing everything for the first time. What information do users require to believe your app is just what they need?
- Develop a script that includes talking points and how they interact with your visuals. Avoid turning your script into a sales pitch. Successful app store videos emphasize experience and emotion.
4. Encourage Reviews
The value of positive reviews is high for influencing how your app ranks in search and compelling others to take the risk to download your app. As with any product, great app reviews come from a great user experience, so that’s the most important place to focus your efforts. For example, see the top-rated Kindara app:
While some people will choose to leave a review on their own, others benefit from being prompted. We recommend you wait until your user has logged a few sessions before making a request.
Furthermore, there are a number of tools available to developers that provide an easy way to gather feedback. We encourage you to talk with your development partner to figure out what makes the most sense for your app.
Final Thoughts on Creating a Great App Store Landing Page
In a saturated market of mobile apps, brands need to use every advantage in reach to promote their apps. Creating an app store landing page that hits on some wow factors can help position your app and raise your chances of success in the marketplace.
Great app store landing pages focus on the problems solved by your app, highlight your app’s functions and capabilities, and show the consumer why to choose your app over alternatives. While there are many components to the app store landing page beyond what we’ve discussed, focusing on the four areas we listed are high-gain places to start.
If you have questions about best practices for app store landing pages, want to learn more about ASO, or have an idea for an app, get in touch with us today. And, if you’d like to stay on top of app development trends and more, consider signing up for the InspiringApps Community newsletter. Also, consider reviewing these additional resources:
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If you’re looking to build a custom application, there are many different questions to ask an iOS app development company. Still, one of the most common questions we receive about the development process is whether we recommend building both iOS and Android versions of an app simultaneously or just one at a time. And if app development for each platform occurs at different times, should iOS development or Android development come first? We touch on this question in Chapter 3 of our book InspiringApps: A Business Perspective on Building Mobile Apps, but we will provide more insight on this debated topic here. Should we develop iOS & Android at the same time? When feasible in mobile app development, we recommend picking a single platform to start with rather than developing for both simultaneously. You may not have that luxury if you’re developing an app to release to consumers who all need to have the mobile app at the same time—perhaps in conjunction with a film or other product release. If it’s possible, though, we think one at a time in the development process is better because it will enable you to learn from your customers on the first platform. Unless a mobile app is extremely simple, it will go through several iterations before it offers the desired experience. Trying to manage learnings across both iOS devices and Android devices is cumbersome. Instead, the feedback and refinements from the first platform can be leveraged to speed mobile app development on the second platform, saving both time and money in producing across mobile devices. What factors should we consider in picking an OS? When advising customers whether to focus on Android development or iOS app development first, we consider these factors to help guide the decision. Industry & Demographics You may find an industry bias for operating systems (OS) that affects your project. For instance, we found iOS devices more prevalent in medical applications, while Android app development seems more prevalent in construction. If you don’t have industry insight, try checking your website’s analytics to determine user platforms. Trends might help decide what type of platform may be best suited. You can also use sites similar to Mixpanel to discover applications and software that would be more suited to that platform. If one platform is used far more than the other, you know a preference exists and should develop accordingly. Likewise, depending on the market you are serving, you may also find that age-related differences affect whether you should focus on iOS app development or Android app development first. Market Share For app developers who intend to produce mobile applications for the general public and do not know the OS preference of their target audience, these market considerations may provide some guidance: In the United States, the market share of both iOS and Android has stayed just about constant over the past year, hovering at or around 60% and 40%, respectively. In Europe, the UK, Asia, and many other countries, Android has had a higher market share than iOS. Android maintained its lead in global market share capturing around 70% in August of 2022. Android devices have captured most of the global market share for many years. Google provides free, open-source software that manufacturers can install on their smartphone devices. Because of the large number of Android users and the lower cost of Android devices to consumers, Android developers are at an advantage in many markets. Unquestionably, Android is the world’s most popular smartphone OS. However, Apple has a powerful brand, particularly in the US, where Apple's ecosystem, stable OS, and device durability enable iOS to keep large numbers of active and premium smartphone users. OS Adoption Rates & Upgrade Complexity Apple has a remarkable track record of getting iOS users to upgrade to current versions of its OS, whereas Android adoption is much slower: As of May this year, 89% of users are on the current iOS. As much as 60% of users keep older versions of Android on their phones. Apple handles the distribution of its iOS updates exclusively. Developing for and supporting a smaller number of OS versions on Apple devices leads to quicker builds, faster testing, and more straightforward support in the long run for iOS developers. Google only gives direct updates to its products, like the Pixel series. Other manufacturers like Samsung must first get the update from Google and optimize it for Android devices before they can send it to Android users. Some mobile carriers also go through updates before distribution, too. Android developers may have to deliver more app fixes as a result. Speed & Ease of Development & Publishing Speed and ease of development and publishing are not as cut and dry in terms of pros and cons. Android pros include: The Android platform enables a more flexible development environment. Because Windows, Mac OS, and Linux all support Java—which Android relies on—Android developers can build Android apps on various machines. Google Play allows developers to publish multiple versions of the same app (alpha and beta) to ensure developers can test the app live, fix bugs, and launch it to a broader audience. However, developing and maintaining apps is generally more time-consuming for Android than for iOS: Whereas iOS developers build for a limited type of device (iPhone, iPad, and Apple Watch), Android accessibility to a wide range of devices means more devices to test and support. Google has become less lenient and more time-consuming towards apps that developers want to post on Google Play, narrowing the line between ease of publishing on Google Play vs. the App Store. And through TestFlight, Apple does support previewing versions of an app with up to a thousand beta testers before releasing it for wide distribution in the Apple App Store. Development Cost & Profit Opportunities Cost and profit will vary depending on the type and complexity of the app you’re developing; still, Android apps are generally more expensive to create than iOS apps are for iPhones. Overall, Android users tend to favor free apps and spend less on in-app purchases than iOS users, which can lead to higher sources of profit on iOS, not accounting for market differences. Should we develop for iOS or Android first? If you’ve considered all the above factors, and neither platform is the clear winner, we’d recommend starting with iOS for a US-focused app. Our reasons are speed to market, lower development cost, and revenue generation potential. Please contact us if you’d like to discuss your particular situation or have other questions on this topic. We’d love to hear from you.
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