How to Create a Great App Store Landing Page
A great app store landing page is an essential component of marketing your app. An informative and eye-catching app store landing page helps customers to discover your app and plays a key role in driving downloads of your app. Both Google Play and the Apple App Store currently host around 2 million apps each. In this kind of competitive landscape, it’s hard to capture the attention of a potential customer without a great app store landing page.
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:
- Utilize relevant keywords
- Nail your description text
- Sell your features visually
- Encourage reviews
We can’t emphasize enough the importance of knowing and utilizing relevant keywords! In today’s digital world, all content is filtered before it is delivered to you, from what Instagram posts you see at the top of your feed to the order of websites you view in a Google search. We all appreciate this, for it helps us to actually find the information and products we 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). The majority of 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? Consider the main functions that your app performs, as well as the pain points it soothes, when thinking about building up your keyword repertoire. When optimizing your listing, try including a few keyword synonyms as they 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.” However, be cautious with how detailed your keywords become; keywords should be detailed enough to ensure you fit into some niche part of your industry, but not so specific that no one searches for them.
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 product page. Google calls this visible text the “short description” and allows up to 80 characters. Apple doesn’t call it out separately, but shows about 255 characters from your description.
In order to create a great app store landing page, these opening statements should pack a punch and clearly convey to potential customers the value your app offers. They need to be compelling in and of themselves, and should include at least one of the keywords you identified. This text from the landing page for Artifact Uprising does both:
After the opening statements, both stores will show the rest of your description content under a “read more” cutoff. All of this text will be indexed and utilized within the search process, so it’s relevant for ASO. Take note: while keywords represent a critical component that guides app store ranking and should be included within the description text, stuffing keywords can hurt the performance of your app and flag it as spam.
Beyond ASO, though, this text is your chance to tell potential users what makes your app unique and why they will love it. Be sure to illustrate what value your app provides to those who use it, and communicate in terminology your audience will appreciate and understand. This is your chance to stand apart in a line-up of potentially similar offerings.
The images utilized on your app store landing page can really help to capture someone’s attention, and can have a significant impact on the install rate. A great app store landing page will include screenshots that highlight the best features of your app and provide a peak into how it looks.
If there’s no app preview or promo 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 plus some descriptive text above it, in order to orient the user to what’s being shown.
Have a lot to share? Consider trying out an App Preview for the Apple App Store or a Promo Video for the Google Play Store. 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, these videos allow you to overcome the challenge of articulating in words a concept better seen in action. Yet any app can benefit from a video by offering consumers a refreshing way to experience features before downloading.
While creating a preview video definitely offers additional appeal, know that producing a successful one takes planning. Before you jump in, take some time to think through the following:
- Define your focus – the scope needs to be narrow enough to be covered in a brief span of time (generally 30 seconds is advised).
- Determine a logical way to order concepts and present features. Put yourself in the mind of a customer viewing everything for the first time. What information do they need to grasp in order 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.
The value of a positive reviews is high, both for influencing how your app ranks in search, and for 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.
While some people will choose to leave a review on their own, others benefit from being prompted. We encourage you to wait until your user has logged a few sessions before making a request. 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.
In a growing market of available mobile apps, brands need to leverage every advantage within reach to promote their app. Creating an app store landing page that hits on some wow factors can help position an app and raise its chances of success in the marketplace.
Great app store landing pages focus on the problems solved by the app, highlight its functions and capabilities, and show the consumer why to choose that app over alternatives. While there are a number of components to the app store landing page beyond what we’ve discussed here, we believe focusing the four 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 mobile trends and tech, consider signing up for our monthly newsletter.
To attract customers to your digital product or platform, you’ll need to provide an experience that stands out. At a minimum, customers have baseline expectations and experiences you need to keep up with—but they’re looking for more than that. Technologies that provide personalized data experiences and real-life value will be the ones to delight companies and users alike. Owning your customer’s digital experience means understanding your user’s journey from beginning to end. By anticipating every touchpoint your user experiences, you can craft solutions that meet their needs at the right moment. Ultimately, digital products that do so will find loyal customers that keep on coming back. Here are some considerations you may stay aware of along the user’s journey as you create your customer’s digital experience. Seamless, Frictionless UX and UI Users expect a smooth and seamless digital experience from start to finish. That means everything from anticipating and displaying the content they need to automatically unlocking the door they’re walking up to—all without a glitch. One of the quickest ways to get your customers to thank you is by providing them with a seamless payment experience. Digital and contactless payment tools like Venmo, Cash App, Apple Pay, and Google Pay are easy options that users rate highly. These tools enable a connected user experience for quick payment within your app. Making it easy to pay is a win-win for everyone from a user experience and user interface perspective. Users are hungry for one-stop shopping enabled by the digital marketplace, and frictionless payments connect to your users’ digital wallets. An ever-growing Internet of Things (IoT) opens up even more opportunities to influence your customer through a seamless experience. For example, consider how an app like Turo changes its customer’s experience of arriving at the airport in a new city. Turo’s customers can skip the rental counter and walk right out to their weekend ride with a digital key, eliminating hassle on their weekend getaway. Time saved delivers real-life value to your user, and many will repeat the experience if it goes smoothly the first time. Data/System Integrations Better insights drive better business decisions. App and system integrations enable interoperability to help guide business operations and provide the right solutions needed in today’s market. Integrations can be a lot more exciting than you’d imagine at first glance. Here are two significant ways to use data integrations to help your customers: Bring people and data together, so your customers feel connected to what matters most. Then, you can serve up their favorite products and content on the platforms where they already work and play. Customize your customers’ experience to their set preferences to experience more comfort and continuity in their daily lives. For example, you can hide technical complexity and offer a seamless experience. Using this combination of approaches, you can deliver a level of personalization to your customers that feels authentic and unique to them. Imagine getting home and having the heat turned to the right setting, the lights dimmed to your preference, and your favorite playlist queued. This hyperconnected experience is only possible when devices and systems share data and “talk” behind the scenes—and the result is significant to the user. Provide Tools To Solve the Problem Owning your customer’s experience involves using experience-driven thought to anticipate your user's needs and behaviors at every step of their customer journey. Innovative companies are taking advantage of artificial intelligence (AI) and other technologies to anticipate the needs of their users and provide the data, insights, and tools they need to solve the problems they encounter. This approach benefits both sides, as customers are able to more quickly get to their solution, and companies reduce their customer service costs. Examples include interactive chatbots and virtual assistants. AI can answer a question, point you to resources, schedule a meeting, and do much more in these instances. Data itself is a crucial tool we provide users in many of the apps we create. For example, we’ve created products that allow users tools and insight into their home mortgages, enabling them to make the data-driven decisions that are best for them. By informing users of their current interest rate and when market interest rates are down, we provide timely refinancing suggestions and the tools to get it done within the product. We also developed a marketing platform that enables prominent technology vendors to arm their channel partners with tools to manage marketing campaigns with automated personalized content and analytics. Ultimately, we help consumers save money while increasing their brand loyalty and the likelihood they’ll become trusting, repeat customers. Set the Stage for Loyalty and Repeat Business Personalized experiences set the stage for loyalty and repeat business. The end of the user journey should feed into the next one—creating a cycle for brand loyalty from buyers who trust and want to reengage with your products continuously. Consider the stage set by Withings. Consumers have multiple entry points to buy across several connected healthcare products—all leading them to download the Withings app. When users buy their first Withings product, they gain experience with the app and develop trust in the brand. Their experience is uniquely personalized, aggregating their health data in one place and integrating it with native iOS and Android health apps. Once users have seamless, connected data built into their native health ecosystem, Withings devices are top of mind when they’re ready to buy another connected healthcare product. Loyalty and personalization is a dynamite combo that enables brands to target at the segment level with broad-based recommendations. Customers receive offers targeted not just at customers like them, but as individuals with uniquely relevant products, offers, and communications. InspiringApps & BrainTrust This content is a collaboration between InspiringApps and Brain+Trust.
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Three decades ago, when viewers watched Knight Rider covertly fight crime in an AI-driven, sentient sports car, artificially intelligent vehicles were a work of fiction, but the future is finally here. Consumers aren’t just driving with the help of interactive dashboard navigation; they’re also working, shopping, and living in a connected world thanks to the Internet of Things (IoT) and connectivity that’s stronger, faster, and more reliable than ever before. From house lights programmed to dim at a specific time of day to a wearable personal assistant in watch form, technology expansion and improved software integration have improved our lives with convenience and efficiency in our day-to-day world. We’re more connected than ever. Connectivity creates opportunities for companies to improve operations, encourage a good customer experience, and boost revenue. However, with exponential growth in available data, businesses must consider privacy, security, and transparency to their bottom line. Benefits of Connected Data The majority of data businesses collect is harmless and even necessary for a good user experience. Consumer-provided data, also known as first-party data, enhances app personalization that many consumers appreciate, creating a more useful digital product or application. Tech giants like Apple and Google collect data to connect services—maps, mail, searches, and app integration—seamlessly, which is much more efficient than asking users to submit their data anew for each program. While laws protect highly sensitive or confidential user data, other information—including search history, location, usage, and browsing history—is passed to businesses and advertisers. Companies use this data to personalize their experience across the IoT and serve up highly relevant ads. Third-party data is why you see ads for the exact product you researched. It helps cut through the clutter and gives consumers the information they need. Consumers can enjoy unique possibilities as data collection grows, and software and apps use it in more sophisticated ways. Using browsing data, app companies can anticipate needs based on time of day, location, or date (imagine an app that tells you where to eat based on your past restaurant experience—an end to the “where do you want to eat” conversation). It can help small businesses reach more of their target market to thrive. Data collection and analysis can even keep us safer by predicting criminal activity through early warning systems. The future is developing quickly. Here’s what consumers and business leaders need to know about data privacy and security in today’s connected world. Data Privacy For two decades, data privacy was an afterthought for many companies. Data harvesting gave unprecedented access to customer insights and market analysis, and many built their business through third-party data. Consumers primarily offered their information without considering how companies would use it, while companies considered data a trade secret and operated outside government oversight. Today, consumers are more protective of their data and have become increasingly distrustful of sharing their private information. Data collection practices needed to change, and we’ve witnessed a shift toward more transparency and more choices for consumers in the last few years. Your User and Their Privacy Data privacy, at its core, revolves around transparency. Consumers need to know how you collect and store their data and why, when, and what data you collect. Typically outlined in a privacy statement on a company website, privacy policies create trust between a company and the consumers they serve. Data collection is a balancing act. Consumers have noted that companies who ask for too much information, create complex or confusing privacy policies, and use inaccurate information about themselves used in marketing topped the list of what leads to distrust. Companies should be acutely aware of how they ask for information from consumers and empower the users by giving them back control over what they share. Relying on first-party data and collecting and storing it ethically shows respect for your consumers. When consumers know a company has their best interests in mind, they are more likely to continue building trust with the company for years to come. Current in Big Tech One of the most powerful shifts in consumer privacy came in an iOS upgrade for Apple products aimed to protect users’ data. The iOS15 upgrade included the option to mask IP addresses and block third parties from tracking email opens, an iCloud-based subscription that prevents sites from tracking Safari users, and an email address “cloaking” feature that provides a fake email address. Google upped the ante by announcing they would phase out third-party cookies by 2022 and were not planning to build alternative options to track users as they browse on Google products. After some backlash from the online advertising industry, Google created a Privacy Sandbox initiative to create website standards that access first-party data while still protecting users. The switch to a first-party data-driven world has considerable implications for development and marketing alike. Developers will have to get more creative with asking customers for their data—email forms, surveys, location data, and browsing behavior. Marketers will, in turn, use this data to identify consumer insights, which means they’ll have to be more in tune with their customers’ needs and continuously iterate to discover what works. Advertising may be more challenging as marketers won’t have a chance to rely on platforms like Facebook or Google to find their ideal customers. Data Security Consumers expect companies to use their data responsibly and protect it from bad agents—scammers and cybercriminals who collect and expose data for profit. Data breaches increased 68% in 2021 from the previous year—the highest total ever. Despite the attention to data protection, more than 294 million people were affected by these cyberattacks, which focused on smaller, targeted attacks on smaller businesses. Data privacy and data security go hand in hand. As companies work on compiling first-party data and building trust with their customers, cybercriminals will more heavily target individual companies protecting this data. Our ever-present connectivity, including smart cars, smart homes, smart devices, and the overall IoT, brings another dimension to data privacy because there are more access points for cybercriminals to steal personal data. Now is the time for development and cybersecurity professionals to double down on protecting this data. As your company builds software and digital products, ensure they are secure by design. Develop fool-proof security measures to prevent theft, detect theft early, and respond to security threats. Create code review policies, audit trails, and vulnerability scans to find security gaps. Consumers are accustomed to the ease and personalization of their apps and software integrations, and companies rely on the information these consumers provide to make informed decisions that benefit their customers. The connectivity ecosystem is a delicate balance between too much and not enough, but the future of data is in good hands. InspiringApps & BrainTrust This content is a collaboration between InspiringApps and Brain+Trust.
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