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.
Read More Cutoff
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:
Clarity Above All
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:
Previews & Promos
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:
Get the complete guide to the App Store & Google Play
Technology is changing at such a rapid pace that we have seen many tech disruptions in a relatively short time. A “disruptive technology” could be defined as one that displaces an established technology, thereby shaking up an industry and reshaping its future trajectory. A tech disruptor could also be a ground-breaking product that creates an entirely new industry. Join our drive down the technology superhighway as we rediscover the top tech disruptions over the past 10 years and dive into what’s next. 2014: Amazon Echo Brings the IoT Home Amazon Echo barreled into our lives this year, causing us to rethink how we might use technology in our homes. Powered by Amazon’s voice control system Alexa, the Echo started with just a few intelligent voice commands. Alexa now boasts thousands of “skills” and has become the central hub in so-called smart homes, helping to bring the Internet of Things (IoT) to a much wider audience. Followed quickly by Google Home and more recently by Apple HomePod, this technology is sure to continue to grow. 2015: Autonomous Vehicles Inspire Change The autonomous car, aka the self-driving car, is envisioned as one capable of sensing its environment and navigating without human input. The quest to develop technologies that could enable such a feat began to rise in 2015. Consumers have benefitted from numerous changes in car technology (think adaptive speed tech, proximity sensors, guidance systems, etc.) as manufacturers began pursuing this vision. This dramatic reshaping of the automotive industry certainly deserves a call-out. 2016: Oculus Rift Opens Up Virtual Reality Virtual reality (VR) as a concept has been around for decades and offers increasing value in everything from military training to surgery simulation to product development and testing. Although Google had been selling Google Glass prototypes since 2013, VR’s availability to consumers was limited until the introduction of Oculus Rift in 2016. With its launch, VR exploded into many homes. The system was a hot gift and introduced the concept of VR to a broader audience—it’s hard not to enjoy (or laugh with?) someone experiencing VR for the first time! 2017: AI Takes the Stage Artificial intelligence (AI) is a science-fiction trope brought to life. With numerous large companies investing billions of dollars on research in this field, it’s poised to influence how we live and work in the coming years. Applications include everything from automating tasks using bots to enabling computers to answer complex, multi-tiered questions by “learning” from previous queries. 2018: 5G Begins Its Rollout As connectivity became more ubiquitous, fast and reliable internet demand increased. It’s not enough to watch a streaming movie in the middle of nowhere—it has to be smooth! Beginning in 2018, 5G promised to bring more channels for higher speed, lower latency, and greater bandwidth for more connected devices. But 5G wasn’t exciting for smartphone fans only: the benefits had implications for healthcare, education, smart homes, connected cars, and more. 2019: 3D Printers Revolutionize the 4th Industrial Revolution Although the technology and equipment for 3D printing were available in the mid-1980s, 3D printing was imprecise, bulky, and costly. Thirty years later, 3D printing made it to the mainstream as a disruptive technology. This disruptive technology appeared in 2019 as part of predictive maintenance in manufacturing. Smart sensors helped identify potential problems, and 3D printers built new parts before needing to be needed. 2020: Passwordless Authentication Hits Big Tech For many of us, forgetting our passwords is a daily occurrence, but those days may be behind us, thanks to the push for passwordless authentication in 2020. While the world stood still during the COVID-19 pandemic, big tech companies like Microsoft began to push for two-factor authentication and passwordless logins, and an identity management startup called Beyond Identity launched its passwordless identify platform in April. Companies like Adobe and Facebook began utilizing new security features to give us the luxury of forgetting those complicated passwords. 2021: IoT Builds the Virtual World Technology automation through IoT didn’t begin in 2021, but this year brought a boon for intelligent everything. The IoT connects objects in the real world—navigation systems, thermostats, your virtual assistant, Alexa—with virtual identifiers on the internet. These identifiers “talk” virtually to create a web of connections and collaborations between the devices. Although IoT has been used in home-based applications, 2021 brought the technology to new areas, including manufacturing, mining, and healthcare. 2022: ChatGPT Redefines Human-Computer Interaction In 2022, ChatGPT emerged as the undeniable frontrunner and the most influential tech disruption of the year. Developed by OpenAI, this groundbreaking language model harnessed the power of the GPT-3.5 architecture to revolutionize human-computer interactions. With its ability to understand context, generate coherent responses, and adapt to users’ needs, ChatGPT transcended traditional chatbots, becoming a sophisticated conversational AI companion. Its applications spanned diverse industries, from customer support to creative writing, education, and even healthcare. As ChatGPT continuously learned and evolved, it showcased the transformative potential of artificial intelligence, leaving an indelible mark on the technology landscape of 2022 and beyond. 2023: Apple Vision Pro Unleashes the Power of Spatial Computing In 2023, spatial computing, specifically the Apple Vision Pro, emerged as the pinnacle of technological disruption, revolutionizing how we interact with digital information. Years earlier, Apple’s visionary smartwatch had cemented Apple as the leader in wearable technology. In 2023, the Apple Vision Pro promises to enable users to seamlessly integrate virtual elements into their physical surroundings, unlocking unparalleled immersion and productivity. We can now see a future where the days of limited screen real estate are gone; users can effortlessly interact with a vast array of applications and data in a three-dimensional, contextually aware environment. This leap in spatial computing may solidify VR’s position as an indispensable tool and open up new frontiers in communication, productivity, and entertainment, forever changing the way we perceive and interact with technology. What’s next? Tech disruptions in the 21st century have transformed our reality into a digital-first experience. Technology is changing faster than ever. Backed by a confluence of all these giant leaps forward, the future is a brave new world. Our predictions for what’s next include: Prediction 1: Quantum Computing Revolutionizes Data Processing Quantum computing is poised to shatter the boundaries of traditional computing capabilities. With its ability to leverage quantum mechanics principles, it will handle complex problems at speeds that were once deemed impossible. Industries such as pharmaceuticals, logistics, and cryptography will see groundbreaking advancements, leading to accelerated drug discovery, optimized supply chains, and next-level data security. As quantum computers become more accessible, researchers and innovators will unlock the potential for solving real-world challenges that were previously impossible. Prediction 2: Hyper-Automation Transforms Workforce Efficiency Hyper-automation is revolutionizing the business world with advanced technologies like AI, machine learning, and robotic process automation (RPA). By automating complex processes, companies can boost productivity, streamline operations, and free up time for creative and strategic initiatives. This transformational trend empowers workers through upskilling and reskilling, leading to a promising future where technology complements human expertise for greater success. Prediction 3: AI-Driven Personalization Enhances User Experience As AI continues to integrate deeply into our digital lives, offering personalized experiences across platforms becomes the new norm. Users are already encountering tailored content, services, and product recommendations that cater precisely to their preferences in e-commerce, entertainment, content consumption, and even healthcare. However, this era of heightened personalization is also bringing data privacy and ethical AI usage to the forefront, driving the need for responsible AI development and regulation to ensure user trust and societal well-being. More Transformative Digital Solutions At InspiringApps, we’re passionate about harnessing the power of tech’s newest disruptions to create transformative digital solutions. More than that, we’re thrilled to collaborate with our clients’ brilliant ideas and make them a reality. Could your digital product idea be the next big thing in your industry? See how we helped Fidelity National Financial create a transformative solution for the real estate industry with their award-winning product, inHere.
9 days ago
CEO Brad Weber of InspiringApps joined Adam Torres on the Mission Matters Podcast to announce his new book and dive into InspiringApps’ latest insights on the business applications of artificial intelligence. The discussion explores challenges and lessons learned in growing a company, emphasizing the significance of a strong team and strategic decision-making, and predicting the future of AI from revolution to best practice. Watch the Podcast Key Takeaways AI & Automation AI is transforming how we create solutions. Artificial intelligence (AI) has become a significant force in our lives, particularly through our mobile devices. AI can predict our routes and provide traffic information, making it a useful tool for automation and more. Representing one specific type of AI, ChatGPT has gained popularity because of its ability to generate content. However, there has been a backlash due to concerns about copyright infringement. Despite this, companies like InspiringApps are finding ways to integrate generative AI capabilities into products, creating more targeted solutions for consumers. We need to approach AI implementation thoughtfully. Overall, AI presents both opportunities and challenges for businesses, and it’s crucial to approach its implementation thoughtfully. While some see potential benefits, others worry about job security. For example, starting out as a copywriter in this space may be challenging, as entry-level positions could be affected. Large companies initially reacted with fear to ChatGPT, but now they are seeking guidance to understand the technology better and implement best practices within their organizations. Building an Inspiring Business Complex business challenges are no match for inspirational leadership. In his chapter of the new book, Brad discusses the challenges and importance of growing a successful company and cultivating a winning culture. He emphasizes the need for a strong team and a solid organizational structure. The concept of “team” is crucial to Brad. He has found that having a cohesive leadership team and solid continuity across all roles in the organization is essential. InspiringApps invests in meeting its team’s needs and involving everyone in decision-making, making it a great place to work and keeping turnover low. Brad also addresses the idea of creating cool stuff for clients versus building a real business. He shares a personal story about being “slapped with a backhanded compliment.” In this experience, Brad came to realize the need for long-term sustainability and formalizing roles for success. InspiringApps is as nimble as a startup but as mature as an enterprise when it comes to app development capabilities. As the company continues to grow, the team recognizes the importance of understanding its strengths and bringing value to clients, whether they are startups or large enterprises. Entrepreneurship & App Development “Despite having many business degrees, I’ve made many business mistakes.” BRAD WEBER, CEO | INSPIRINGAPPS, BOULDER CO Brad shares his experiences and mistakes, hoping that others can learn from them. He believes that learning from both “triumphs and goofs” is valuable. Growing a company is fraught with risk. Cultivating a winning culture requires an employee-based team. A flat org structure will only take you so far. Create cool stuff for clients or build a real business. To get the full story on topics like these, buy the book on Amazon today!
12 days ago