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:
Get the complete guide to the App Store & Google Play
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