How to create an App promotion landing page with high conversion rate?

This article lists the common forms of app promotion landing pages and various common measurement indicators, and sorts out the key points that need to be paid attention to when doing this.

In the field of mobile Internet, the landing page is also called the promotion page, guide page, landing page, etc. It is generally displayed in the form of an H5 page. The first page that visitors visit through advertising links (pictures/videos), sharing links, QR codes, text messages and other channels is the App's promotion landing page.

How to establish a good impression in a very short time and attract users to complete conversions through landing pages is crucial to the promotion effect of the product. This article will analyze it from multiple points.

1. Why use landing pages?

In most cases, App promotion must follow the logic of " establishing product awareness → persuading users to participate → guiding users to take action ".

The basic process of landing page delivery is: add promotional content to the landing page, distribute it through different channels in their own forms (advertising materials, sharing links, QR codes, text messages, etc.), and guide users to convert after they visit the landing page.

Simply put, the promotion landing page is the carrier of traffic in the App promotion process. Potential users' awareness of a product or brand often starts from a landing page. For most products, its role is to warm up for subsequent product sales or App downloads.

Even for industries such as e-commerce and information, the landing page is a marketing channel used to directly expose the core business of the product. It can achieve the desired effect in one step and directly play the role of "persuading users to participate" and "guiding users to take action".

Obviously, the quality of the landing page directly affects whether the user participates in the next step and achieves further conversion.

2. Several forms of landing pages

The display form of the landing page is determined according to different promotion purposes and product attributes. Currently, it is mainly divided into four types : event promotion page, lead collection page, App promotion page , and wake-up recall page . Each has a different mission:

1. Event promotion page

The purpose of this type of promotion is to let users who know nothing about you know what you do, what services you can provide, and how to solve problems. The landing page can directly display and jump to the core business within the App, play the role of carrying traffic, and differentiate and convert the App page.

2. Lead collection page

Suitable for products with complex or low-frequency operations. When the core business of the product involves large transactions, customized services, long response cycles and other features, the task of the landing page is to give users a psychological expectation: promise that the product can help you solve your needs, or promise a lot of benefits, but you have to leave personal information or test data to facilitate the platform's subsequent activation, customization and precision marketing.

3. App promotion page

The purpose of this type of promotion is very clear, mainly indicators such as downloads, activations, and registrations. The main function of the landing page is to shape the image and functions of the App. Of course, more and more apps with strong demand now choose to omit the landing page and directly click on the ad to jump to the App Store to download.

Although this shortens the conversion process, the need for sharing also needs to be considered. When a user sees an App ad, if there happens to be someone around them who needs it and creates a need to share and spread the ad, then from the perspective of the habituality and flexibility of sharing, the landing page format is obviously better than clicking directly to jump to the App Store.

4. Wake-up call page

It is usually used for silent awakening and recalling lost users, attracting old users to return and activate them through SMS, EDM, account notifications, event promotions, etc. What needs to be noted about this kind of landing page is that the target users are a group of people who are relatively familiar with the core business of the App, have skipped the stage of product cognition, and even have a certain emotional foundation for the product. It is necessary to package the core selling points within the App and hit the users' emotions and needs in order to achieve the goal.

3. Use indicators to measure the effectiveness of landing pages

To measure the effectiveness of a landing page, we should not only look at the final conversion downloads, registrations, activity, and transaction volume, but also solve the problems in the landing page from the root, improve the conversion rate, and reduce the churn rate.

From an operational perspective, the following indicators can be used as a reference:

1. Accuracy

It mainly refers to the matching degree between the landing page and the promotion channel, the reach rate with the target users, etc. When the user's access intention is consistent with the content of the landing page, conversion can be naturally formed. A few points to note:

(1) The landing page should be in sync with the entry material

Before users enter the landing page, they will inevitably be influenced by the combined influence of entry materials such as "title/copy/picture/video" before clicking to enter. For them, the moment they see the entry material, they have already given a psychological expectation, and they expect to get corresponding services, content and discounts on the landing page. Only a landing page that is consistent in appearance and exceeds expectations can better attract users to further convert.

In the example above, you don’t know whether the motivation for users to click on the ad is factors such as “don’t mind divorce, have children, 45 years old” in the title, or factors such as “handsome Mr. Wang, has bought a car and house, age, occupation” in the picture. But no matter what, the final landing page only displays the activity content of the "Same City Blind Date Group", which is somewhat different from the display direction of the entry material. This not only fails to create an effect that exceeds the user's psychological expectations, but may instead create a gap.

(2) The first screen is particularly important

The responsibility of the first screen is to receive the traffic that has clicked in with great difficulty and prevent the other party from jumping out directly. First of all, we must pay attention to echoing the entrance graphic materials to convey core information and service options; secondly, we must amplify the selling points, optimize and refine the service effects or preferential information, and let users have a good expectation of the service quality. In theory, the more important the content, the earlier it should be placed.

(3) Select materials based on promotion channels

Different promotion channels have completely different user groups. For example, door-to-door scanning of QR codes is mainly aimed at a certain business district or street, information flow advertising is mainly aimed at young Internet enthusiasts, and invitation-based gift activities are mainly aimed at users' relatives and friends. Therefore, in different scenarios and facing different groups of people, adopting corresponding landing page strategies is an effective way to improve accuracy.

In the example above, the gold bar product of JD Finance App is also promoted. Depending on the scenario, the SMS uses text and links to open the landing page; while in Toutiao advertisement, videos are used. This may also take into account that the platform users are usually in a wifi environment, and the use of videos is more vivid.

2. Completion

It mainly refers to some bugs and process problems that appear when the landing page itself is undergoing market testing. A few points to note:

(1) Appropriate rescue or guidance measures

Risk plans should be considered during design. If bugs or operational errors occur during the download process, appropriate rescue measures should be in place to guide users to continue the operation rather than terminating it. For example:

The promotion landing page of the Android version of 58.com App in WeChat. When you click the [Open] button, if the App is not downloaded on the local device, the browser [home page + pop-up installation package] will jump. When the user uses the [Back key] to cancel the installation package or the jump fails, the process will stay on the browser home page, and there will be no room for further operation, and the user operation process will come to an abrupt end. Of course, there are also many apps that use the [blank page + installation package] strategy on the browser, which will also cause the same embarrassing situation.

The correct approach should be to create a [landing page with a download button + installation package] on the browser's jump page. When the download fails, the user can still continue the operation through the button on this page.

(2) The operation process should be as complete as possible

Taking JD.com as an example, when users enter the promotion landing page from WeChat, the landing page will first prompt whether to open the JD.com App to browse. Click [Allow] to jump to the App Store to download or directly open the JD.com App to jump to the corresponding page. Click [Cancel] to stay on the H5 landing page, but as long as you log in to the JD.com account on the landing page, you can still browse and place orders.

In addition, the landing page also leaves an App entrance of [Open Now] throughout the process, which is convenient for directing users back to the App at any time. This is a complete operation process. Users can receive promotional information anyway and there is room for operation.

3. Activity

It is directly linked to the overall quality of the landing page and can be considered from multiple dimensions. A few points to note:

(1) Splitting variables and multidimensional testing

Specific products require specific analysis. Before large-scale promotion, we can first quickly build a logically rigorous landing page framework, and then use traffic samples combined with experimental methods to compare the effects of the designed landing pages. Let the data speak for everything, and there is no need to worry about the details from the beginning.

Split variables:

When you are unable to determine what problems or optimization points exist on the landing page, you can try to split the various design elements first, determine which variable has the greatest overall impact, and then select that variable for testing.

Control variable test:

Only change one element of the landing page and keep the rest unchanged. Observe the specific impact of this element through A/B testing and make continuous improvements based on data feedback.

Combination variable test:

Display multiple sets of variable materials for promotion channels of the same quality, mainly observing the overall visit and conversion effects of each landing page. You can then continue to refine the variable combination to improve the effect.

(2) Do fewer multiple-choice questions

The decision point and conversion point of the landing page are particularly critical. Many landing pages like to put a detail button near the decision button that seems to care about users, such as: enter the official website, learn more, view details, etc., and then link to various scenarios.

But in fact, the landing page itself is a window that carries information. If even the landing page cannot express the information completely, then no matter how many reference materials you put in or how many jump buttons you add, it will only be superfluous. Even if the user is only given part of the information, he can still make a choice. If the amount of information given is too much and the choice space is too large, which makes the conversion process too complicated, it will shake the user's decision at the last minute.

(3) Call to action

The first two screens of the landing page mentioned above are mainly used to display selling points and product details, while the subsequent content is mainly to increase the persuasiveness and brand sense of the product and stimulate user conversion. The specific methods mainly include the following:

Lowering the barrier to entry:

Collect as little necessary information as possible to reduce user operating costs and psychological pressure. The more dimensions there are, the lower the completion rate. Some information can be requested in subsequent services.

Beautify the decision button:

According to the needs of the scene, use more tempting/urgent/demand-based incentive copy and design elements to make people have a strong desire to click.

Social Testimony:

The purpose is to relieve users' concerns and embed elements such as qualification certificates, service commitments, brand endorsements, number of participants, customer testimonials, etc. into the landing page, intentionally or unintentionally demonstrating the professionalism of the service. The focus here is to grasp the core concerns of users, which may be the industry or trust.

4. Fluency

It mainly refers to issues such as response, interaction, power consumption, etc. during the landing page operation process, which are directly linked to the user experience. A few points to note:

(1) Wake up the App and enter the corresponding page

Click the landing page button to directly jump to wake up the App and enter the corresponding page of the landing page. This is almost a necessary function for landing pages, especially for e-commerce, events and other types of promotions. It can directly shorten the conversion path and operating costs, and reduce user churn rate.

On a technical level, since landing page promotion involves many complex platforms, the traditional URL Scheme, Universal Link, and Android App Links methods of waking up the App are not applicable to all scenarios. Therefore, it is usually necessary to open it through a system browser and can only access the App homepage.

However, regardless of whether the user has installed the App or not, it is best to jump from the landing page to the specified page in the App. Currently, the self-development and maintenance costs of this deep linking technology are relatively high. It can also be quickly implemented by integrating third-party services such as openinstall: the user clicks the download/open app button from the landing page. If the app has been installed, it can be directly woken up and enter the corresponding page; if it is not installed, it will enter the corresponding page when it is opened for the first time after installing the app.

(2) Landing page opening speed

Undoubtedly, the landing page must open quickly to give users the smoothest experience. On the one hand, the material file size should be compressed as much as possible without affecting the viewing experience. On the other hand, the code should be as simple as possible to reduce power consumption. The user's patience value generally does not exceed 3 seconds. If the loading time exceeds 3 seconds, users will gradually leave. It is especially important to check this aspect when there are large fluctuations in bounce data.

(3) Reduce unnecessary elements

The landing page should be as neat as possible. There is still a big difference between the mobile and PC versions. The function buttons should be implanted naturally. Too many page plug-ins, floating pop-ups, and message prompts not only destroy the aesthetics and occupy power, but also require users to manually close them. In fact, the disadvantages outweigh the advantages.

IV. Conclusion

The advantage of landing pages lies in their flexibility. In addition to helping us shape the product image and providing functions such as sharing and linking, they can also be accessed through QR codes, links, etc. Self-built H5 can also flexibly add the required code, and can also collect various data. In addition, auxiliary tools such as heat maps also have good analysis effects, and can even integrate various related third-party SDKs to reduce pressure and empower.

The ultimate goal of every landing page is to better serve the target users. We must not only think about the details from the perspectives of copywriting, layout, pictures and design, but also take into account the overall coherence of the landing page from exposure to visits to conversions. Always think clearly about who I am and what I can do for you.