Want more app conversions? Of course, you do, and the trick to more conversions is optimizing your landing page.
A landing page is a key part of your inbound strategy. It’s essentially your landing page that causes a site visitor to stay or leave, and their decision is made almost instantly based on how your page look and how easy it is to use.
And even if they do stick around, there are still things you need to do to clinch that all-important conversion you’re looking for.
The good news is that optimizing your landing page for more app conversions is really simple once you know how. Often, it’s just a case of making a handful of tweaks that, once made, do all the work for you.
Let’s take a look at the top 8 landing page hacks that will boost your app conversions.
1. Get the Structure Right
Once you’ve nailed the structure, everything else will fall into place and working on the rest of your landing page will be a lot easier.
There are 3 core elements of a landing page for your app:
- The headline
- The body copy
- The call to action (CTA)
Images need to be included too, but the structure needs to be as simple as 1, 2, 3. The headline kicks things off by showing your customers what your store and app is going to do for them; the body copy reiterates and expands on the benefits and the CTA rounds things off by telling people what to do next.
2. Add a Video
The stats show that a video can boost a landing pages conversions by 86%.
86% is a massive increase, and it’s not even that hard to add a video to your site.
In fact, Dropbox knew the power of video so much that their landing page was effectively just a video.
A video that was basically responsible for growing their entire business in their early days.
“Sounds great but that video probably cost a fortune and I can’t afford that,” you might protest.
But here’s the crazy thing: Dropbox’s video had a do-it-yourself aesthetic and didn’t cost that much to make at all. People reacted to it and engaged with it because it was animated, creative, fun and engaging.
Crucially, what it also did was explain to people in the clearest possible way what Dropbox - a totally unknown business at the time - did.
And this is what it’s all about. What a video can do that text can’t explain what your app is all about in a simple and clear way that engages, informs and - where possible - even entertains people.
It helps to build confidence in your app because before we download any app, the main question we ask is: “Will this be easy to use?”
3. Offer Multiple Payment Options
One of the things customers want from an online store in 2018 are multiple payment options.
According to research, over 50% of shoppers will abandon their cart if you don’t offer their preferred payment method.
Moreover, 40% of shoppers say that they’ll feel more confident in an online store if the stored offered numerous payment methods.
The first thing you need to do is add alternative payment methods to your online store, such as a Shopify card reader that accepts both online and offline payment, and then make it clear on your landing page that you offer multiple payment methods.
4. Add Customer Testimonials
This one is so simple and yet still so many eCommerce store owners never stop to think of doing it.
Adding one or two customer testimonials to your landing page have the potential to skyrocket your app conversions.
Just put yourself in the customer's shoes: Would you trust a store you’ve never heard of before, and which has no customer reviews?
If no one is recommending your store or app, no one will trust it.
There are many ways you can add customer testimonials. Here are some ideas:
- Add Twitter cards
- Add quotes
- Add case studies
- Add achievements and stats
- Add testimonial videos
Testimonials give you more credibility, which we all need.
5. How to Nail the Headline
I’m pretty sure that you’ve already read articles on how to craft a perfect landing page headline.
I bet you’ve been told to use action words like “Free” and “Change your life!”
The problem is that none of this stuff applies to us all. Instead, what you need to do is take a look at your audience.
Take a look at your analytics and find out where most of your traffic is coming from. For example, if most of your traffic is coming from a Facebook ad, your landing page headline needs to match that ad’s message. If it doesn’t, it’s going to confuse people and your conversions will be down.
Or perhaps it’s a certain keyword that’s driving most of your website traffic. If so, make sure your headline complements what people who type that keyword into Google are expecting to find from your website.
Once you’ve defined your audience like this, you should have a better understanding of what they want. Then, you can target their problem in your headline and demonstrate how you’ve got the solution.
And, yes, using certain action words and phrases work too because they push the right emotional buttons.
Here are some examples:
- How To
6. Add Popups
There was a time when popups weren’t very popular and businesses didn’t want to use them.
However, that time is now very much over and popups are back in vogue.
The average conversion rate of top performing pop-ups averaged 9.28%. That’s pretty good - but to get that figure you need to use your popups wisely. Make sure that your popup doesn’t appear too soon. For it to be effective, the customer needs to have already expressed an interest in app. One minute's worth of engagement is usually a good rule of thumb.
If a customer has been browsing your landing page for at least a minute, it should tell you that they're interested in what you've got to offer. As such, it's a good time for a popup to appear.
Of course, you need to also make sure that making the right offer with the pop-up and for this reason, you'll want to use a few different types. For example, if a person is about to bail out of your website, you can catch them with an exit intent popup designed to bring them back into the game with a tempting offer.
To help you with all your popup strategies, you can download a tool like Ninja Popups.
7. Make it easy to access your customer support
One simple thing could be preventing you from having more conversions than you have at the moment: not providing easy access to your customer support.
No matter how cheap or expensive your mobile app costs, good customer support, and service is essential.
Really impress your potential customers by providing a few different contact methods on your landing page. They can be:
- Contact form
- Phone number
- Email address
- Live chat widget on landing page
Remember that customers won't stick around if they have a question or are unsure about a feature and have no way of seeking out the information quickly.
8. Run Split Tests
If you want more conversions, you pretty much need to be running split tests.
A split test is how you improve. It’s how you spot your mistakes and find what works best for conversions.
A split test is when you compare to variations of the same thing - such as two different logos - to see what performs best. If you don’t perform split tests, you could be stuck with a logo that’s boosting conversions by 0.5% when you could instead be using a logo that boosts them by 2%.
Here are a few elements of your landing page that you should test:
- Images and videos
- The headline
- The Call to Action (CTA)
- The logo
- The list of benefits
- The customer testimonials/online reviews
The more you test, the more you will be able to optimize your landing page so that you score more conversions.
These are 8 landing page hacks that will boost your app conversions. Once you’ve tweaked your page - refined the structure, added a video, nailed your headline and so on - your landing page starts to work for you. All you then need to do is keep checking your analytics and run tests to see what can be improved.
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