There are almost 3.3 million apps on Google store and 2 million on Apple store, the competition is tough and in order to beat this competition, your apps have to make sure the visitors get converted into users.
Approximately 88% of the users spend their time on mobile phones using apps. With the change in market the app’s popularity and demand is not only changing but growing rapidly.
In order to sustain the position of an app in the market it is vital that while taking care of retention and engaging the current users, it is necessary to make sure the new audience finds your app.
The most popular way for this is by generating the installs from the app store, however, another most effective way to maximise mobile app downloads is to direct traffic from your website to your app.
So how do we funnel the website traffic to your app?
1. Move traffic with an engaging app landing page
The landing page for smartphone apps is designed exclusively for promoting the apps. It can explain the functionality and benefits of it to entice users to click through, and install it. The landing page of your app serves as a point of entry for SERP users to the app page on mobile.
Since the landing page for a smartphone app is the first point of touch between your brand and the audience, it must specify its functionality & the problem the app solves.This is a great opportunity to persuade visitors to try the app. It is also an opportunity to design mobile-friendly landing pages that conform to the reader’s screen and exclude any unnecessary content.
2. Basic elements a landing page should have:
- Call-to-Action :
The aim of your app landing page is to direct users to the call-to-action (CTA), which should be to download the app and go to the app store. Alternatively, to complete a contact form and download the app straight away.
This CTA is the single most important aspect of the landing page, whether you use a badge or a text link. It’s the process that converts a casual visitor into an app user
- Headline & Body Copy :
Headline is the next most important element of the page. It’s the first thing the visitors sees as they land on the page.Make sure it expresses the app’s meaning. It doesn’t have to be smart or funny. It just needs to emphasise the functionality of the app & keep the reader’s attention on the page.
Body copy is where you build on the value that the app offers. It should motivate the user to learn more about the app. You should have as much copy as is necessary to address the reader’s unspoken questions and fulfil the reason they came to your landing page in the first place.
- Trustworthy :
Any kind of social proof would be needed. There should be a way for the reader to see if the app is reliable.
Apps also feature glowing user feedback or testimonials from well-known users. If the app has received any achievements or recognitions, they will be shown. Alternatively, flaunt about how many downloads, or star ratings.
- High quality graphics :
The graphics are the most necessary aspect of every app landing page to make it stand out. These are all the images or videos that bring visual interest to your website.
The aim of your visuals is to improve the information provided about the app and to highlight it.
3. Use ‘Text to Download’
Allow customers to receive a text to download the app
Desktop computers also account for over 48% of all web traffic. The desktop also accounts for over 48% of all online traffic. Moreover the apps are listed in print ads and in such cases the potential users must manually open the app store, type in the app’s name, and browse through various apps in order to find your app. It’s not a pleasant experience for the user.
That’s why Text-to-Download is a strategy for installing content via text message.
Giving web visitors the option of receiving a download link sent directly to their phones via SMS to turn them into app users. For that, a CTA where interested visitors can add their phone number is required on the page, a text message will hence drop on their mobiles and they won’t have to manually search for the apps. Not only that, out of curiosity to try if the link works, many visitors will surely end up becoming a user. The link will provide instant access to the app making it easy to download.
4. Allow customers to receive an email to download the app
An Alternative to engage people who are not comfortable with sharing their contact details is by letting them download the app via email. It is always wise to include both the options on the landing page so that the conservative users who are not ready to share their details for the app, who probably need more information about the app can share their email. Although sending SMS invites users to download the app is efficient, sending e-mails is more convenient and manageable.
5. Deep link the content
Converting mobile site visitors to download your app could help your business grow and get an immense increase in installs. While transferring them from one location to the next can be difficult, & the dynamic links move the traffic from one platform to another by eliminating several steps from the funnel. With deep linking you can make a user click on a link on their mobile web, a google adword campaign or in a text message & be taken to the resulting page of your app with very little integration, if the app is uninstalled then they must first instal it from the App Store or Google Play Store and land on the subsequent page. The approach to turning mobile web visitors to app users is to ensure that when they open the app, they see the same content that they see on the web. As a result, the app must be able to receive deep links to content before you can start sending your mobile web users to it.
6. Use Retargeting ads
The aim of retargeting advertising is to draw potential customers who have shown interest in your app, via your landing page or website or other platforms where they were able to view your app. But they did not install it for certain reasons. And you also need to make sure that your application is used more than once, even though they downloaded your app. Google Adwords and Facebook are two of the most common platforms for renewal campaigns.
With Google Adword, you have the option to retarget the users from website visitors, mobile app users, YouTube users, or email subscribers.
With Facebook Adword, you can simply add the email addresses or the phone numbers of those you want to impress, that way it allows you to customize the audience list by retargeting.
Another major aspect of retargeting is to constantly A/B your ads and monitor how audiences are reacting to them. You will need to track all the banner ads or ad copies with respect to how many app downloads they are generating.
7. Smart Banners on Webpage
Using smart banners is another most effective means of persuading web visitors to use the app. Aside from that, you must employ some kind of deep linking to ensure that users land on the appropriate content inside your app from the banner he is clicking from. Using both the site and the app areas would give you a lot of options for attracting new users and sending them straight into the app within your creation. However, the banner has to be good enough to attract the user’s attention and make them click on it.
For industries like E-commerce, the websites are often visited by the users frequently, by adding a Web-to-Online Banner to your website is a fantastic way to turn website visitors into app customers. It’s not just a frictionless way to drive users to your application, it has proved itself as high-quality users. Once inside the app, the users are then pushed forward towards the purchase funnel, ultimately increasing the conversion rate. This strategy offers app marketers an advantage in not only gaining new users but also retaining users’ attention.