This is the second part of a series on how to boost organic downloads for your mobile app. The series is aimed at mobile app developers and marketers looking to increase their app’s visibility and user base. The first part of the series provided general strategies on increasing app downloads with organic growth. This second part will focus on the role of landing pages in this process.
Factors that drive organic downloads
To understand the role of landing pages in boosting organic downloads, it’s essential to first grasp the factors that drive organic downloads. Organic downloads refer to app installs that occur naturally, without the need for paid advertising or promotion. These downloads are driven by various factors, including:
- App Store Optimization (ASO): Optimizing your app’s metadata, keywords, and visuals to improve its visibility and ranking in app store search results.
- User reviews and ratings: Positive reviews, ratings, and user testimonials can significantly influence potential users’ decisions to download your app.
- Referral traffic: Users who discover your app through word-of-mouth recommendations, social media shares, or influencer endorsements.
- Visibility across channels: Presence on various platforms, such as social media, blogs, and other apps, can drive traffic and downloads.
- Search Engine Optimization (SEO): Having a strong online presence and visibility in search engine results (e.g., Google, Bing, etc.) can attract organic traffic to your app.
All these factors are huge contributors to the success of your app, and each plays a unique role in attracting users. As a mobile app developer or marketer, your goal is to leverage these factors to drive organic downloads and increase your app’s user base.
Among these factors, SEO (Search Engine Optimization) is arguably the most important factor in driving organic downloads, and this is where landing pages can play a pivotal role in boosting your app’s visibility and discoverability.
The power of landing pages in boosting organic downloads
In today’s digital marketplace, the success of an app isn't just about development and deployment; it’s also crucially dependent on effective marketing strategies. One of the most potent tools for increasing visibility and driving organic downloads is the strategic use of landing pages.
Landing pages serve as a powerful marketing asset that can significantly impact your app’s discoverability and user acquisition, making them an essential component of your marketing strategy. They provide a dedicated space to showcase your app’s features, benefits, and value proposition, guiding potential users through the download process. Moreover, landing pages can be optimized for search engines - through the use of relevant keywords, meta tags, and other SEO techniques - making them more discoverable and driving organic traffic to your app, which is a key factor in boosting organic downloads.
Landing page vs app store page
Both landing pages and app store pages contribute to your app’s visibility and user acquisition, but they serve different purposes and target different audiences. While app store pages are designed to convert users who have already discovered your app, landing pages are designed to attract new users and drive traffic to your app store page. There are several key differences between landing pages and app store pages though, including:
- Traffic source: Landing pages attract traffic from various sources, such as social media, blogs, and search engines, while app store pages attract traffic from app store search results.
- Audience: Landing pages target users who are not yet familiar with your app, while app store pages target users who are already interested in your app.
- Optimization: Landing pages can be optimized for search engines to drive organic traffic, while app store pages are optimized for app store search results.
In essence, landing pages offer a unique opportunity to drive traffic to your app store page that otherwise wouldn’t have discovered your app through traditional app store search. Think of people who are searching for solutions to their problems on Google, for instance - they might not be actively looking for an app, but if they come across your landing page and find it compelling, they will be more likely to check out your app and potentially download it. So, it's essential that you combine the strengths of both landing pages and app store pages to boost organic downloads for your app.
Optimizing your landing page to boost organic downloads
The first step is to actually have a landing page for your app. There are many tools and platforms available that can help you create a landing page quickly and easily for your app, even if you don’t have any coding skills or design experience. These tools typically offer templates, drag-and-drop editors, and other features that make it simple to create a professional-looking landing page for your app.
Once you have a landing page, you can apply some strategies to optimize it to bring in more traffic, and ultimately, more downloads for your app. Here are some strategies you should apply:
- Optimize for SEO: Use relevant keywords, meta tags, and other SEO techniques to make your landing page more discoverable in search engine results. This is crucial for bringing in organic traffic to your landing page.
- Highlight your app's value proposition: Clearly communicate your app’s unique features, benefits, and value proposition to entice users to download your app and differentiate it from competitors so that users understand why they should choose your app over others.
- Use compelling visuals: Incorporate high-quality images, videos, and graphics to showcase your app’s interface, functionality, and user experience. For more information on this topic, check out our blog post on using images on landing pages for higher conversion.
- Include social proof: Display positive user reviews, ratings, testimonials, and endorsements to build trust and credibility with potential users.
- Call-to-action (CTA): Include a clear and compelling CTA button that prompts users to download your app, and make sure it stands out on the page.
- A/B test your landing page: Experiment with different elements, layouts, and messaging. A/B testing can help you identify what works best for your audience and optimize your landing page for even better results.
These are just a few strategies you can apply to optimize your landing page for organic downloads. Optimizing your landing page is an ongoing process, so don’t be afraid to experiment and try new things to see what works best for your app and audience, and remember to track your results to measure the impact of your efforts - this will help you refine your strategies and improve your app’s visibility and discoverability over time.
Bringing it all together
Landing pages play a crucial role in boosting organic downloads for your mobile app by driving new traffic and increasing visibility. When optimized for search engines and user engagement, landing pages will attract more users to your app and increase your app’s discoverability, which in turn will lead to more downloads. Remember that landing pages are just one piece of the puzzle, and you should combine them with other strategies, such as ASO and referral traffic, to maximize your app’s organic growth potential. And most importantly, keep experimenting and refining your strategies to find what works best for your app and audience.
If you haven't yet, check out our previous article on increasing app downloads with organic growth strategies to learn essential strategies you can already start applying to boost your app’s visibility and user base without heavy advertising costs.