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Recently one of the members of the App Entrepreneurs Group reached out to me to find out about the usefulness of creating a landing page for apps. This person had some really valid points about why he thought that a landing page was just one more nuisance, which needed to be managed and optimized.
Actually he could not have been more wrong. An app landing page is not a nuisance but an asset to nurture and improve, to give you extraordinary results.
If you have created an app landing page the right way then, you can literally not have to worry about all the app store rule changes which Apple and sometimes Google keep coming up with.
I would go so far as to say that a well-made landing page could be your secret weapon to market your app.
We will take a look at why I think that an app landing page is a game changer for app marketing.
If you consider the alternative to having a separate app landing page, which is to just have an app store listing, then you probably know that your app store listing does not provide you with much useful information.
No conversion data
Currently both Google developer console and iTunes connect do not share any data around the conversion rates for the people visiting your app listing. As an app entrepreneur and marketer you really need to know whether out of every 100 people who visit your app listing, you are getting just 5 downloads or 50 downloads.
Without knowing this, there is no way for you improve your messaging, screenshots or even your app. The worst thing that can happen is that you end up spending a huge amount of your time and resources on optimizing a listing which already has a good conversion rate.
A landing page can help you get this data.
No Referral Information
If you are familiar with internet marketing then you probably also know that it is extremely important for a marketer to know which of his experiments or efforts are producing results. Based on this the internet marketer can focus his efforts only on the successful strategies and scale them up.
When you are marketing your app and linking directly to your app store listing, there is no way for you to get the referral information. Yes, there are tools like Mixpanel and Flurry, which help you with getting some referral information but it only works when you specifically generate links to be used for your marketing. All the organic referrals get lost.
Once again a landing page can solve this problem for you by allowing you to use a simple and free tool like Google Analytics to give you referral information.
** Most Important ** No Retargeting
If there was just one thing which you take away from this blog post then let it be this – to succeed with app marketing you need to become an expert with retargeting.
I have helped a lot of app entrepreneurs with their app marketing and undoubtedly the most effective strategy for acquiring users for all these people has been retargeting.
My personal experience has been that I have been able to get 300% to 600% more downloads for the same marketing budget by using retargeting.
What is Retargeting?
Retargeting refers to the marketing strategy where instead of trying to convince completely new people to download your app, you instead focus on people who have already shown some interest in your app.
If you are on a tight budget, then retargeting is even more important for you. You just cannot afford to waste even a single dollar.
The way it works for your app is that instead of using your app store listing in all your marketing initiatives, you use your landing page. Now three things can happen when potential users come to your app landing page.
They either like what they see and download the app
or
they don’t like what they see and they don’t want to download your app
or
most importantly they get busy with something else and forget to download the app.
You will be surprised to know that for a typical app, you can have as many as 30%-40% of the visitors who just got busy with life and forgot to download your app.
Retargeting helps you get downloads from these users. Since these users anyway wanted to download your app, if you can just remind them about your app you should get a download very easily.
How should you setup retargeting? – Do It Yourself Retargeting
It is a common misconception that retargeting is difficult or you need to have some specialized knowledge to setup retargeting. All that is plain B.S
I have created this free mini-guide to help you setup Retargeting for your apps and get downloads at one-fourth your current costs per download.
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