Gaining awareness among your target audience is one of the toughest marketing challenges for a new app.
There’s nothing worse than pouring months or even years of effort into building an engaging, intuitive product only to launch it to the app store, and…
No one knew you were developing this product, and now no one is excited that it’s finally launched.
That’s why we recommend to all our clients that they start marketing their appsat least 2-3 months before launch.
Why you need a pre-launch database
You’ll hopefully be doing some hardcore digital marketing activities to build hype around your brand and gain awareness with your potential users.
Bonus: How To Generate Buzz Before Launch
But what do you do with all that hype and interest?
You funnel these potential users into your app’s website or landing page, collect their emails, and nurture them with exclusive content and updates leading up to your app launch.
These people who have signed up to receive emails from you are your pre-launch database.
They have the potential to become your first app users, your die-hard evangelists, and your brand spokespeople who will spread word of mouth about your app.
This post will show you the top 9 tactics of high-converting pre launch app landing pages, so when you do launch your app you will have a flood of downloads from your army of followers.
What’s a landing page?
A landing page is a web page which serves as the entry point for a website or a particular section of a website (like a blog or about us page)
Even if you don’t have the resources to build an entire website for your app, you should at the very least have a landing page you link to in all your pre-launch marketing efforts (press releases, social media posts, etc).
The goal of a pre-launch app landing page is to collect emails.
Landing pages are cheap or free to build, and most don’t require any coding at all.
There are dozens of services to choose from – You simply choose from hundreds of customisable templates and drag and drop your own elements.
Your landing page MUST look stunning, or people will exit and your bounce rate will sky rocket. You’ve just lost a potential user.
High-converting landing pages for lead generation have the following elements:
What your landing page should have
Screenshots/visuals – demonstrates the functioning of the app
Punchy description – the elevator pitch that says why not clicking ‘signup’ is the dumbest mistake they’ll ever make
Link to further content/info – This may be a pre-launch video, a blog, a press release, or any other publicity your app has received.
Invite list call-to-action – The most important part! This gets emails of interested people.
Refer a friend link –Gets more emails and creates a viral effect
Social profiles – Links to follow your app on all your social media pages
Bonus: 4 Apps Killing It On Social Media
The top 9 tactics of app landing pages that get thousands of sign ups
They’re not stealthy or coy
Don’t hold back on sharing what your app is about.
Yes, there is an argument for looking mysterious and teasing customers with little in the way of hard information.
But, the stats show that they get less signups and paying customers than those that tell your brand’s unique story.
The above example for Hipster is nice to look at, but it misses the opportunity to inform the customer about the brand.
If you’ve already got a lot of hype and awareness about the product because of a stunt or a high profile celebrity endorsement, this strategy could be powerful.
For the rest of us mere mortals, however, using this strategy will likely just set you up for a LOT of unsubscribes once your first email goes out.
Because without forthcoming information from you, everyone will have signed up with something different in mind! Your product can’t please everyone!
Make sure your database is full of high quality leads (ie: Ones that are actually likely to become app users) by telling them exactly why they should express interest.
2. Their copy is emotional and problem-focused
High-quality images and design will get you initial attention, but it’s your wordsthat will make the visitor leave their email.
The best web copy writing:
Creates anticipation or urgency
Makes a promise
Line 1: Your first headline needs to stop readers dead in their tracks.
It might be a big claim, a common problem, or a question, but it must be powerful enough to make the visitor read the next line.
Line 2: How does your app address the statement or question you made in your headline?
The copy needs to make your app’s unique selling proposition irresistable, but short enough to hold the internet’s limited attention span!
Benefits are better than features, and if you can work the customer’s problemsinto thebenefits statements, that’s great copy writing.
I like how YayPlanner does this in their pre-launch landing page – it tells the visitor what the app does, but spares them the details of how it does it, keeping them wanting more.
3. Their call-to-actions aren’t ‘sign up’
The primary goal of your landing page is not to look pretty, it’s to get emails!
This is why the call to actions (CTAs) are the most important part of any landing page, because they actually get the visitor to complete the desired action.
Dos and don’ts of landing page CTAs:
DON’T confuse or distract the visitor with multiple CTAs in the copy otherthan to sign up (For example, CTAs to follow you on social media or find out more)
DON’T make the user hunt for the ‘sign up’ button (if in fact, you are using the signup CTA, but that’s not very creative, is it?).
DO use bright, contrasting colours and BIG buttons that naturally draw the eye
DO use wording that is consumer-centric, urgent, or benefit-focused. ‘Notify me when it’s ready‘, ‘Sign up for exclusive access’, ‘I want it’ and ‘keep me posted‘ are all great examples.
DO make the CTA button as close to the sign-up field as possible, so the viewer intuitively knows to click it as the next step.
4. They don’t ask for too much information
If you can, only ask for an email address.
You’ve probably seen that some brands use their sign-up forms to ask for other details like name, gender and where you heard about them.
These are great insights for customer profiling, but just be aware that the longer it takes for people to fill in a form, and the more personal information they have to leave, the lower your conversions will be.
Expedia found that by removing just one data field from their purchase form (the address confirmation field) resulted in an extra $12 million annually.
Weigh up the pros and cons and decide on the minimum amount of information you can ask for that will offer maximum insight.