During my interview on Mixergy with Andrew Warner, I mentioned several resources to easily build a mobile app landing page or website. One of those tools, which I also refer to in my book, is Unbounce.
After that interview, Andrew wound up connecting me with Rick Perreault, the CEO of Unbounce.com. We began discussing some ideas about how we could create landing pages specifically tailored for mobile apps. And today, in partnership with designer Jen Gordon and Unbounce (through the guidance of head Unbounce marketing guru and co-founder, Oli Gardner), we’re launching a series of mobile app templates available in the Unbounce system. More on that in a second.
While landing pages are usually thought of in the context of search marketing, they are also extremely useful in marketing mobile applications. As I describe them in App Savvy, I consider landing pages or app websites to be a critical part of building a “mobile marketing crescendo.” The goal of the marketing crescendo is to capitalize on the initial launch into an app store, since it represents once of the best opportunities to grab attention.
Having a landing page available—even before an app is built—allows you to tease the promise of the app, offer sneak peek screenshots, and collect email addresses or drive social engagement. It will help generate initial interest and provide an opportunity to identify beta testers. In addition, you can also learn what features your customers are (or aren’t) most excited about.
The reality is, however, that many people either don’t have the knowledge or the skills to build compelling and effective landing pages. Enter Unbounce.
The process to create the Unbounce mobile landing page templates started with distilling the key elements of what we’ve found across various mobile app landing pages and websites:
- Keeping the device front-and-center.
- Quickly highlighting key features.
- Including a promotional video.
- “Social proofing” with quotes from the influencers and users.
- How best to get in touch with the app creators or developers.
Oli more explicitly defined each of these items on the Unbounce blog, in his 10 Ways to Increase Conversions on Mobile App Landing Pages.
Using that information to craft a compelling yet flexible design was the next (and more difficult) step. Thankfully, we had Jen Gordon, a talented designer, long time user of Unbounce, and the founder of the newly created mobile-centric training website Tapptics. Her design resulted in four initial themes, one light and one dark, each for the iOS and Android platforms (initially focusing on smartphones). You can read more about her experience creating the themes on the Tapptics blog.
What’s evolved is a great set of mobile landing page templates, thanks to Jen and Oli. We’re not done yet though, so we’d love your feedback about how we can improve these templates to best fit your needs.