9 rules to make your product landing page stand out

Swarnendu De October 19, 2015

Why a landing page?

Do you have a mobile product in an app store or perhaps getting ready to launch one in a different domain? If ‘Yes’, then the next step for you would be to gear up for a solid promotion. The first leap towards doing so is to create a beautifully designed microsite and an optimized product landing page. This opens a window (pun intended) of opportunities for you to create content for the target audience of your product, generate significant traffic, redirect them to your app store listing or even collect emails for your mailing list.

Once you have that concept in mind the next step would be to follow some highly essential rules to make your product landing page worth its name and purpose.

1. Relevant content

Before creating a product landing page, you need to do an invasive research on which keywords to concentrate while drafting content for your page. These keywords should be unique and not already occupied by other links. Once you are done finding a keyword or phrase, make sure to include them in your title, content and meta description. Don’t overdo it and use the word forcefully as your content should be attractive enough to read (I speak from personal experience).
Now, coming to the topic of your actual content. When writing product info on your landing page, don’t try to promote it or simply blabber about how great it is. No one wants to hear about that. Rather, it would be useful if you speak about the utilities that your product offers, reflect on the actual problem that it takes care of and the USP that your product is offering.

2. Screenshot tour

Screenshots speak a lot in the user’s mind, compared to lengthy batches of text. A screenshot tour of your product complemented by an overview video of the app at work is a great way of presenting the unique features of your application. It acts a proper walk-through for users and instills trust and curiosity in their minds, resulting in poking into people’s curiosity. Always make sure that your landing page is filled with an ample amount of screenshots if you want to make your pitch strong.

3. Detailed video

Nothing garners more interest than a creative walk-through video for your product. A majority of people, who search for information online, love to watch videos. By embedding an interactive video you can initiate a one-to-one conversation with your audience. You can send out a clear message which people will read, remember and share. With videos you can increase the time spent on website which means you get more time to get them converted into actual leads.

4. Downloadable resources

Consumers always prefer to get something for Free. You can come up with some eBooks or Whitepapers, video clips or media that is relevant to your target audience and put them on the mobile landing page. Keeping long-term product goals in mind, you can distribute these resources by collecting email ids and sending the link through it. This helps you analyse the reception your product is getting and prepare smarter marketing strategies for the future.

5. Testimonials, Reviews and Ratings

Is your mobile product already receiving rave reviews? Are you getting quality testimonials from your users? If the answer to any or both the above questions is yes, then you should utilize said reviews or testimonials for your product landing page. Make a list and feature them in a highlighted section on the landing page. This helps in establishing your credibility and validates the quality of your product.

6. List of Press Coverage

If your mobile product is already getting media coverage, big or small, you should definitely put them up on your landing page. Remember, a little boasting is a good thing. So, make sure to display the logos/ links of coverage by media houses, magazines, blogs, tv shows or any featurette based on your app. This adds to the trust factor of your target audiences and convinces them that your product is worth their time (and money).

7. Blog

Writing a product blog gives your app a great chance to be marketed without any other investment but time and knowledge. If you already have a mobile product blog then you should display the latest and well received posts on your landing page. Your display of insights, on your product, related industries and similar areas will showcase your experience to your consumers. Plus, if you write articles around the interest area of your target audience, you can easily attract new users.

8. Social sharing and live feed

Are you active on social media? If yes, then show your Facebook or Twitter feed on the landing page. Integrate social media sharing widgets so that readers can share your content quickly, across social media platforms. You can also integrate a direct like/ follow button for Facebook/ Twitter to increase your social page rankings directly from the landing page.

9. Analytics for tracking

Analytics and big data go hand in hand with a solid mobile landing page. A powerful analytics tool should give you control to track data on your landing page, form marketing plans and understand your target audience better. This might just be the most important feature of a landing page as it basically speaks to you about how well your consumers are receiving your product.