Aside from direct app downloads and app store access, most of the App promoting traffic are guided downloads through landing pages. However, in the real cases, we often find that the download rate of some landing pages are pretty low. So what are causing the low download rates? Let’s discuss the three main reasons decreasing the conversion rate of your App’s landing page.
1. Mismatching between target audiences and your app
First, the matching between target audiences and apps is low. Different advertising channels face different audiences with various attributes, and the expectations of the app are different. Therefore, the same landing page has different conversion rates for different groups of people. In order to solve this problem, universal investment is not feasible, and blindly narrowing the orientation is even worse. It is necessary to continuously test and find out the channels and orientations suitable for the app for accurate delivery.
2. Slow loading speed of landing page
This reason is neglected by a lot of App owners. It should be noted that not your target audiences have a fast internet connection. Improper configuration of landing pages are causing a considerable number of users loses. There are roughly three ways to solve this problem, which is to use a fast response server, compress the picture sizes, and adjust the content of the landing page. It is recommended not to use high quality video on mobile sites.
3. Mismatch of the landing page and the ads entry graphic
First of all, visitors who clicked into the landing page through the ads must be interested a certain point in the graphic or content, which made him want to learn more. Therefore, if the landing page (especially the first screen) does not correspond the content of the ads, visitors will feel lost, which will cause a low conversion rate. This is the same nature as “click bait”. If you need to “lure” your visitors to download your app, at least there need to be a consistency between the ads’ entry and the landing page, not only the consistency of the content, but also the consistency of the style and even the characteristics.
Of course, besides the three major reasons we mentioned above, there are many other factors such as traffic hijacking, activation delays, misclicks etc. Hopefully all our readers can locate the exisiting issues on your App’s landing pages and optimise them to the best!
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