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How Ecommerce Company Packlane Delivers On-Brand, Targeted Campaigns with Custom Landing Pages

Step inside the marketer’s brain and you’re likely to find some healthy skepticism. Does this $50 Airbnb come with a three-digit cleaning charge? Will “free shipping” require my firstborn to clear customs? Why does this anonymous benefactor need a credit card number to give me my millions? (And how did he get my email?) Do “fully customized” landing pages secretly mean slower launches, a bulkier building process, or not-totally-customizable-but-hey-close-enough?

Not so—at least when it comes to landing pages. Just look to the customization masters at ecomm packaging company Packlane. They make retail-ready, custom corrugated mailer boxes, shipping boxes, and folding cartons for subscriptions, ecommerce, and gifts that can be as simple or fancy as your heart desires. And they get real meta when it comes to their customization. Not only is it a pillar of their service, it’s also instilled in their marketing with oodles of customized landing pages.

But do oodles of customized landing pages equal oodles of time? Oodles of effort? Oodles of conversions? We pulled the lid off a few of Packlane’s landing pages to find out how they use them to create speedy, beautiful, super-targeted campaigns.

Are you an ecommerce marketer? Learn how Unbounce can help you turn more browsers into buyers.

When you need to publish fast

It’s no secret that ecommerce is a highly competitive and fast-paced world—one with so many options, you can buy your chicken a leash for both casual and formal occasions.

No matter which ecommerce niche you’re in, keeping up often requires working fast to get new promotions to market. But the catch-22 is that your landing pages can’t look like they were created quickly. When they do, they undermine your campaign thanks to inconsistent branding, rushed copy, or poor-quality images.

Full disclosure, one of the reasons we approached Packlane is because we have serious :heart-eyes: for their gorgeous branding—and how seamlessly it’s woven into each of their landing pages. We asked Remy Tennant, Packlane’s Director of Growth, about getting pages published fast while running a tight design ship.

One launch comes to mind. We had to get a page up really fast to get this campaign out the door. We often work with an agency, but this was a complete DIY job for our marketing team with no development or design resources.

The page—where customers can apply to be featured as part of Packlane’s Custom Packaging Inspiration Gallery—is relatively minimal and, says Remy, “admittedly not our most beautiful.” But at an 18% conversion rate and climbing, it’s a rush job that’s more than delivering on its investment.

Image courtesy of Packlane (Click to see the whole thing.)

It’s also easy to duplicate and rework, opening the floor for testing and expansion within the campaign. “Word on the Lane” is a video series featuring Packlane customer stories, with a similar submission landing page (converting at a cool 23%) to add a multimedia element to their customer showcase.

Image courtesy of Packlane (Click to see the whole thing.)

Being able to build and customize landing pages quickly creates more breathing room for experimentation, lower-stakes launching, and higher margins of ROI. Says Remy:

On our own, the entire process of launching a page—from initial content creation, to picking a template, to building and customizing it—takes about four to six hours. Our marketing team can easily get a page up within a day, working completely in-house.

Get inspired with 27 jaw-dropping examples of ecommerce landing pages in our Ultimate Ecommerce Landing Page Lookbook.

When you need to collaborate

A more typical scenario for Packlane’s marketing team involves working with outside resources. Though their agency is an ocean and several time zones away, collaborating on landing pages is a simple process. Remy explains:

Our website is beautiful, but because it’s 100% custom, there is no CMS. Being able to collaborate with outside developers and designers on Unbounce without having to involve our internal tech team is a huge win. It saves time and allows our devs to focus on more important things.

Their “Size Matters” page, where customers can calculate custom sizing, is a ringing example of what this can accomplish. Pixel-perfect branding, slick design, animated graphics, and a dynamic calculator that gives recommended dimension and style options for your packaging make for a landing page that’s not only beautiful, but fully interactive.

Image courtesy of Packlane (Click to see the whole thing.)

It’s versatile, too. This page is used at several points of the customer journey, particularly as an onboarding and educational tool.

Our sales team and customer service team use this page to lead prospective and new customers through the customization process and help them figure out the right measurements for their packaging.

It’s simplified what can be a very complex and technical process, and has definitely helped convert more customers.

Learn from another ecommerce success story and how landing pages helped Zola boost their conversion rates from 5% to 20%: How Hyper-Targeted Marketing Helped Zola Take Over the Wedding Industry.

When you need to really target

With great customization power comes great responsibility. Packlane offers endless packaging options—be it by style, size, material, design, and labeling. They service customers from all sorts of verticals within ecommerce, and they cater to all of their different needs based on product type, seasonality, and audience. It’s a tall order, pun intended.

How do they tackle this complexity? Custom landing pages for specific industries and campaigns. Instead of relying on visitors to browse their website, or talk to a sales rep, or sign up to see their smorgasbord of packaging options, Remy describes how Packlane comes to them with targeted landing pages.

Our custom cosmetics page is one of our most-visited pages and ranks pretty well for custom cosmetics packaging. We do a lot of SEO, and the ability to add metadata is obviously really important.

We’re also big into A/B testing—one page I recall saw a conversion lift of 15% after testing headlines—so we’re looking forward to running experiments with this page. Results TBD!

Image courtesy of Packlane (Click to see the whole thing.)

Seasonal promotions are another example. For ecommerce marketers, the holiday season brings more than just sleigh bells and eggnog and strained small talk with your distant uncle over a shrimp cocktail platter. It brings massive opportunity for sales and festive campaigns.

Packlane answered opportunity’s festive knock with their “winter wonderland” White Ink landing page. It showcases white-ink designs for Packlane’s customers to get their customers (didn’t lie when I said they get meta) in the holiday spirit. Plus, they get a free downloadable package with 30 holiday-themed design assets.

Image courtesy of Packlane. (Click to see the whole thing.)

The results put Remy in a merry mood, too:

This page gets a good amount of traffic as well, and was a great way to test different promotional techniques like the free graphics package. We’ll probably do something similar in the future.

So whether you’re in a mad rush, managing a lot of cooks in the kitchen, or creating a bunch of different pages for specific audiences with specific needs, it doesn’t have to be accomplished at the expense of brand quality. Just ask Packlane.

Customize your way

Ready to start building and customizing your own ecommerce landing pages? Publish as many as you want, for free, with a 14-day Unbounce trial. And if you have any comments or tips of your own you’d like to share, fire away below.

Ecomm landing pagesOriginal Article

Mobile Landing Page Examples That Seriously Set the Bar

Mobile Landing Page Examples

We’ve all had frustrating experiences browsing the web on our phones: load times that seem to carry on forever; pages that are cluttered and difficult to navigate; long, rambling blocks of text that make it tough to understand what you’re even looking at.

Well, at Unbounce, we’re putting our foot down. We’re tired of junky mobile landing pages. We want to celebrate the pages that do mobile right, with easy-to-follow copy, super-sleek designs, and crazy-fast load times. And since it’s our blog, that’s what we’re going to do.

But before diving into the incredible, Unbounce-built examples, we’ll cover some tips for how to knock your next mobile landing page outta the park.

Mobile Landing Page Best Practices

(“Duh, I know how to make killer mobile pages. Show me the examples!”)

Mobile landing pages aren’t so different from their desktop counterparts, and standard best practices still apply. However, there are some additional considerations for on-the-go visitors, and it’s why you should really be building separate landing pages for mobile (or, at the bare minimum, ensuring that your page is mobile-responsive).

Here are some sure-fire ways to build great mobile landing pages:

  • Be concise in your written copy
    Brevity might be the soul of wit, but it’s also the soul of mobile landing pages. (My high school literature teacher weeps.) Consider how visitors are going to be engaging with your content. Distill the information on your page to just the essentials, and make it easy for visitors to skim: bullet points, short sentences, obscure acronyms, ASOASF. (No, not ASOIAF, ya nerd.)
  • Nail the content above the fold
    Above the fold content is crucial on any landing page, but it’s especially important for converting mobile users. We have a terrible attention span when we’re on our phones: we spend less time on sites than when we’re on desktop, and bounce rates are way higher. That means your content needs to hook visitors the moment they hit your page.
  • Keep your design super simple
    This isn’t to say you can’t include awesome graphics or a catchy explainer video (although you need to be careful—more on that below). Rather, you want visitors to move naturally through your page without getting lost or overwhelmed. Use a single column layout, and strive to maintain a 1:1 attention ratio. If you’re using a lead gen form, keep the number of fields to a minimum and make sure visitors can autofill.

What does “attention ratio” mean? Attention ratio is the ratio of links on a landing page to the number of conversion goals. Since every campaign has one goal, the corresponding landing page should only have one call to action.

  • Make use of sticky bars
    Landing pages are all about getting visitors to convert—but on smaller screens, it can be harder to draw their attention to the action you want them to take. Sticky bars can help keep your call to action (CTA) top-of-mind (or top-of-screen) by having it subtly follow your visitors as they scroll through your page.
  • Be sure everything loads lightning-fast
    Quick load times are essential to converting with mobile landing pages. The bounce rate for mobile visitors gets crazy high after loading for just a few seconds—and considering most of the world is still browsing on 3G connections, any poorly-optimized images or videos on your page could be slashing your conversion rates. Keep things light.

Ready to boost your page speed?

Get Unbounce’s landing page speed checklist and follow our step-by-step guide to improve your load times in a single afternoon.

Best Mobile Landing Page Examples

1. Western Rise

Mobile Landing Page Example: Western Rise

Image courtesy of Western Rise. (Click image to see the full page.)

Social media is a massive driver for ecommerce. Something like 54% of people active on social use the platforms to research products, and roughly a quarter click a promoted post in any given month. But driving conversions from social platforms requires a coherent, uniform experience—from the moment someone clicks an ad on their timeline to when they’re trying to remember their PayPal password at checkout. (Was it ‘12345’, or just ‘password’?)

Will Watters, Co-Founder and Creative Director at functional clothier Western Rise, described how the company turns mobile visitors into handsomely-dressed customers.

With a lot of our current traffic coming from Instagram, it’s imperative for us to have a seamless experience for our customers to learn more about the product.

We specifically chose to build this with Unbounce because we see that a potential customer can click or swipe to arrive at the landing page and learn about the product in detail without having to click through multiple pages.

Best Mobile Landing Page Takeaways:

  • Maintain a unified experience from beginning to end. When you’re building a seamless social-to-storefront experience, you don’t want prospects jumping out of that pipeline. All of the information a visitor needs to make a purchase decision is right here on the page, so there’s no need to bounce and look for more details. Reinforcing that, every CTA on this landing page leads visitors to the same spot on Western Rise online store.
  • If you’ve got an attractive product, show it off. People don’t buy clothing unless they believe it looks good. (The obvious exception being foam clogs—what’s the psychology behind that?) Western Rise includes bold photography to highlight their clothing in the context of use, demonstrating fit and function that would be great to show off on your social timeline.
  • Optimize those images (seriously). This is an image-heavy page, which can be problematic for load times on mobile. Not here: Western Rise gets an impressive page speed grade from Google, which is like getting a thumbs up from Beyoncé or a backslap from Jeff Goldblum.

Bonus: Western Rise uses a popup on the linked store page to promote a giveaway contest and capture leads. (Hey, if they’re not gonna buy, you can at least try to snag their email address.)

2. Glints

Mobile Landing Page Example: Glints

Image courtesy of Glints. (Click image to see the full page.)

Marketers sometimes have a way of over-complicating things. (Who, us?) They’ll use a paragraph where a sentence will do. They’ll build an explainer video when all prospects want to see is a screenshot. On mobile, simplicity wins.

This landing page from talent recruitment platform Glints is an excellent example of how to do mobile right. The brand uses strong content above the fold that immediately communicates what the service is and why we should care: the copy is concise but descriptive, and there’s lots of white space that lets things breathe. It’s not longwinded or excessive—it’s compact and effective.

Best Mobile Landing Page Takeaways:

  • Keep things straightforward. You don’t need to drown your visitors in content, as Glints demonstrates here. The company pares its copy down to just the essentials, then arranges the page in a way that doesn’t give visitors a claustrophobic panic attack.
  • Use a hero image that reinforces your headline. Glints does a lot of messaging work above the fold. The top headline instantly identifies the target audience, which is backed up by the hero image. The supporting copy speaks to the promise of finding a dream career. Then, the second heading quickly shows off some of the significant brands hiring through the platform.
  • Multiple CTAs all go to the same place. An attention ratio of 1:1 is ideal, but you can include additional calls to action if they all point in the same direction. Glints does that here, each with variant copy that prompts the visitor to convert. If the content above the fold doesn’t do it, maybe the logo spread of brands on the platform or the expanded benefits will.

3. Promo

Mobile Landing Page Example: Promo

Image courtesy of Promo. (Click image to see the full page.)

Promo are experts at using videos to drive conversions on their landing pages (as we highlighted in this post on high-converting pages). And they ought to be: the easy-to-use platform lets customers quickly build videos for sponsored social media posts. Promo not using videos in their marketing would be like Superman not using the power of flight in his marketing. (It’s a bird, it’s a plane? Ah, you’re too young.)

But video content can be a big problem for mobile visitors. Deployed carelessly, it can dramatically increase a landing page’s weight and create grueling on-the-go load times. Poor page speed can cancel out any conversions you hoped to gain by including a video in the first place.

Yael Miriam Klass, Promo’s Content Lead, described how the company uses video on mobile landing pages without sacrificing the overall experience:

The best way to grab attention and keep visitors on your mobile landing for more than half a second is with a simple video. Simplicity is key because it needs to load quickly or you’ve lost them.

Best Mobile Landing Page Takeaways:

  • Create a lightweight experience. It’s not clear from just looking at the mobile version of this landing page, but Promo has done a lot to slim the content down from desktop. The full-sized page features an auto-play video in place of the hero shot and dynamic buttons overlaid on the sample videos. Instead, the mobile version uses static images that only play video once a visitor has interacted with them.
  • Get the most from the space above the fold. The headline conveys Promo’s unique selling proposition for this targetted segment—that is, easily creating videos for social media. Coupled with a clickable explainer video and prominent call to action, Promo makes the most of the available real estate to deliver a wicked first impression above the fold.
  • Build credibility with trusted brand logos. Promo includes Facebook and Instagram partner badges above the fold to immediately affirm that they’re trusted by major social media platforms—an important point when you’re trying to win with a social media use case. The page also features a spread of client brand logos and individual customer testimonials, further establishing credibility.

4. Country Chic Paint

Mobile Landing Page Example: Country Chic Paint

Image courtesy of Country Chic Paint. (Click image to see the full page.)

Emotional marketing is a great tool regardless of medium, but it’s especially useful on mobile. People tend to participate most in social media on their phones, and they’re already being emotionally primed by videos of dogs cuddling with ducks, or whatever you people are into these days.

This landing page from Country Chic Paint—built by Webistry—includes an emotional element that makes it more likely to resonate with mobile visitors.

Best Mobile Landing Page Takeaways:

  • Use sticky bars to keep your CTA in view. Country Chic keeps their call to action prominently displayed throughout the landing page by using a sticky bar, making it easy for visitors to convert the minute they’ve made the purchase decision.
  • Reinforce your offer with a compelling cause. In addition to the sticky bar, this page features a number of inline CTAs that continue to prompt visitors as they read through Country Chic’s bulleted product differentiators: the low environmental impact, the company’s paint recycling program, and their charitable initiatives. Plus, we know this is supporting a great cause, and it’s a compelling reason to buy.
  • Show visitors what your product or service looks like in action. Country Chic does a terrific job of picturing their product in the context of use. Rather than just showing off the paints included with the kit, the company demonstrates how they actually look on a piece of reclaimed furniture and other craft projects.

5. ClaimCompass

Mobile Landing Page Example: ClaimCompass

Image courtesy of ClaimCompass. (Click image to see the full page.)

Making your offer clear is key to winning conversions on mobile. That can be tough when you’ve got a complicated product or service that needs some ‘splainin’—especially when it seems too good to be true.

ClaimCompass was also featured in our high-converting landing page examples post, where Alex Sumin, the company’s Co-Founder and CMO, described the difficulty of getting people to buy into the promise of free cash. That hasn’t slowed Alex down, though: in addition to turning one of every three visitors into conversions, this Unbounce-built landing page does a great job of distilling a complex regulatory measure into the tangible benefits for consumers.

When you look at the mobile experience from a contextual point of view, then not only are we limited by the real estate on the device, but also by the environment in which that content is consumed.

I think it’s important to acknowledge the micro-moments in which these mobile interactions occur and consider how they’ll impact our objectives, whether it’s content consumption, conversions, or other.

Best Mobile Landing Page Takeaways:

  • Break complex ideas into understandable benefits. Free money sounds like a simple enough offer, but ClaimCompass is dealing with a ton of jargonistic legal and regulatory considerations. The company does an excellent job of grabbing visitor attention with brief copy above the fold, then quickly banging out the key benefits of the service with bullet points just below.
  • Provide avenues to learn more (when appropriate). High-level explanations and benefit statements aren’t going to be enough to convince everyone. This page provides lots of secondary information that expands on the offer and outlines the ClaimCompass process, plus links to an in-depth blog post that gets into all of the nitty-gritty.
  • Turn positive press and reviews into trust. Yeah, ‘no-strings cash’ sounds like fiction, but ClaimCompass builds credibility and trust by associating itself with the major news outlets its been featured in, highlighting the average customer review score, and pulling real testimonials straight from Facebook.

Bonus: The hero image speaks to anyone who has ever been on a delayed flight. Her face is my face. Her pain is my pain.

6. Helix

Mobile Landing Page Example: Helix

Image courtesy of Helix. (Click image to see the full page.)

Sleep is pretty popular these days, but archaeological evidence suggests that humans have actually been sleeping for thousands of years. Wild stuff.

Mattress company Helix capitalizes on sleep-mania with this landing page that really showcases what’s possible on mobile. Despite including a ton of information, this page never feels overwhelming thanks to some awesome design decisions that make each section feel fresh with a new visual style. What elevates the page to the next level, though, is Helix’s use of relevant testimonials and its smart lead generation tool.

Best Mobile Landing Page Takeaways:

  • Make your landing page beautiful. This is a great-looking landing page, and it shows that you can build a visually-engaging experience for small screens. Each section seems to have its own texture—whether it’s unique iconography, eye-catching graphs, or the stylish video—and encourages visitors to keep scrolling.
  • Provide social proof that speaks to your use case. Helix highlights customer testimonials from couples with different sleeping preferences, which is the audience this page is targeting. For example: “This mattress literally saved our marriage.” As a firm-mattress-lover currently stranded on 4 inches of memory foam, please send help.
  • Generate leads by providing value. The landing page call to action drives visitors to Helix’s Sleep Quiz, which—after collecting their email address—asks prospects a series of questions to help them find their perfect mattress type. There’s value there, and it makes for a rich lead generation tool.

7. Boostability

Mobile Landing Page Example: Boostability

Image courtesy of Boostability. (Click image to see the full page.)

Lead generation still typically comes down to filling out a form, which can make it a little tricky on mobile. Visitors aren’t eager to tap out all of their personal details on a small screen. And speaking from experience, people struggle to thumb-spell even simple words correctly. Good luck adding jimbo@gnail.cob to your email list.

If you’re going to use a lead gen form on your mobile landing page, you’d better make sure it’s autofill-enabled. That’s what the team at Boostability did, and—lo and behold—they’re currently rocking a conversion rate well above industry average.

Best Mobile Landing Page Takeaways:

  • Be sure your form isn’t blocking conversions. Lead generation forms can be a barrier to conversion on phones, but that isn’t the case on this page. Boostability includes its short, autofill-enabled form above the fold, allowing visitors to easily register for their free website analysis.
  • Show visitors what conversion gets them. Below the form, Boostability gives more details on what the website analysis actually includes, complete with screenshots from inside the product. This helps visitors understand what they’ll be getting when they give Boostability their personal details.
  • Lots of content isn’t an excuse for a cluttered page. There’s a ton of information on this landing page, and Boostability manages to condense it all in a small space without making anything feel crowded. That’s because they’ve stuck to a single column that features loads of white space.

Not sure how your landing page performs on mobile? Run a test with the Unbounce Landing Page Analyzer, which ranks your page against nine specific performance categories including mobile responsiveness.

8. Good Eggs

Mobile Landing Page Example: Good Eggs

Image courtesy of Good Eggs. (Click image to see the full page.)

Pitching your product or service to mobile visitors is tricky. People probably aren’t sitting down to read everything you’ve got to say. They’re usually on the move, half-glimpsing at their phone as wait in line for coffee or meander blindly into traffic. Even after you’ve got them on your page, you need to work hard to keep their attention.

That’s not the only challenge Good Eggs faced with this landing page. Grocery delivery is an increasingly crowded space, and the company needs to differentiate itself from its competitors. That means having an opportunity to explain why this service is different.

Heidi Hirvonen, Marketing Manager at Good Eggs, explained how the company builds landing pages that keep mobile visitors engaged:

We know that Good Eggs customers are incredibly busy—trying to optimize every moment in their lives—and looking for creative solutions to save time without compromising on their standards or values.

Unsurprisingly, about 50% of our traffic is mobile, which makes it vital for us to design mobile-friendly experiences for every step in the customer journey, from our marketplace, to our emails, to our Unbounce landing pages.

Best Mobile Landing Page Takeaways:

  • Demand attention with compelling imagery. Good Eggs does a great job of breaking up their landing page copy with stylish photography, prompting visitors to pause just long enough to read about some of the company’s competitive differentiators. That’s especially important when you need to stand out in a crowded space.
  • Make your offer immediately clear. This landing page is built around an offer promoting one of the brands of ice cream that Good Eggs carries, and everything above the fold reinforces that: the delicious hero-shot of the ice cream; the copy outlining the discount for the ice cream; the prompt to claim the ice cream. Give me the ice cream.

9. Ace

Mobile Landing Page Example: Ace

Image courtesy of Ace. (Click image to see the full page.)

Sometimes, a landing page is about more than just getting visitors to understand the tangible features and benefits of your offer. You might want to convey a feeling—make them understand what it’s like to have taken the plunge and experienced transformative results. When it works, it’s powerful.

Ace is a test preparation company that helps aspiring students with their Test of English as a Foreign Language (TOEFL) exam, which can make or break their academic and professional goals. Harnessing that emotional element to drive conversions, Ace’s landing page—built by DMR—evokes a sense of aspiration that encourages prospects to dream big.

Best Mobile Landing Page Takeaways:

  • Connect with visitors on an emotional level. Rather than hitting visitors with a screenshot from the test platform or some grinning stock model, Ace uses the hero image and headline on this landing page to speak to the aspirational nature of their service. Education unlocks all kinds of new opportunities, and Ace concisely captures that above the fold.
  • Back up big promises with proof. Ace includes a ton of detailed testimonials from students that have found success on the platform, which is vital for a service that pledges life-changing results.
  • Maintain visitor attention with eye-catching visuals. The copy on this landing page is broken out into digestible bullets, each paired with colorful, eye-catching icons. That helps Ace keep visitors’ attention without being overwhelming.

10. GoBoat

Mobile Landing Page Example: GoBoat

Image courtesy of GoBoat. (Click image to see the full page.)

Like Ace in the previous example, GoBoat goes light on the description of its boat rental service and instead focuses on the experience of seeing Copenhagen from the water—how it feels. Sure, there’s less pirate imagery than we’d like for a company that says we can “be [our] own captain,” but GoBoat includes a ton of beautiful photographs that have already got me planning a summer trip to Denmark.

Best Mobile Landing Page Takeaways:

  • Make sure visitors immediately understand the benefit. GoBoat succeeds in conveying the most essential information above the fold while also making clear the primary benefit: piloting the boat yourself. And while the company chose to exclude the auto-play video from the desktop version of this page, the static hero shot does a great job of capturing the experience that GoBoat is offering.
  • Speak to the experience you’re offering. Most people aren’t renting with GoBoat to live out some childhood freebooter fantasy (shame)—they’re doing it to experience the beautiful sights of Copenhagen. The company plays to that with this landing page, giving lots of real estate to shots of the city’s most famous landmarks. Meanwhile, the page is concise in its copy and uses bullets to quickly address standard questions.

Looking for more landing page inspiration? Check out these other Unbounce resources and start building beautiful pages that crush your conversion goals:

  1. Create high-converting landing pages in 30 minutes: Free Video Crash Course from Unbounce and Skillshare
  2. Effective landing pages that look great, too: The Best Landing Page Examples You Gotta Save for Your Swipe File
  3. Calculate your landing page performance: The Unbounce Landing Page Analyzer

Original Article

8 Incredible App Landing Pages (and How You Can Create Your Own)

App landing pages

Have you looked at your iPhone’s App Store lately? How about Google Play?

I’ve seen landfills with better curation.

With more than two million apps available on each store, people have a much better chance of finding a pearl in an oyster than randomly stumbling upon your app. No matter how appealing it is—no matter how entertaining or even life-changing—most people won’t discover it without a robust marketing campaign.

(And, to paraphrase Contently’s Bradley Little, going viral is not a strategy.)

The first step in marketing your iPhone or Android app is finding the right channels to promote it. Using Google Ads’ Universal App Campaigns (UAC) is a strong starting point, but many marketers get extra mileage from traditional PPC campaign, social media marketing, app cross-promotion, or even email blasts to newsletter subscribers.

In these cases, you’ll need a stellar landing page to overcome that hesitance we all feel about installing yet another piece of software onto our phones. For this reason, ensuring a buttery-smooth post-click experience is fundamental to the app marketer’s toolbox.

Hence this post. These are some of the best app landing page examples out there, all of ’em built with Unbounce. We want to highlight how you can create a page to promote your own mobile app and, as importantly, why a well-designed landing page can make all the difference. Along the way, we’ll throw in our two cents about what sets them apart.

So hop right into the examples below, or keep reading for a handful of best practices to get you started.

How to build app landing pages

If you’ve created a landing page for any ol’ purpose, you may have encountered some of this advice before. But it’s worth revisiting in the context of app marketing since some elements gain increased importance when you’re hoping to score some downloads. Let’s get started:

  • Establish your conversion goal first. As you’ll see from the examples below, an app landing page can be a lot of things. It can be a simple download page with links directly to the Android and iOS app stores. Or you might want your customers to subscribe to your service first. Or they might need to purchase a physical product for the app to work. Regardless, your conversion goal will have a significant impact on your calls-to-action, your copy, and even your design. So start there.
  • Start with mobile. If you’re like me, you default to desktop when building a new landing page. (Our builder kinda sorta encourages it, to be fair.) But since apps are designed primarily for phones, it usually makes sense to create your mobile version first. That way, you’ll better set yourself up for those visitors who’re most likely to download your app.
  • Keep their attention. This is true of all landing pages, but app pages that encourage a direct download in particular benefit from a 1:1 attention ratio. So don’t give ’em the world. Instead, hit your visitors with the essential information they need to convert.
  • Show the device. Ideally, you want to show your app running on a device that’s as similar as possible to what customers are using. Sometimes that’s an iPhone. Sometimes it’s an Android phone. It’ll differ depending on use cases, the campaign you’re running, and the kinds of customers you court.

EDITOR’S NOTE. Designing a great landing page is a challenge of its own. If you want some pro tips, check out this post featuring great examples of high-converting landing pages (and the secrets to swipe from ’em).

The best app landing page examples

Aaptiv (Industry: Fitness)

App landing pages: Aaptiv
Image courtesy of Aaptiv. Click the image to access the desktop version. (Click here for the mobile one.)

How Aaptiv nails it: Design your app landing page differently for desktop versus mobile devices.

Aaptiv is a name that ensures this app will appear at the top of any alphabetical list. (Ahem, like this one.) But abecedarian branding is not enough to guarantee discovery. Instead, having a powerful marketing campaign, complemented by carefully targeted app landing pages like this one, can help a lot. This particular page focuses on employers who might want to include an Aaptiv account as part of their company’s wellness plan.

Why it works:

  • Include big-name clients. The testimonial from an existing Aaptiv member speaks to the flexibility of the app as well as the motivation it provides. I love it. But for employers, logos from prestigious brands like Starbucks and Amazon might be even more significant. If I want my employees to feel like they work for a first-class company, I really can’t do better than matching my wellness offerings with some big names.
  • Design for the device. We’ve included screenshots of both versions of the landing page here to highlight the differences between them. For instance, the desktop version has a handy breakdown of some of the app’s features. It also includes a few extra visuals that the mobile version tosses in favor of speedier loads. This ensures both versions are lightning-fast—and both still look like a million bucks—no matter the device that visitors are using.
  • Clarity shows confidence. When you’ve got something genuinely hot to show off, as Aaptiv does, it’s best to let your product speak for itself. That’s why the copy here is so straightforward. In the desktop version, Aaptiv’s pitch includes screenshots and copy that show off unique programs, expert trainers, and custom tracking in action. And that’s way more effective than flouncy language.

EDITOR’S NOTE. The Unbounce Builder lets you hide elements depending on which version your visitors see. You can go for maximum visual impact on the desktop while targeting better performance (and more engagement) on smartphones.

Advanced Producer (Industry: Real Estate)

App landing pages: Advanced Producer
Image courtesy of Advanced Commission. Click the image to access the full version.

How Advanced Producer nails it: Cut down on frustration by texting your desktop visitors a download link.

The Advanced Producer Mobile App by Advanced Commission doubles as an educational tool and a time-saver for REALTORS® using the company’s commission lending service. Though they have other pages for mobile campaigns, this one’s designed specifically for desktop viewing. Let’s take a look at some of the smart choices they’ve made in creating it.

Why it works:

  • Use texting to get them downloading. How do you ensure a download if you’re putting a landing page together for desktop viewing? After all, if visitors don’t have remote app install set up—and not many do—clicking a link to either app store from a desktop leads to an error message. That’s… not good. Advanced Producer cleverly gets around this problem by sending an SMS directly to their phone.
  • Use powerful language. REALTORS® are a competitive bunch, and they don’t have time to waste on namby-pamby apps. Both copy and design here respect that. It’s not just a matter of using forceful words (“dominate your market,” “devour pages of pro-level tips”) but also of being direct and to the point.
  • Say what platforms you support. For a while, it seemed app developers were all about Apple. But since Android phones outnumber iPhones in the US, it’s a good idea to let your visitors know that your app is downloadable on Google Play as well as in the iTunes app store (assuming, y’know, that’s actually true).

Cameo (Industry: Talent)

App landing pages: Cameo
Image courtesy of Cameo and KlientBoost. Click the image to access the full version.

How Cameo nails it: Show your app in action.

Cameo’s unique service: personalized shoutouts from celebrities, athletes, and influencers that you can send to your friends, family, or coworkers. Talent earn money for a minute of their time, and customers get the thrill of a lifetime. It’s a charming idea, and an easy-to-use app lies at the heart of it. Trust me, your mom will love those birthday wishes from RiFF RAFF.

According to Tyler Mabery, the designer from KlientBoost who created this page, the challenge was letting users know how to use Cameo:

I made a section that explains the three steps in getting a Cameo so that users know exactly how the service works. I decided to have it peeking above the fold so that users would scroll down more to read about the service. It worked and this page is getting an 85% click-through rate.

Why it works:

  • Keep-it-simple steps. As Mabery says, the page isn’t shy about letting users know exactly how it works. In Cameo’s case, you don’t need a degree in rocket science to understand the app—browse talent, book talent, get yer video from talent. 1-2-3. But that’s the point. It’s easy. Listing steps when it’s effortless reinforces simplicity.
  • Show them how it works. It’s not always possible to highlight everything your app does. But clever use of animation or video can show off either functionality or results. Here, for instance, Cameo provides a sample from “Mr. Wonderful” himself, Shark Tank’s Kevin O’Leary. Another video, showing a fan’s reaction to a message from Cody Ko, is even more powerful. (And, yeah, I had to look him up too.)
  • “What’s it good for?”That’s the kind of question that a lot of marketers forget to answer about their products. Cameo’s app landing page uses a lot of space to communicate its many uses. They even provide lively, humorous examples—“Have Chris Harrison give a gift better than ‘the Final Rose’”—that inspire creativity and fun.

Carly (Industry: Automotive)

App landing pages: Carly
Image courtesy of Carly. Click the image to access the full version.

How Carly nails it: Design a landing page that actually fits your offering.

Some apps just install and go. In those cases, just providing a download link can be the best choice. (Though you should take care that your app landing page doesn’t end up looking generic.) But like many sophisticated tools, Carly’s “connected car” needs a little something extra to unlock your car’s hidden features. For this reason, they’ve designed a page that funnels potential customers into the right checkout flow for their needs.

Why it works:

  • Offer options (if you have to). Now, usually Unbounce recommends keeping your landing pages focused on a single call to action. But here’s another approach. Since it can be a challenge to accurately target prospects based on the car they drive, Carly’s page features seven buttons. Clicking on one takes you to a shop page that matches your needs. (Hitting a store page right away might be jarring, though, so it’d be worth testing what might happen if visitors are funneled to a second-stage landing page tailored to each manufacturer.)
  • Keep the eye moving down. Ideally, a visitor would immediately check to see if Carly supports their automobile. Then they’d buy the device. But conversions rarely work out that way. (We wish they did!) For the unconvinced, an animated arrow keeps them scrolling to a more detailed rundown of the product, its benefits, and some crystal clear illustrations of what it can do.
  • Under the influence. I don’t know the first thing about Beemers. (I take the bus to work most days.) But Justin Buice does. He’s an influencer who runs a successful channel dedicated to customizing and upgrading BMWs, and his YouTube video is featured in place of a testimonial on this page. If I were to tell you that Carly rocks, you’d likely scoff. (“Take a hike, bus boy!”) But the same claim from someone like Justin will convince you.

Crash Detech (Industry: Automotive Safety)

App landing pages: Crash Detech
Image courtesy of Crash Detech. Click the image to access the full version.

How Crash Detech nails it: Provide free alternatives to paid services.

South Africa has some of the most dangerous roads in the world, and Crash Detech helps keep drivers safe by alerting emergency responders. But even a life-saving idea needs a brilliant marketing campaign behind it. That’s where this app landing page comes in. It’s actually the second step of a “free medical id” campaign that’s designed to encourage subscriptions to the service.

The company’s CEO, Jaco Gerrits, provides a little context about how it works:

Our main aim is to convert users on our paid subscription, but we also offer an alternative where they could ‘try the app for free.’ Once the user clicks the CTA, a welcome SMS/Text is sent with a link to our app, encouraging users to download and sign-in. We then use automation techniques to retarget users who have not downloaded and signed in to the app, to further improve our conversion rates.

Why it works:

  • Offer a free alternative. There are two buttons here, allowing visitors to either sign up for the paid subscription now or to get a free version of the service. Onboarding people into your app with limited functionality (or using a free trial) does two things. First, it lets them try before they buy. And, second, it begins a lead nurturing strategy that’ll eventually convert many unpaid users into paying customers.
  • The promise of safety. Safety and security can be powerful motivators, as they are throughout this page. According to Gerrits, the copy here immediately establishes “a strong connection with the visitor using emotive header text. Our sub-header summarises our benefits, providing a solution to keep you both safe and secure.”
  • Use media coverage as a source of credibility. If you’ve been lucky enough to be featured on local or international news—for good reasons, I hope—including it on your landing page, as Crash Detech does, can lend you legitimacy and overcome skepticism. (In an age of ‘fake news,’ it’s best to go with the most reliable sources you can.)

Hearth (Industry: Home Renovation/Financing)

App landing pages: Hearth
Image courtesy of Hearth. Click the image to access the full version.

How Hearth nails it: Keep it simple to keep visitors focused.

Hearth offers quick, affordable financing for home renovations. They also work in partnership with contractors to help connect potential customers to lenders and close more sales. That’s where this app comes in: it allows people to pre-qualify for a renovation loan during an on-site visit (or at any other time, really).

Why it works:

  • Just the essentials. If you’re a creative, it can be easy to get carried away adding bells and whistles to your landing pages. The truth is, Hearth has other pages on their site that do a lot of the persuading. This landing page has one purpose—encouraging existing subscribers to download their app—and it does that cleanly and directly.
  • Buttons above the fold. It’s very common to see an app landing page that forces users to scroll to find a download link. Hearth smartly chooses to put them both near the top. They also keep them large and spaced apart to overcome the “big hands, small device” issue that plagues contractors.
  • Lighten the load. At Unbounce, we have a lot to say about the importance of speed. But speed is doubly important for mobile app landing pages. When you access this page on a phone, you notice how snappy it loads (in about 2 seconds). That’s because Hearth keeps it light for smartphone users by resisting the urge to include unnecessary content (like, for instance, an animated .gif showing the app in motion).

If you want to run the fastest mobile landing pages possible, Accelerated Mobile Pages deliver near-instant speeds and can be created in the Unbounce Builder. Read more about Unbounce and AMP landing pages.

Ibotta (Industry: Retail Rewards)

App landing pages: Ibotta
Image courtesy of Ibotta. Click the image to access the full version.

How Ibotta nails it: Use a simple page as a gateway to more mobile engagement.

Ibotta promises real cash back when you make purchases at participating retail stores. The app allows shoppers to scan receipts, link their loyalty cards, and even make purchases directly from their phones. Because there’s a fair bit of onboarding involved, however, they use simple app landing pages like this one as gateways to a more detailed sign-up. (Also, say their name aloud for today’s ‘aha!’ moment.)

Why it works:

  • Simple doesn’t mean silent. Like the example from Hearth above, Ibotta’s app landing page looks pretty basic. But just think about how much they’re saying on this page with a couple dozen words. First, their promise is crystal clear: “Earn Cash Back on Everyday Purchases.” Then, they sweeten the deal with the promise of a bonus for signing up. Even the button reminds you that the app is free to use.
  • Cut it short. If you look at the whole page, then you’ll notice that Ibotta only bother to include the top third of the phone here. Beyond what you can see when the page loads, in fact, there’s nothing but the footer. This keeps the page light and focused. It also means that the option to download Ibotta—whether you click the button or on the footer link—is never not on the screen. Genius!
  • Downloading the app is just the start. For Ibotta to succeed, they need users to get aboard that sweet mobile engagement loop and start using their app on the regular. For this reason, clicking brings visitors to a more detailed sign-up page (where they can create an account using Facebook or Google) that also serves to better onboard subscribers.

EDITOR’S NOTE. A mobile engagement loop is what happens when a customer is continually re-engaged after converting. It keeps people using your app long after they’ve downloaded it, which can be essential depending on your business model.

Overwolf (Industry: Gaming/esports)

App landing pages: Overwolf
Image courtesy of Overwolf. Click the image to access the full version.

Considering the size of the gaming industry, ‘niche’ is definitely not the right word to describe Overwolf’s target market. But this landing page is a killer example of just how engaging a specific demographic goes beyond witty copy and sharp design. As part of a cross-promotion with 20th Century Fox’s The Kid Who Would Be King, Overwolf has crafted an experience that speaks directly to younger gamers who make up the audience of this film.

Overwolf’s Communications and Content Manager, Shay Zeldis, lays out the strategy in detail:

It’s a page built for players of CS:GO, League of Legends, and Rocket League, with strong incentives and gaming hardware prizes, in a tested layout that increases conversions. To drive traffic and gamers who are ready to participate, we focused on community, social and video channels, with relevant materials hyping up gamers even before they land in the page.

Why it works:

  • Gamify your app download. This isn’t just a landing page, it’s a challenge. How do you get started on your path to glory? You download Overwolf’s Game Summary app, win a match of one of three popular games, then share the results on Twitter. It’s a brilliant way to incentivize downloading and reflects the competitive spirit of esports.
  • Lean into cross-promotion. The tie-in with The Kid Who Would Be King goes beyond just using a logo. The copy here blends Arthurian legend (“Set out on a magical adventure”) with how gamers speak to one another (missions, custom games, eliminations, goals) to create a sense of fun.
  • Pick the right social channels. As CEO Uri Marchand put it in a recent Medium post, “brands trying to reach gamers in the same ways they approach random website visitors quickly learn their mistake.” Overwolf, for instance, has learned to hit the community and social channels where young gamers actually congregate. For example, they created these awesome promo and reaction videos on YouTube that hype before they ever see the landing page itself.

Don’t wait for your app to be discovered

You’re a SaaS company looking for subscriptions to grow your business? Cool. An indie game designer hoping to release the next Flappy Bird? Great. Just generating ad revenue by providing a free tool? That’s terrific. In any case, creating a mobile-responsive app landing page is a great way to introduce yourself to an app-hungry public.

These days, there’s an impressive variety to businesses that are out there promoting an app of some sort. Sometimes it’s the very core of what they do. Other times, it’s an add-on that enhances an existing service. For some apps, a clean download page and a tightly run PPC campaign are all that’s needed to strike digital gold. But others require incredibly nuanced design, whip-smart workarounds, or Gary Kasparov levels of strategy.

(I’d venture to say you’ve seen all three in the examples above.)

Whatever your approach, and whatever your app is promising, you’ll need to stand out from the competition. An app marketing campaign that includes a few spiffy landing pages is your best bet in kickin’ off that mobile engagement loop.

Best landing pages for apps: related content

I just blasted you with a ton of information, but there’s more to learn! If you want your landing page to perform like Queen at LIVE AID in ‘85—sorry, just watched that movie—then you need a kick-butt conversion system. The pieces below should help with that:

  1. Before you convert people on your page, you gotta get them to your page: Read Brad Smith on how you can move beyond PPC best practices.
  2. Haven’t built a page yet? Unbounce and Skillshare have you covered:
    A Free Video Crash Course from Unbounce and Skillshare
  3. Finally, this is for those of us who just want a little more inspiration in our lives: Here are the best landing page examples for your swipe file.

Original Article