Anya is a marketer based in San Francisco Bay Area. With half a decade of experience in digital marketing, she has worked in mobile app advertising and SaaS. Anya consults startups on growth and content strategy. You can follow her on Twitter @pratsaa
The average American spends at least five hours per day on their smartphone. So, why is it so hard to make mobile ads work? Marketers toil over clicks and conversions on highly targeted ads, but users, tired of intrusive banners, keep installing ad blockers. With $100 billion in annual mobile ad spend at stake, someone has to figure out a way to fix this disconnect.
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When your design looks beautiful and polished, how do you know if it performs well? While it is easy to predict the appeal of a clean and simple UI, design that converts is always a shot in the dark for marketers and designers.
We worked with the team at FiftyThree to test their app store landing page before they launched ads in China. After tweaking background color, graphics, screenshot order, and localization, we achieved a 33% increase in app page conversion. In this article, I’ll share some ideas about app page design. I’ll also argue that dropping your assumptions and testing is the only way to find content that not only looks and reads great, but also helps your bottom line.
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Competition in the App Store is fierce, and if an indie app developer wants to get noticed, having an amazing product is no longer enough. As the number of mobile users grows, new apps pop up daily. To make yours a success, be strategic about how you design the “shop window” for your app — the app’s page. A/B testing and optimization of the icon, screenshots and video preview will give you a better chance of higher conversions, a higher volume of organic downloads and a better return on your investment in user acquisition.
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