Mobile landing pages - stuck in the mud, got 3 questions (6)
Hey guys,
So I'm finding landing pages pretty hard to write, and also finding that all of my LPs so far have had very very low CVRs.
I'm a bit worried I'm really getting LPs wrong because the impression I've got from my reading on STM is that any LP should whack up a campaign's conversions at least to some extent, and mine aren't having that effect so far.
I'm not sure what info to give you on what I'm already doing. I can say my LPs are improving, at least from a technical POV. My first ones were very basic, but now I'm branching out into rules and questions landers, and combining a few different tech elements like that. I've also tried a few things like calling out the user's specific handset, and have the LPs resize for certain screen sizes, etc.
I'm also trying to make sure I split test very different styles/approaches in each batch of landers I make.
But what I'm really struggling with is writing the content part of the lander. My lander is meant to get someone from having clicked on my banners to actively salivating to download the app, and I'm struggling to work out how to make that happen - what to make the focus and how to do it in as few words as possible.
Some ideas like trusted source quotes etc are easier and more obvious, but original content that doesn't rely on something from the app itself or reviews is much harder.
So any tips/hints on writing this kind of original (sales/making the user want to download) content bit of the lander? The meat of the text? 
Also couple extra lander questions:
- is it normal for some LPs to perform really badly or should they all at least improve conversions somewhat? (i.e. am I doing something very very wrong if adding landers doesn't = jump in campaign performance?)
- Any tips on writing rules landers for app installs specifically? I've read finch's guide to rules psychology and I sorta get the concepts behind each 'rule' on his example, but I'm struggling a lot with exporting those concepts to write dominant-sounding + push-away-but-actually-pulling-in + "giving the user a sort of sense of responsibility and importance while not asking too much" 'rules' for non-dating landers.
Yeah, copy is tough, no question about it!
Writing copy is a very important skill to master, though - on its own it'll open a lot of doors.
Here are a few recommended URLs to get you started:
- Everything on Copy Hackers is great.
- The Unbounce blog has a lot of really good case studies and ideas.
- Copyblogger seems to get more annoying with every redesign, but they've still got some great posts if you look for them.
And if you're in the mood for a slightly meatier read, Ca$hvertising and Tested Advertising Methods are both superb books on copywriting.
How heavy are your landers? (in KB)
The performance of your Lander will depend a lot on the quality on your angle. Do a search on this forum about angles, there's tons of material to go through.
If adding a lander lowers the EPC then there is definitely something amiss or the ads/offer just do better direct linked... either because the offer needs little extra pre-selling or the offer lander is better than your lander. It's certainly possible for a lander to actually discourage conversion.
Lander design aside, ad copy is hard to master and is hugely important. Many people will say they would rather write good copy than anything else. Read, absorb, write, practice. You need to test ad copy and see what works.
Thanks for the replies everyone!
Looks like I need to learn more about copy. Good, I have a starting point.
Also angles still confuse me, so more work to be done there. I'm getting the idea of them slowly, but having difficulty exporting that idea to how it extrapolates to individual things - banners, LPs, etc - as part of an overall campaign/angle. Does that make sense?
I've heard from a few places that it's a good idea to make sure any new landers you add to a campaign are very different to each other so you can split test lots of stuff. I've been trying to make sure I'm testing different styles, layouts, colour schemes, different tones, different ways to present the campaign's angle.
Am I right that this is a good thing to do specifically for mobile installs? Or would you recommend other focuses in mobile install LPs, like keeping some stuff (for ex. style) the same, but maybe testing different copy?
Originally Posted by ims2014
They're all loading in less than 1sec on Uptrends.org's load test tool, using a checkpoint in the targeted geo.
Some of them are probably bigger than my previous LPs as I've just started doing more complicated stuff.
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