noob question: How do mobile landers work? (6)
I am reading the mobile cookbook and I am kind of confused as to how mobile landers will increase conversions.
Please tell me if I am understanding the pathway wrong.
1.Users see your Ads in a app they are using. -> 2. Users click the add gets redirected to a custom Lander -> 3. Users click on the call to action button on lander and gets redirected again to the developer's download page on the app store?
Wouldn't it take too long for a user to get to the app store to download the app? Why can't I just have people click on my ad and go directly straight to the developer's download page?
Please excuse my lack of understanding.
Many people do direct link, and it sort of makes sense for most people , but stats show that using lander MOST of the time 'presells' user more and motivates to download the app.
Just yesterday I confirmed that with sweeps where I tested direct link vs lander, lander performed multiple times better like 50 conv vs 0.
Having said that test both and look at the results, but to avoid losing money right a way test with lander first, because it is very likely that it would convert better with the lander.
Thanks for the tip. Do you think mobile landers works better for utility app installs versus game installs?
I think the general opinion is that the right lander can help immensely. You may be able to find some luck direct linking vs using a lander, but I don't think there is one right answer. I would think your best bet would be to do some direct linking to get some idea of how "good" the offer is. If you get a decent number of conversions, it might be worth giving a landing page a shot.
Another major consideration is how much effort/money it would require for the user to take the required action.
If it's a free app install - often direct-linking is enough to convert them if you have great banners. However, a great lander may improve the overall conversion rate.
If it requires filling out a lengthy form, or providing credit card info, then it would definitely be a good idea to split-test landers from the start, as visitors will typically need more pre-selling to convert.
In the past I've used direct-linking to gauge the potential of an offer - but as I gained more experience I found that that's not always a fair approach, as some offers that don't convert at all with direct-linking, will convert like gangbusters with a half-decent lander.
As always - data never lies, and only testing will reveal the truth. 
Amy
If you decide on using a lander (you should, at least for split testing) then make sure its loading FAST! Its important for all landers but especially for mobile.
Also, when considering on whether to use a lander, think about the offer. Not only if its a free utitlty with a fast and simple flow (as Amy mentioned) but also if its a well known offer or a brand. When promoting a game thats getting massive promotion everywhere or an app that is from a very well known brand it might be less necessary to "pre sell" it, as opposed to a new game or app that is brand new or relatively unknown.
But either way, you should split test.
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