We recently completed an interesting survey of various iPhone app’s landing pages (i.e., descriptive websites for you novices out there).  It became immediately apparent that people could really use some help in the design and marketing department.  Included are some of the trends we uncovered, a bit of advice, and a selection of best-in-class examples, including one from Apple! If you still aren’t sold on the idea for a self-designed landing page, then consider this:  if you can’t control how your app is communicated to the buyer, how do you expect them to ever figure out if they need it?  Besides, you don’t have to worry about those pesky negative comments from “undesirable” customers.

Best Practices

The websites currently littering the internet trying to “hard sell” applications range from absolutely gorgeous (think Apple) to absolutely hideous (think Yahoo pre-defined theme).  Clearly, if your marketing budget is $100, you’re not going to get much further than registering a domain.  However, a well-designed site can increase sales 10x compared to those apps without dedicated landing pages to help market them and push traffic directly to the application.  The question becomes, what is the optimal level of investment that will increase sales exponentially and drive a positive ROI. Here are a few of the best practices we uncovered during our web travels:

• Multiple iPhone/iPod Touch views showcasing important app screenshots (can also show video walk-throughs)
• Using a design theme consistent with Apple’s marketing such as shiny, rounded corners, reflections, and simulated metal
• Large, easily noticed download buttons that link the buyer to iTunes (e.g., “Available In App Store”)
• Simulated iPhone user interface icons
• Screenshot viewers that flip from vertical to horizontal

Knowing Your Application’s Audience

The biggest hurdle you’re going to face when trying to increase adoption rates of your app is managing the uncertainty of whether the potential buyer will need, like, or enjoy the app you developed.  There are ways to diminish this uncertainty through various methods, such as demo-ing functionality (aside from lite versions), showing specific screen shots, and writing a killer, actionable description.

Best-In-Class Examples

The apps below highlight a few of the best practices outlined above.  The most important aspect of any website, however, is to clearly communicate to the potential buyer exactly what the application does and highlighting one to three key features.  This is an important note; don’t go feature happy trying to list every possible benefit.  The buyer will only remember up to three things (more likely, though, only one) and besides, you want to give them a few pleasant surprises once they buy the app.  This cuts down on buyer’s remorse and also helps diffuse any negative commenting someone might write on the App store. Texas Hold’em This is straight from Apple’s website.  Did you know they make apps too?  This is likely the best place to start when trying to determine what your landing page should look like.  Incorporate all the standard Apple design elements and you’re golden.  If your Photoshop skills aren’t quite up to snuff, we’re here to help.  Just click on over to our Products page (see our navigation bar) and fill out what you’re looking for.

Delivery Status Touch This site uses a few great design elements.  First, the “Updated 2.0″ star draws attention to the iPhone.  Second, clicking the iPhone’s screen causes it to shuffle between different screenshots of the user interface.  Third, they use a large “Available In App Store” button.  There is definitely room for improvement here, though.

Bottle Rocket This is my favorite of the three.  Notice the fading gray gradient in the background, which draws the eye towards the lighter bottom of the page (where you can read about the details).  Also notice the “merchandised” iPhones showcasing various screenshots of their many applications in use.  Note that they’ve recently changed their background and layout a bit to feature their various apps more prominently (see second screenshot).