1. Landing Page Best Practices
To Drive Conversion into
Free App-Centric Platforms
Matthew Eisner -- @matteisn
matteisn.com

2. Website: Bad
Good – Simple, Clear call to the app, Asks for retention mechanism
(Twitter – not as good as email but benefit of being publicly visible)
Bad – Can’t instantly understand what it is, weak CTA
Mobile: VERY BAD
Good – Shows app
Bad – NO DOWNLOAD BUTTON UNTIL SCROLL!!!! Barely different than
web, at least a little bit clearer what they do, weak CTAs

3. Website: Good
Good – Simple value prop, CTA extremely prominent, good location of
supporting pages, clear CTA for partners at the top and bottom
Bad – Could have cool video – would help SEO and I would watch, would
help me remember as it might not be something I would use right away
Mobile: Very Good
Good – Shows app, states value proposition, huge CTA, clear but
peripheral CTA for full mobile optimised website

4. Website: Very Good
Good – Download buttons are aesthetically heaviest thing on the screen, Clear
call to the app, video for clarification (first thing I think is how is this a new way
to shop – video must have answer, right?)
Bad – Can’t instantly understand what it is, no retention mechanism except for
blog and signup at the top, which I guess is very prominent…
Mobile: Good
Good – Shows app, Scroll down for lots of additional menu, clearly stated
high/low level customer benefit, video for clarification, screen size detection
Bad – While the top menu dropdown for blog/about does save space, I think
the logo could be smaller with discrete buttons, no platform detection

5. Website: Good
Good – 3 Calls to action, one consolidated, two not. (Twitter – not as
good as email but benefit of being publicly visible)
Bad – Scroll down to see more info but no retention mechanisms at top
Mobile: Good
Good – Device detection and streamlined CTA, very clear, scroll down for
more info, platform detection
Bad – A little text heavy, scroll down interaction not prompted or clear,
phones turning on is a bit odd on scroll, I don’t think they make great use
of space

6. Website: Dickheads
Good – On brand
Bad – Well they clearly don’t care about using their website to
onboard… but wait oh if you scroll down those links launch app
downloads so that’s sorta cool (dunno if it deep links if you have the app,
as I don’t)
Mobile: See website
Good – Simple
Bad – …

7. Website: OK
Good – Whoah lots of info, but very thorough and clear once you get through
it. No retention mechanism
Bad – Not particularly compelling, no retention mechanism, although the
platform is somewhat self retaining, and they have other strong viral
onboarding mechanism
Mobile: Bad
Good – Scroll down for lots of additional menu, device detection, very simple
Bad – Really kind of surprised that Facebook has it like this, but research is
everything to them, so it must be for a reason, redundant menus, poor spacing

8. Website: Excellent
Good – Simple, 2 simple CTAs to the app with text install link for either
platform, streamlined and focused on getting to conversion, video
Bad – no retention mechanism
Mobile: Good
Good – Conditional link depending on platform, streamlined to download
Bad – I don’t like those little top-right menu bars, and I can barely notice
this one it’s so small, also the button is cut off

9. Website: OK
Good – Displays range of platform well, retention mechanism in
twitter link, focus on platforms
Bad – A bit cluttered and not very cohesive, no CTAs at all
Mobile: Very Bad
Good – No
Bad – Just… what?!

10. Website: Good
Good – CTAs to the app at top, good display of content
Bad – A bit cluttered, no retention mechanisms
Mobile: Very Good
Good – Device detection, streamlined, simple, displays content
Bad – I think the content could be displayed better, although
maybe having the image cut off spurs more scrolling

11. Website: OK
Good – Clear communication of purpose of the platform
including immediately consumable content, lots of CTAs
Bad – Really wide range of CTAs, what do they want people to
do
Mobile: Good
Good – Large CTA, simple value prop, value prop visualised with
beginning of song stream
Bad – Image doesn’t make sense

12. Website: ???
Good – Apparently they really want you to sign up with facebook
Bad – You don’t even see the app buttons if you scroll down,
although the phone does communicate it’s an app (sort of)
Mobile: Good
Good – Super streamlined
Neutral – Maybe too simple?

13. Website: Very good
Good – Phone has embedded video, buttons are clear CTAs, Blog for
retention and About for partners very clear, promo video for additional
clarification
Bad – Not an amazing retention mechanism
Mobile: Very good
Good – Pretty flawless except for two buttons/no device detection…
Bad – Not sure why no device detection, maybe makes it seem more
universal? Either way, I’m not one to question Twitter’s onboarding
practices

14. Website: Very Good
Good – I like it a lot aesthetically, has a video that ties the slideshow photos
together into a heartwarming story (that maybe is a bit off brand their true USP as
a hookup app, although they are trying to actively change that perception…), all
emphasis on tagline, video, and download, but easy to find supporting links
Bad – Download button turns into buttons for each app store on click –
unnecessary friction.
Mobile: Bad
Good – Displays value prop…
Bad – NO DOWNLOAD BUTTON UNTIL SCROLL!!!! SUCH FACEPALM

15. Website: Good
Good – All about getting users to the app, supplementary
resources all deemphasised at bottom of page
Bad – Log in is weird to me
Mobile: Excellent
Good – Simple, device detection, streamlined, call to see full site
deemphasised
Bad – Could have a stronger CTA

16. Website: Excellent
Good – Simple, completely focused on conversion, lots of CTAs (I think I see 5)
Bad – I’m not sure there shouldn’t still be download buttons to the app stores too,
makes people aware it’s available (or isn’t for cerainl platforms in our case, which is
maybe more important to set expectation)
Mobile: Okay?
Good – Twitter was obstinate to send me into the app, so I had to uninstall it, apart
from surprising bad
Bad – Ummm… I’m not sure what’s going on. Twitter are the kings of onboarding
and this seems kind of odd… maybe their goal is to get you to both log in on your
browser on your phone and have the app installed? They do get your email on
signup though and require 2-step verification

17. Website: Good
Good – Shows app, scroll down for more info but very
concise and easy to digest,
Bad – Not great CTA, no retention mechanism, not very
clear what the app does, Ad-Free not very U SP
Mobile: Very Good
Good – Simple and focused, links to all platforms that
don’t sacrifice branding
Neutral – Scroll is kind of odd, but you can tell it’s there

18. Interesting notes
Lyft Curbside
Periscope
(TWTR)
Whatsapp
(FB)
Shyp
Venmo
(PayPal)
Tinder Instagram Twitter Path
Super simple
mobile
Yes No, but it
works
No, but it
works
Yes Yes Yes Yes Yes Yes Yes
Super simple
desktop
Yes No Yes No Yes Yes Yes Yes Yes Yes
Text to DL Link on
Web
Yes No No No Yes No No No Yes No
Scroll on
Mobile/Desktop
No/
No
Yes/Yes No/No Yes/Yes No/No No/Minim
al
No/No No/No No/No Minimal/
Minimal
Video No Yes Yes, & embed No Yes No Yes Slideshow
embed on
phone
No No
Discrete Header +
Subsection
Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
CTAs w/o scroll
(dktp/mob)
5/2 4/2 5/5 3/1 2/1 5/3 1/0 5/2 4/2 3/1
Good spacing of
CTAs
Yes Yes Yes Yes Yes Yes Yes Yes No Yes
DL Button Largest
Thing on Mobile
Yes
(and
dktp)
Yes (and
dktp)
No, 2nd
to
video
Yes (and
dktp)
Yes
(and
dktp)
Yes (and
dktp)
Yes Yes N/A, rely
on email
Yes