We know what you are thinking: using landing pages when you already have a marketplace is nonsense. Why should you invest time and money creating external pages when you put so much effort in your marketplace?
Well, keep reading because this article might surprise you.
What is a landing page?
A landing page is any web page that a visitor can arrive at or “land” on after clicking on an online marketing call-to-action (also know as CTA.)
It is now common to refer to a landing page as being a standalone web page distinct from the main website that has been designed for a single focused objective.
This means that you have one conversion goal and one single CTA on each landing page, therefore your express your message loud and clear. Compare your marketplace homepage to a landing page: with 50 links on your homepage, your attention ratio is 2% – compared to 100% with a single call-to-action.
Basically, there are 2 types of landing pages: Click Through and Lead Generation.
You can use Click Through landing pages when the objective of your page is to “warm up” your visitors and persuade them to click through another page. If you run a marketplace you might want to create product pages in which you describe the product in detail or you want to provide some extra information about the service and then link it to the checkout page on your platform.
Lead Generation landing pages have the objective to collect user data, such as email address and name. Usually, this kind of landing page is used to allow visitors to download whitepapers, discounts or book a demo. In this way, you then try to convert them into customers.
5 ideas you can use for your apps marketplace
Before creating landing pages, make sure your marketplace platform can keep up with your imagination. Your marketplace is the foundation of your landing pages: to be creative and feel free to experiment, you need a strong engine behind them.
At Cloudesire, we developed a complete engine that allows to you to create any kind of landing page. Here are 5 ideas you can use to reach your conversion goals:
If you run a marketplace, you can distribute your coupons through landing pages.
For example, you could create a landing page that persuades your visitors to complete a form to download a discount coupon for your marketplace or a specific product. Or you could create a page from which users can activate the trial version of a product with a special discount coupon.
If you use the Cloudesire marketplace engine, you can create different types of coupons, like discount or extended trial coupons (watch this video to learn more about it.)
2- A/B testing
Once you have a marketplace, the optimization process begins. If you want to make sure that all your actions are based on objective data and not on your feelings, you need to A/B test.
For example, you might want to test two different descriptions for a product page or two different CTAs to understand which one performs better. With landing pages, you can test two variations at the same time, without changing your current marketplace.
3- Test pricing model
Pricing models are not static and you should always keep them updated. However, when it comes to testing pricing models on marketplaces things are not so easy: you could create different product versions with different prices, but what happens when you want to change the price of the same version and you are not sure of the new price? Or if you want to understand the impact of a different number of plans on conversions?
The answer is landing pages: test different pricing models and apply only the best performer on the marketplace!
4- Collect data from potential customers
One of the main problems of small applications marketplaces is that often visitors are not ready to buy a product. Product pages are focused on hard sales, but sometimes potential customers need a little “warm up” before they convert. So you need to offer them white papers, testimonials, demos or different content to nurture them before they buy.
The best way to collect data from potential customers is using landing pages where they are not distracted by other links.
5- Create pages for specific targets
Not all applications have a single, specific target: for example the same productivity application could target restaurants, architects and even SMEs. In this situation, it is natural that the content on product page on the marketplace is generic and not customized. This is fine as long as you are not running a campaign on that product, or on a specific target of that product. With landing pages you can create a different page for each target, so that you can communicate using the right tone of voice and using the best content for each one. Landing pages are tied to a common checkout on the marketplace, but visitors can have a more customized experience, increasing the chances of conversion.
The engine behind the Cloudesire marketplace allows you to experiment different landing pages and we are fully integrated with Unbounce, one of the most popular tools for creating landing pages that convert.
Do you want to learn more about the Cloudesire marketplace and the available integrations?