Niche Mobile Apps: The New Landing Page

AppLandingPageImageLanding pages: We know them as a single webpage with a specific purpose and a particular offering. While they are nothing new, and maybe even a bit boring and expected, mobile apps seem to be replacing the concept of the online landing page—and we love it!

A study by comScore revealed that US smartphone users ages 18 and over spend 88% of time on mobile in apps, compared to 12% in mobile web browsers. This means that there are open opportunities to connect with consumers on mobile apps to foster greater, enjoyable experiences that keep them engaged and using your product.

Note that this promising trend is not just about an increase in mobile apps in general, but rather for apps with specific, micro-moments of purpose. Whether they’re for a single public conference, an annual music or movie festival, or a new product launch, niche mobile apps create exciting, more personalized engagement with consumers by being on the devices that they carry every day.

More importantly, due to the short-lived nature of niche apps, users are more likely to download them because of the lack of commitment to keep the app after installation. And that’s not such a bad thing for app creators and designers. The heavily saturated app market would probably make it more difficult for a general app to be used, whereas a niche app has a clear purpose and can still pull in a lot of aggregated data, which can provide relevant insights for future events and product launches.

Below are 3 tips to keep in mind when creating your niche mobile app:

1. Provide a reason to download it

YOU know why your niche app is great and what it provides for the end-users. But they have to realize this, too, before they will even think about downloading your app. Consider using your other marketing channels to highlight how downloading your niche app will provide an enriching experience during those few moments of usage.

2. Don’t ditch the UI

A study by IT services provider, Avanade, showed that 86% of companies indicate a good UI is essential to productivity, but just 37% make it a priority. Focusing on functionality and ignoring the user interface will make it more difficult for others to use your app—and the less appealing it is, the less likely it will be used.

3. Leverage in-app capabilities

Need to send a prompt update about a change of venue location? What about an urgent announcement or last-minute product information update? Again, thanks to the short life of niche apps, users are more likely to opt-in to receive push notifications, which can be very valuable when urging users to perform a specific conversion goal or sending out time-sensitive content.