How to Convert Your Website Traffic Into Mobile App Installs in 2024

Mobile apps have become a critical channel for businesses to engage customers and drive revenue. Consider these statistics:

• Mobile apps are expected to generate over $613 billion in revenue by 2025 (Statista)
• The average smartphone user has 40 apps installed and spends 89% of their mobile time in apps (TechCrunch)
• 79% of smartphone users are more likely to purchase from companies with mobile apps that make transactions easier (Google)

However, with over 3 million apps in the Google Play store and 2 million in the App Store, getting your app discovered by new users is a massive challenge. That‘s why one of the most effective strategies for driving app installs is converting your existing website traffic.

Your website visitors are already familiar with your brand and more likely to download your app than a cold prospect. According to AdWeek, 50% of consumers discover apps through a web search. And Criteo found that web-to-app banners have a 5x higher conversion rate than regular mobile banners.

So how do you effectively leverage your website to promote your mobile app and drive installs? Here are 8 proven tactics used by top mobile brands and marketers.

1. Create a dedicated landing page to sell your app‘s value

A compelling app landing page is essential for converting curious web visitors into downloads. This page should make a clear, concise pitch for your app‘s unique benefits and features. Treat it like a mini sales page.

Key elements to include:

• Clear, instantly understandable headline
• Your app‘s value proposition and key use cases
• Screenshots of core features and user experience
• Demo video showing the app in action
• Prominent CTA buttons to download on the App Store and Google Play
• Ratings, reviews and testimonials for social proof
• List of key features and benefits
• FAQ section addressing common questions and objections

For inspiration, check out the landing pages of apps like Calm, Shopify and Uber. They all do a great job highlighting their app‘s value through engaging copy and visuals.

Remember to make your page mobile responsive, as many of your web visitors will be browsing from their smartphones. You can even implement smart banners that detect the user‘s device and dynamically update the CTA to "Download on the App Store" or "Get it on Google Play."

2. Implement prominent app download CTAs across your site

Don‘t make visitors hunt around your site to find your app. Include clear call-to-action buttons in your header navigation, sidebar, and other prominent placements across your key pages.

For example, Yelp puts their app CTA front and center in their website header:

Make your CTAs highly visual, with contrasting colors, recognizable app store logos, and enticing copy. Experiment with different placements and track which ones drive the most clicks and conversions.

You can even create contextual CTAs that deep link to specific parts of your app. For instance, if a visitor is browsing a product page on your ecommerce site, show them a CTA to "View this item in the app for an exclusive discount."

3. Set up app install banners

App install banners are special mobile web links that display a banner at the top of the screen when viewed on a smartphone. When tapped, they direct the user to your app‘s listing in the appropriate app store for their device.

Here‘s an example from Expedia:

Banners are an effective way to prompt users to install your app without disrupting their mobile browsing experience. According to Google, app banners have a 1.3x higher conversion rate than other app promotion channels.

Setting up app install banners is fairly technical, but tools like Branch and Journeys can simplify the process. They allow you to create banners without coding and target them to specific audience segments. For example, you may only want to show the banner to first-time visitors, or those who visit a certain number of pages.

4. Allow users to text themselves a download link

Not every web visitor will be ready to download your app right away. They may want to research other options, or simply don‘t want to pause their browsing session.

Make it easy for them to save your app for later by offering an option to text themselves a download link. This could be as simple as a CTA saying "Don‘t have time to download now? We‘ll text you a link." Then just capture their phone number and automatically send an SMS with the appropriate app store link.

Here‘s how PayPal promotes its mobile app through text links:

This tactic not only makes it more convenient for users to download your app later, it also gives you a channel to send follow up reminders and engagement messages. Just be sure to follow SMS compliance laws and make it easy for users to opt out.

5. Launch app install retargeting campaigns

Web retargeting is one of the most effective methods for bringing back site visitors to complete a conversion – and the same principles apply for app installs.

Use retargeting pixels from Google, Facebook, Twitter, etc. to cookie your web visitors and show them targeted ads for your mobile app as they browse other sites and apps. You can segment audiences based on the pages they visited on your site, and customize ad copy accordingly. For example, target your pricing page visitors with special discount ads.

Look-alike audiences are another powerful tool for acquiring new app users. Platforms like Facebook can analyze your web traffic and generate new audiences that share similar characteristics. This allows you to effectively double your addressable audience size.

According to AppsFlyer, retargeting existing users has a 50% higher conversion rate and 50% lower cost-per-install compared to targeting new users. Their data also shows that retargeting increases Day 7 retention by 180%.

6. Optimize your app store listing for conversions

Getting web visitors to your app store listing is only half the battle – you still need to convince them to hit the download button. That‘s where app store optimization (ASO) comes in.

Your app store page is essentially a landing page, and should be treated with the same conversion rate optimization tactics as any other key destination.

Key ASO best practices:

• Use clear, keyword-rich titles and descriptions to convey your app‘s value
• Include 4-5 screenshots and/or a video that highlight key features
• Localize copy and media for key international markets
• Leverage social proof like ratings, reviews and awards
• Run A/B tests on key page elements to optimize for conversion rates

Check out this example of Slack‘s listing on the App Store. The copy, screenshots and social proof all work together to paint a compelling picture of the app‘s benefits.

There are many great ASO tools on the market, such as Mobile Action, App Annie and App Radar. They can help you find the right keywords, spy on competitors, A/B test assets, and track your conversion funnel.

7. Promote app-exclusive content and offers

One of the most effective ways to compel web visitors to download your app is to provide content, features or offers that are exclusively available in the app. This could be anything from special discounts to bonus content to premium features.

For example, the makeup app Sephora often promotes app-exclusive deals on their website:

By offering these incentives, you make a more compelling case for why web visitors should take the extra step to download your app. You can promote these app exclusives through web banners, interstitials, email campaigns, and more.

This tactic is also a great way to re-engage existing app users and boost retention. Send web-only users targeted emails and push notifications promoting new app-exclusive content to bring them back into the fold.

8. Implement app indexing for SEO

App indexing is a technology that allows Google and other search engines to crawl and display in-app content in search results. Indexed app pages can appear with an "open in app" link that launches the app directly from the search result.

Here‘s an example of app indexing in action for a Vimeo video:

Not only does app indexing provide another discovery channel for your app, it can also boost engagement by making it easier for existing users to re-open your app from search.

To implement app indexing, you‘ll need to set up deep linking and submit your app sitemap to Google. This process is technical, but Google provides detailed documentation and tools to help. Plugins like wordpress-app-indexing can also simplify the process.

Closing thoughts

Driving installs is a critical yet challenging part of the mobile app growth equation. But if you have an existing web audience, you‘re already way ahead of the game.

By implementing the tactics laid out in this post, you can effectively cross-promote your app to your web visitors and convert them into loyal app users. Experiment with different angles and see what resonates best with your unique audience.

Remember, your mobile app isn‘t just another channel – it‘s an opportunity to build deeper relationships and offer greater value to your customers. Make it a core part of your digital strategy, not an afterthought.

The mobile revolution is well underway. Is your brand ready to make the leap?