First Impressions Matter – Why Aesthetics Are Critical to Your App Marketing Strategy

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First Impressions Matter – Why Aesthetics Are Critical to Your App Marketing Strategy

Blog | Mobile App Strategy
April 6, 2021

When the tagline “there’s an app for that” was trademarked in 2010, no one could have imagined the millions of apps available for download today. There is an app for just about everything, and in most cases, users can choose between multiple options. 

So, how do users choose which app to purchase? Is it based on reviews? Ratings? Price? Technology? Well, yes. But in many cases, consumers don’t get that far. When the look and feel of a mobile app doesn’t pull them in, they are likely to scroll right on by.

App Icon Design: No Shortcuts 

The first thing users see as they look through their options is the app icon design. In fact, there is a direct link between how attractive your app icon is and the number of users that choose to download it. That means you can’t take shortcuts when it comes to creating this image. 

Begin by considering the functionality of your app. What benefits does it offer users? Reflect that in the icon design while keeping on-point with your branding. Users are more likely to download your app if its icon resonates with their search intent.

The aesthetics of your app icon should match the look and feel of the app itself. Users get uncomfortable when they open an app and discover an entirely different experience inside. 

Finally, be aware of basic app icon standards when creating your design. Failure to comply with specifications from the major app stores may interfere with the appearance of the app icon, ultimately costing you downloads. 

The Impact of Your App Page 

Mobile app marketing researchers have taken a deep dive into what the most popular apps have in common. The data show that certain aspects of the app page are strongly correlated with the likelihood of attracting users’ attention and keeping them engaged. 

Some highlights of their findings include the following: 

  • Gaming apps do better when the page includes a video
  • Consumers base their purchases on the first line of the app description – they don’t expand this section when deciding to buy
  • People spend an average of seven seconds on your app page – that means you have mere moments to capture their attention 

These facts bring a critical point to light: the aesthetics of your app page are critical to converting app store activity to downloads (and revenue). If the look and feel of your app doesn’t grab a user’s attention and stimulate interest right off the bat, a second chance is unlikely. 

Securing Interest Through App Screenshots 

Your screenshots play an important role in persuading users to download your app. These best practices will maximize the impact of your app store page: 

  1. Showcase your brand right away – consumers should never question whose page they are on
  2. Captions should be short – just a few words that deliver a targeted message. Make them easy to read and attention-grabbing to engage prospective customers
  3. Focus on benefit-driven copy – be clear and up-front about how the app improves users’ lives 
  4. Showcase one benefit per screenshot to keep messaging simple

Remember, users are unlikely to expand screenshots, so make sure the images are easy to understand and communicate your app’s most important features. Put your best foot forward and tell users how they will benefit from downloading your app.

How Smith Micro Can Help

Smith Micro is dedicated to simplifying and streamlining app store optimization for wireless carriers. It’s a competitive market, and you need a sophisticated mobile app marketing strategy that captures consumers’ attention and influences them to buy. Smith Micro is a leader in developing innovative solutions for the complex issues that result from today’s digital lifestyle. Products are designed to enhance consumers’ ability to interact with each other, with businesses, and with the world around them. 


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