Facebook has initiated a strong call to action on their mobile app ads by adding the words “Install Now” at the bottom.
The previous design was
less specific with only a Try These Apps header and a small, clickable
arrow. Now, there’s no question about what you’re supposed to do and
what will happen when you do it.
Here’s a screenshot of the new ad in action courtesy of Ryan Spoon. It’s a good looking square for mobile. It’s clear, it’s not cluttered and I know exactly what to do when I see it.
This new ad pulls the header graphic from the App Center page and it
shows the star rating and how many of your friends are using it. Good
info all around.
The only thing that bothers me is that wording might be off-putting.
When you click, you aren’t really starting a download, you’re just going
to a page that tells you more about the app where you can download it.
Do you think people will be concerned that a single click will start
the actual download process? How about “Visit the App Center to Install
Now”?
Beyond that, this update further solidifies Facebook’s commitment to
pushing apps. Why? I don’t know. Apparently, they think there’s money in
it but once you take out the big boys, how many apps are actually turning a decent profit?
TechCrunch says that beta testers saw
a 50% increase in clickthroughs. That’s a nice boost. If they can keep
that rate high once the novelty wears off, maybe more app developers
will find dollars in their account instead of zeros.
(via)
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