In-app marketing platform Insert added the option for developers to create customised landing pages within apps that are “optimised for maximum conversions”.

This ensures that customers clicking on links in push notifications, ads, social media or emails are taken to personalised pages specifically designed to direct them toward a desired outcome, such as making a purchase, learning about a new app feature or completing a transaction.

For example, if a retail app sends out push notifications for an item that has 10 per cent off, customers will be taken to a landing page with a 360 degree view of the item and a prompt to “buy now”.

“Landing pages should be as standard in apps as they are on the web,” said Shahar Kaminitz, Insert’s founder and CEO.

“Ever since Microsoft initiated the first landing pages in 2003, they have proven themselves to be a very effective way of increasing conversions. We expect to transfer the success that landing pages have had on the web to the in-app market, allowing our clients to see a significant increase in their results,” he added.

The company said it noted that when it comes to web landing pages, 48 per cent of companies build a new landing page for each campaign, but options for app developers is limited.

Some use deep linking, but this must be pre-coded into the app and prevents the “required agility for on-the-fly marketing campaigns,” according to Insert.

What’s more, deep links also do not provide the best practice of having a landing page that has a single call to action directing customers to the desired action, the firm said.

Developers can also set push notifications to arrive following a specific action or non-action, for example if a certain amount of time passes without the user visiting the app or a customer abandons a transaction.