It seems that more and more, users are interacting with businesses and making purchasing decisions via mobile device over other mediums. It’s gotten to the point where Google has even started moving to mobile-first indexing. It’s becoming increasingly likely that the web page you carefully designed to be viewed from a desktop, will actually be viewed from a smartphone.
Even the most pristine desktop landing page can fail to translate to mobile, creating a user experience that is less than attractive and likely to cause a potential consumer to bounce. If you haven’t been carefully formatting your mobile landing pages, you will inevitably lose out on potential revenue. After all, research says that websites formatted for mobile use are 5% more likely to result in a conversion.1
Here are the top 3 ways to optimize your mobile landing pages:
A clean and easy-to-read layout
Having too much text, too many colors, or otherwise “mismatched” formatting can be both confusing and visually unappealing for potential consumers. You want to use clear and bold headlines with small blocks of text to be able to quickly and concisely convey the key benefits of your product or service. Make sure the headlines and imagery included on your website are properly sized for mobile. You don’t want an image that takes up the entire landing page and prevents your consumers from comfortably accessing the information you want them to see. If at all possible, you want to minimize the amount of scrolling consumers need to do and eliminate pop-ups that may overcrowd the screen.
Apply innovative strategy
Mobile marketers are often tasked with finding new and innovative ways to maintain a consumer’s attention. Experts say that users on mobile sites are less interested in reading and more interested in experience.2 For example, many advertisers are beginning to utilize “playable advertisements,” which ask the consumer to interact with their page in a way that requires active engagement. This kind of marketing encourages direct responses from consumers and is more effective in retaining interest. Applying an innovative idea, such as the concept of interactive advertising, onto a mobile web page can lengthen the time span a consumer is willing to spend on your landing page and increase the likeliness of a purchase or conversion.
Put consumer convenience first
Brevity is key when it comes to mobile landing pages. A smaller screen means that eyes are likely to feel strained after a few minutes, so you need to cut to the chase as quickly as possible. Make your call to action obvious; users shouldn’t have to scroll and zoom in order to find the form you want them to fill out, and information should be easy to fill. If possible, try to limit the amount of information needed. If it isn’t critical for you to know– leave it out of your mobile landing page. Additionally, be mindful of the length of your mobile landing pages. Although more information leads to higher conversions on desktop landing pages, this method will not work on mobile landing pages as the average session on mobile is 72 seconds.3
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