Landing pages are – or at least they’re supposed to be – one of the most powerful conversion tools in the online marketer’s arsenal. Done well, and that’s exactly what they are. Done badly, and they’ll generate more bounces than the NBA. Their effect needs to be instant – you literally have mere seconds for the landing page to load, seize the user’s attention and induce them to act.
This is no mere feat, especially when it comes to the mobile landing page, and, more and more, designing a landing page for the mobile platform is becoming every bit as important – if not even more important – than designing a landing page for the desk or laptop. According to eMarketer, the amount of smartphone users is expected to exceed 1.76 billion worldwide by the end of this year, up a massive 25% from 2013, and by 2017, more than one third of the world’s population will be smartphone users.
This being the case, the mobile market is increasingly becoming the place where your marketing efforts need to be most heavily applied. It is from mobiles that your website is receiving an ever-enlarging amount of traffic, and, when those users arrive there at your landing page, you need to be making sure that it is working at optimum speed, design and functionality to convert.
So, what are the best practices?
For mobile screens, everything must be short and concise, and this goes for the headline as well. A maximum of 5 words is really what you should be working towards. It doesn’t really make a difference if your headline is a plain text or graphical format, but what it does need to do is to continue nicely on from the advert that the user clicked on in the first place. This is because your advert’s design obviously worked, and attracted the user, so use the same font or graphics for your headline on the landing page. This continuity from ad to landing page is proven to be successful, so make sure you employ it.
Your logo also needs to be included on your mobile landing page, and to this extent we hope that you considered the mobile screen when you designed your logo in the first place. A professionally designed logo will help your business no end, so just make sure when you have it made that the designer is aware that it will need to be down-scalable so that it is still crisp and sharp on the mobile screen. Although it is obviously true that a logo alone will not produce a sale (though also be aware that a badly designed one can lose you a sale), you still need to find room for it on your mobile landing page so that your users can confidently identify you.
3. Design Optimization
Your users need to be able to see everything they need to perform an action instantly on the mobile screen. The offer and the call to action especially need to be displayed before the fold. Think about it from your customers’ point of view. They will not want to be pinching the screen to zoom or spend several minutes scrolling up and down to find out what they are being asked to do.
Don’t be tempted either to try and fill every single pixel on the screen with imagery or text or any other distractions. Even with clearly visible calls to action, if there’s too much going on on the page, then it’s likely to put off a few customers who will begin to suspect that you’re willing to flog them any old thing to make a quick buck. Instead, think in minimalistic terms. With such a small screen at your disposal, allowing a little white space enables clear instruction, and that’s exactly what you want to use your mobile landing page for.
4. Calls To Action
Your call to action will most likely come in the shape of either a hyperlink, button or form. If using a form, then firstly you will want to try and keep it as short as possible so that it fits onto the screen before the fold – name and email address, what more do you need? Even if you insist on having a couple of extra boxes, just make sure that it is simple to fill out, that the screen will automatically zoom into it so the user can clearly see what he/she is doing, and that you don’t design your page so that the user needs to take an extra step or make an extra click to be taken to the form in the first place.
Buttons and hyperlinks need to stand out in contrast to the background colours. They need to be noticeable instantly, and any copy on your buttons should be kept to an absolute minimum. Whichever format your call to action takes, the visitor should always know exactly what they are being asked to do and what is the next step that they should take.
5. Loading Speed
Speed is everything for the mobile landing page. More visitors will bounce due to poor loading speeds than they will for any other reason. It is advised that your mobile landing pages are not built using Flash or other plugins that may take an age to load or not even be compatible with your customers’ devices. Using the .jpg format when possible is instead advised, and coding your mobile landing page using HTML5 and jQuery will increase loading speeds. All in all, you should aim to keep your pages to around 20 kilobytes.
6. Finally – A/B Test Every Element
The only way to be sure that your mobile landing page is working as hard as it can and creating the most conversions is to carry out some A/B testing. Always start with the major variations such as headline font and background colours, before refining your changes right down to the CTA button copy.
Remember, even very small changes that might appear insignificant at first might contain the psychology to drastically affect those conversion rates, so leave no stone unturned, and test, test, and test again. Be sure to share with us in the comments below that have been your experiences with creating your mobile landing page and good luck!!