Mobile Landing Page Best Practices
5 Tips for Building Mobile Optimized Landing Pages
Mobile landing pages, a.k.a. mobile squeeze pages have been likened to virtual elevator pitches within the Internet marketing community, and for good reason. Unlike standard squeeze pages tailored for casual desktop reading, mobile pages have to make an immediate impression, or it's a lost opportunity.
Think about it...
To earn a person's contact information “on the fly”, your page has to: load fast, make an instantaneously positive impression, and entice them to take action - all within seconds! Entrepreneurs who master this digital elevator pitch definitely have a leg up on the competition. Suffice to say that mobile landing pages should be the cornerstone of any mobile marketing strategy – something that is becoming very important for growth-oriented companies.
As more e-commerce, sales, and lead generation takes place from mobile devices, and as conversion rates from smartphones and tablets continue to rise, consider what you can do to cater to this growing segment.
Speed Up Your Mobile Landing Pages
Speed is of the essence to capture today's mobile technology users. That's why it's a balancing act between using conventional desktop tactics and more memory demands via graphics-rich technologies.
Keep in mind that a slow loading web page (whether on mobile or desktop) can have a negative affect on your search engine rankings and perhaps more importantly will increase your bounce rate (your visitor's actually leaving the page due to a slow load speed).
That's why it's a good idea to test various pages with different features like video, images, and plain text before making a full commitment. Chances are that some of your prospects won't be able to handle them. Consequently, you may have to turn to standard image formats like .jpg and programming languages like HTML and jQuery.
There are a number of other considerations for optimizing a landing page's download speed:
- Limiting scripting demands, HTTP requests made by your page
- Using Cascading Style Sheets (CSS) image standards
- Keeping mobile landing page size to a minimum (i.e. 15-22 kilobytes)
- Uploading videos to video hosting services versus your own website
Wireless technologies, i.e. Wi-Fi, 3G, 4G LTE access etc. are not created equal. Some customers will not be able to access your landing page the way you want them to. Therefore, your goal should be to offer the best download speed possible to weak connections. Logically, your landing page will be ultra fast with the more advanced wi-tech.
Mobile Landing Page Design
The premise behind great mobile landing page design is not to treat it like the desktop equivalent. Even if desktop squeeze pages can be seen on a smartphone, interaction habits are totally different. Therefore, embrace the uniqueness of mobile design and what it can do for your business.
These days most themes and webpage building platforms do a very good job of automatically optimizing your website for a mobile experience, but it's always a good idea to test the mobile version of your page and to customize it if necessary for a better mobile experience.
Short Headlines and Copy
Use short headlines that are ideally five (5) words or less. Limit your copy as well, even if you are dying to tell the world how good your widgets and services are! Graphics (images) are becoming easier to incorporate with each passing day. As a result, some businesses have begun forgoing text-based mobile messages entirely.
The less scrolling your prospect has to do and the quicker they can get to your call-to-action the better.
Good Organization and Layout
Design your mobile landing pages from the customer's point of view. Minimize the amount of typing, scrolling and reading required to take action. Try offering a complete message in one screen without overdoing the graphics (which can increase page load time) and leaving some white space for breathing. Templates can help, so long as they respect good design principles.
Offer prospects the opportunity to speak with you by including your business phone number, ideally as a phone icon. Just as people have phone capability, many also have GPS built in their devices. So, if you are a local 'brick and mortar' operation, throw in your location via Google Maps or the equivalent.
Click-to-call and map directions are extremely beneficial for bricks and mortar and service types of businesses.
If you check your website analytics you may find that up to 50% or more of your website traffic is coming from mobile devices such as smartphone and tablet devices. It's absolutely critical that you are ensuring a great experience for your mobile visitors or you'll end up losing a lot of traffic resulting in fewer leads and sales.
Mutual speed and design optimization are at the heart of successful mobile landing pages. A contradiction in terms, perhaps, but the best converting mobile landing pages will focus on these two elements. If you have just begun transitioning towards mobile marketing, or are still considering your first moves, build on the suggestions above to stay ahead of the competition.