11 Elements to Create Fantastic Mobile Landing Pages
Mobile landing pages have skyrocketed in importance since the release of the smart phones with mobile internet browsing capabilities. Mobile internet users tend toward informational rather than transactional interactions.
Me: “Hey Tim! When does that Chinese place, down the street, close?”
Tim: “Not sure, let me Google that…”
How often does this happen in your conversations? Fairly often – according to Google - mobile searches are on the rise. It indicates that informational searches are on the rise.
The age of mobile has long since dawned upon us. Web visitors use mobile phones to surf the web and mobile actions have been taking more prominence in conversions.
Fantastic mobile landing page experiences are changing the landscape of how we transact with the web.
More and more transactions take place on on cross device internet usage. Mobile is no longer just meant for research.
Are your mobile landing pages ready for the onslaught?
Upgrade Your Mobile Landing Pages Using These 11 Elements
1.Place Phone number at the top or try a Click-To-Call button instead of CTA
What’s the intended action for your landing page? Is someone available 24/7 to pick up the phone?
If the answer is yes, test two things – a phone number at the top of the page or inserting a click to call button rather than using a push button CTA.
If the answer is not 24/7 but something like business hours – add subtext to the button saying during “xyz” hours to “abc” hours.
Or if you’re running an ad in conjunction with this landing page, use a schedule to turn your ad on or off depending on when your business is open.
2. One Goal Only – Use a Consistent CTA
In mobile, it’s important not to distract the viewer. Use a clear call to action (CTA) like call now or buy now.
The calls to action need to be short, clear and action oriented.
Having more than one CTA on a single mobile landing page can confuse your visitor, avoid it.
3. Have different goals? Create a unique landing page for each goal
I often see businesses running a single landing page for various segments or goals. This is a big no-no.
Avoid it at all costs. If you’ve got different business goals, your best bet is to create a specific landing page for each of your goals.
You’ll be doing yourself a favor and your customers will be much more likely to convert for a specific message versus a general landing page.
- Yes, the user wants information, however visitor’s attention spans are short
- Use action verbs
- Don’t confuse visitors with different goals
4. Be very clear about what happens after the visitor clicks on the CTA
Where possible, include what the steps the web visitor will encounter near the CTA. Include expectations of what they’re likely to see.
5. Use a CTA button that works well on touchscreens
Test the CTA button on multiple touchscreen devices, make sure that the button is easily clickable and connects with the
6. Place Unique Value Proposition or Unique Selling Proposition – top of the page
Use short, action-oriented titles like “Buy Product X, 35% Off Store Price!”
7. Less Text is More
Mobile is different from desktop – – aim for short & smart landing page copy.
Focus on benefits to the customer
- Leave out specifications and extraneous information. Less is more, when it comes to mobile content.
- Avoid buzzwords, speak to what the company does and how it helps the customer
- Put most relevant information above the fold
- Keep in mind that the screen size is 6” wide or less.
8. Remove all extra links
A landing page has only one task, lead the visitor to the next step in the flow, remove navigation links and anything that clicks away from the page.
9. Avoid Social Sharing Icons
Avoid social sharing icons on mobile pages, they’ll lead to unwanted off page excursions.
10. Mobile Optimized Images
Use mobile optimized images, background images that work on a desktop won’t work for the mobile user experience. Does the page look good in both landscape and portrait modes?
11. Super Short Forms
Ask for less information on forms than on desktop; The most on mobile is 1 or 2 fields. Decrease the spacing between form fields.