Information Technology Blog - - 10 Tips for Creating Mobile Landing Pages - Information Technology Blog
Mobile marketing is gaining momentum every day. The number of users using mobile devices continues to grow rapidly. According to analysts, by the end of 2020, this number will increase to 3.5 Billion.
The requirements for mobile advertising campaigns are becoming stricter – users are becoming more demanding and impatient, it’s more difficult to keep them on the mobile landing page and convince them to complete the conversion action.
And this is not surprising: the pace of life is accelerating, processors in smartphones are gaining more and more frequency, and keeping up with technology is becoming more and more difficult every day.
According to research by web marketers, 74% of consumers who use a mobile device to access the Internet are willing to wait no more than 5 seconds for a web page to load. If this does not happen, they close the tab and look for another option. The same study is also demonstrated by more frightening figures. According to it, more than 46% of consumers will not return to the site if it did not work properly during their last visit (the content was displayed incorrectly, the download took too long, the page was unavailable, etc.).
Naturally, in this “scenario” – there will simply be no conversion. Therefore, now we need to focus on optimizing our mobile landing pages in order to make them an effective, relatively inexpensive source of leads and, as a result, “reaping the benefits” from this, not yet fully developed, space of the Global Network. As a result of a well-built strategy for a mobile advertising campaign, you are highly likely to be able to increase the conversion rate and, as a result, the number of real sales.
Say “No!” Flash technology.
Under no circumstances should Flash be used on mobile landing pages. For most users, support for this technology is disabled in the browser of the mobile device “by default”. In addition, it affects the loading speed of landing pages (far from for the better) and is often the cause of various “conflicts” in the software. Not all apps are created equal. Make sure you select a quality app development company. Do your research.
Minimize the lead form.
If you are engaged in lead generation, no doubt, the mobile Internet will open up enormous opportunities for you (there is nothing easier than filling out a form during a trip on the subway, for example ;-)). However, do not forget how tedious text input on a smartphone is. Reduce the number of “required” fields to a minimum (name, phone number, or e-mail).
Make the CTA elements (buttons) more visible.
Button design has a huge impact on conversion rates. Make the CTA elements on your mobile landing page as bright and large as possible to highlight them, to make them more visible. Remember that buttons should look like buttons – make them “classic” in shape so that the user does not have to search.
When developing a design, consider the features of displays of mobile devices – do not make the call to action element too small to be easily clicked on. Work on the text of the appeal – it should prompt action (“Call now!”, “Order!”, Etc.).
Image size matters.
Despite the tendency to “increase” inches in the diagonal of touch displays and increase resolution (up to Full HD), do not use “giant” pictures. Consider the fact that at a very high resolution, with a relatively small diagonal, it is very difficult to parse the small details of the image, and the text is not readable at all.
If the resolution of the display is low, then the large image simply does not fit on it, a two-sided scrolling appears that will erase all your efforts, even if your page is perfect in everything else. Usability will be at zero.
About too small images with low resolution do not speak at all. They will spoil the impression so much that it’s hardly worth counting on the user to want to purchase the product shown on it (or click on the button, which is a solid “artifact” ;-)). Therefore, do not forget that all images must be adapted to the display resolution of the mobile device.
Only one touch.
Most people using smartphones do all the manipulations with one hand. Therefore, an extremely important aspect of usability is the number of scrolls. Horizontal scrolling is completely excluded (if it is not intended as a design element), vertical scrolling should be carried out with one touch.
Only one targeted action.
In view of the limited space of the mobile landing page, make sure that the user performs exactly the action that you expect from him. Exclude all unnecessary navigation items on it.
Remember that the presence of links to third-party resources (sites) can lead the user away from your mobile landing page. And, given the features of working with a touch screen, the user can even click on the link by accident and leave the page forever.
Be more creative!
Your proposal should attract attention. Think of the AIDA formula and use it every time to develop content. You should catch the user’s attention within 2-8 seconds, so make the proposal more attractive and focused.
Do not forget about relevance.
Users come to your page for a specific request. Make your proposal strictly correspond to it (be relevant). Strict relevance is the key to success.
Use the mobile segment of the Internet more actively.
Mobile advertising is not very popular so far. This is very unfair, given the speed of distribution of mobile devices and low cost per click (CPC). Start capturing smartphone users from today! Make mobile Internet a constant source of additional traffic.
If you catch the wave today and find out what users want, then tomorrow they will surely become your regular customers. Do not lose sight of the fact that the ideal way of feedback, if you are engaged in generating leads, is “live communication”. Correspondence with mobile users is not very appropriate.
Test, test, test!
Only regular split testing (A/B testing) will be able to give objective data on what exactly affects the conversion. Allow enough time for it (at least 2 weeks) and test all the significant elements (button, lead form, image). Pay particular attention to finding the optimal size for each item. Perhaps by increasing/decreasing this or that element, you can increase the conversion several times.
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