Today, when everything goes mobile, it is crucial that apart from correct strategies, every marketer needs a clean, fast-loading, and simple mobile landing page. But, as always things are not that simple. So, there is always something you need to pay attention to.
A mobile landing page is simply a landing page that is optimized to fit and work smoothly on a mobile device. In other words it is a mobile optimized web page your potential customer arrives at once any form of advertising got him interested e.g. search engine result, link in an email, banner ad, print advertising with QR codes etc.
The general goal of a mobile landing page is to convert site visitors into sales or leads. How the landing page achieves the leads or sales depends on the goals of your campaign and the type of landing page used. Before I provide you with some useful design hints and tips I would like to share with you 3 examples of different types of landing page:
- Click-through landing page – mostly designed to warm your potential customers before directing them further the buying funnel. May includes a video element for showing an engaging product overview. Take a look at our friend’s mobile landing page from Vertabelo:
- Lead Capture landing page – the goal is to collect personal data from the user e.g . your ebook download page. Often such landing pages focus users to submit their details, there are no external links or navigation.
- Product or Service detail landing page – designed to promote your new product or service. It may be a part of a complete mobile website with navigation and links to other content. When you are about to launch a new product or service you may include a short form to capture leads.
Hints and Tips
With ActiveMobi mobile website creator you can create a free mobile landing page for your campaign within minutes. All you have to do is to choose a template and adjust it to the needs of your mobile landing page. Below, you will find some advice about landing page creation:
1. It should be usable and intuitive
After the user lands on your mobile webpage, he or she needs to immediately find all the information they need: what is the purpose of the page, what should be their next step, how to perform this step, and how the page will become a benefit for them. Without such indicators the website is useless and the user will most likely leave the page before taking any action. Users of mobile devices are very action-oriented. If they cannot find what they need, they withdraw from the page to never come back.
“A mobile website should not just be a skinny reformatted version of your desktop site. The point is not just to make it fit – it is to fundamentally rethink what subset of your functionality might be relevant to someone on the go.”
Tim Ash, CEO of SiteTuners.com
2. Ask for minimum information
A very important aspect of creating your mobile landing site is the amount of information you ask on the signup form. If the only thing that is required is the email address, then limit yourself to this piece of information. When you demand a phone number, let the visitors know why it is so. Be aware that the more fields the visitor has to fill the higher the chance that he or she will leave the page without completing the form at all. You should not create too many barriers by asking for countless pieces of information. In our ActiveMobi contact form widget, you can ask for the name, email, phone number and message. Once you capture your leads through a mobile landing page, you are ready to market those people in the future.
3. Large and short headlines
Catch mobile users’ attention with witty subject lines and interesting first paragraphs. Headlines should consist of maximum three or four words and be written in a clear font. Try using some keywords. And maybe you should also bullet point the rest of the text, so that it can be readable on a mobile device when held at arm length’s distance.
4. Make call-to-action buttons visible and accessible
Your call-to-action buttons should draw attention, so try achieving that with the buttons’ size, location, negative space surrounding them, or simply contrasting them with the rest of the page. You must provide large and vivid call-to-action buttons. And if you are creating a multi-landing webpage, consider putting the call-to-action button of the most important action on more than one subpage.
5. Make the content easy to navigate through
Make sure that the users will find on your landing page the most important information. Generally, the lower the number of distractions, the higher is the effect. Try using the elements that limit the amount of displayed text e.g. tabbed content which allows browsing the whole content without the need of scrolling the site, content carousel swipes, drop-down list boxes. You should implement everything that will make the mobile site easier to browse and read.
I hope that the above-mentioned tips will help you create an efficient mobile landing design. To trust that our hints are reliable and really useful, check out the mobile landing designs of our customers:
Customer mobile sites created with ActiveMobi: mibebeyyo.activemobi.com ; peugeot308.activemobi.com
Mobile Emails Are the Future
By having a mobile email landing page you do not only increase conversions, but also gain a better page indexing in search engines. You may have additional optimization benefits from social signals as well. The fact is that by the end of 2014 the number of people reading their emails on mobile devices will increase even more. Whether it is just communication with customers or marketing actions, mobile-friendly emails with proper landing pages are the good way of keeping up with the growing mobile user customer segment. Have a mobile landing page design you like ? Share with us.
This post was originally published on ActiveMobi.