8 Elements of Mobile Landing Pages that Convert
May 15, 2014
You know your customers are on mobile and that one in three visits to eCommerce sites now take place on mobile phones. You are pouring time and money into a mobile-first strategy that focuses on driving people to install and engage with your mobile app or site. And it’s working – people are clicking on your ads, directed to a mobile landing page and then…
They drop. Your click through rates may be through the roof, but your conversion rates are lower than ideal.
So why the initial interest but premature departure? Why are people clicking on my ad, but not installing the app or signing up for my offer? The answer likely lies in your landing page.
Just because your landing page has a high conversion rate on desktop, doesn’t mean it will elicit the same response on mobile. As part of a mobile strategy, it’s important that your landing pages be optimized for the mobile experience. This means tailoring your landing page to the speed of the phone, size and dimensions of the screen, and unique habits of mobile shoppers.
Create a seamless mobile buying experience that will encourage clicks to become customers by building these eight key elements in to your mobile landing pages.
1) Make it Compatible
Just because your page is “responsive” doesn’t mean it is optimized for mobile. Flash doesn’t play on mobile, PNG 24 images are massive, and numerous plug-ins (think WordPress) simply won’t function on mobile. Build landing pages with mobile in mind. (More on that below).
2) Speed is the Key
Every page has “weight” – the amount of data that needs to be processed to display on the screen. Your mobile landing page has to be lean and mean – less than 20kb – to ensure that it loads in less than 5 seconds.
Just because you have the iphone 6000, doesn’t mean everyone does. A lot of users are on wifi or 3G. If you make a page that loads well on slow connections, everyone wins. Here’s how:
- Use .jpg images instead of .png files (.jpg is roughly half the size)
- Code the page in HTML5 and jQuery
- Use CSS image sprites and reduce HTTP requests by eliminating unnecessary scripts
3) Organize in a Single Column
Don’t reinvent the wheel – a single column layout with higher priorities at the top is optimal. This way, the call to action is front and center, and the first thing the user sees. If you do decide to place your CTA “below the fold” (100 px) make sure to entice users to scroll with images or text. Mobile users have straight-forward UX expectations – don’t disappoint them.
4) Limit to One CTA
Your landing page does one thing – convert. Design with a single objective – lead generation, sales, app installs – in mind, and make that action singly apparent. If you want email registration, put an email collector center-stage. If you want to sell honey, your CTA button should take them not only to your online store, but to the exact item they want. Eliminate anything that might distract them from completing the end objective.
5) Use Short Sign-Up Forms
Keep your sign-up forms short. Name, email, done. Mobile users don’t have the patience to fill in multiple fields on long forms. You can gather that information later – like in the app, on a PC, or in an email.
A lot of mobile campaigns see confusing data, like high CTR, but low CR due to lengthy or confusing sign-up forms. Optimize these logins and registrations for mobile and watch conversion rates soar.
6) Four Word Headlines Rule
Keep it Short. Four word headlines are more than enough to hook users. Some businesses – like Squarespace – don’t use any words, but prefer image only landing pages. Don’t be afraid to experiment and find what works for you.
7) Make it Clickable!
If your phone number is on your mobile landing page I better be able to call it with a single tap. If a map with your location is crucial to your CTA – like a restaurant – it better open when I touch it. If it’s on the page, mobile users expect it to work.
Optimizing conversion means keeping a user on your landing page until they’re done converting. Don’t let them close your page to dial a number or open a map. Keep them in your funnel as long as you can.
8) A/B Test Like Crazy
Landing page copy and layout is the best way to tailor your message to a mobile audience. Once you find your market, fine-tune your campaign with tweaks to language, tone, and design.
Just like with ads, images catch the user’s eye and keep their attention. Use an image that relates to your brand or product as the background instead of a solid color to add a subtle pop to your page.
Try multiple color schemes. Make your CTA button green and red and blue. Experiment with active and passive colors, and mix up your use of negative space in a variety of ways with different landing pages. Then test them all.
Run A/B tests for all sorts of conversion funnels including sign-up form length, CTA position (above or below the fold), headline text, image style, graphics, etc.
Any landing page will take time to perfect as every market and vertical is different. However, if you follow our best practices for – image file type, load time specs, sign-up form length, CTA, headlines, and UX – you’ll be able to test and test iterations until you find the mobile landing page that converts best for your campaign.
Jillian Smith is a Marketing Strategist at Ampush. She specializes in creating content that educates and inspires marketers to reach their full advertising potential on Facebook and Twitter. When she’s not being a marketing Jill-of-all-trades, you can find her listening to music for hours on end, getting hyped on Bay Area sports teams, or chewing through a full pack of gum. Follow her on Twitter @jillyjsmith.