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The Quest for Awesome Mobile Landing Pages - SMX West 2013

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The pros and cons of responsive design. Plus, the case for native mobile landing experiences. Lots of awesome examples!

The pros and cons of responsive design. Plus, the case for native mobile landing experiences. Lots of awesome examples!

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  • 1. The Quest forAwesome MobileLanding Pagesby Scott Brinker @chiefmartec
  • 2. Responsive design is wonderful.
  • 3. Responsive design is wonderful.But are mobile native landing pagesbetter in some cases?
  • 4. Heresy!
  • 5. Responsive web design is great when wedon’t know if the respondent is mobile.
  • 6. But what about scenarios where wedo know the user is mobile?
  • 7. For instance, when they click on a mobile ad
  • 8. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
  • 9. So we know that the user is on a mobiledevice.But why should we craftmobile-specific pages for them?
  • 10. Why do we dolanding pages?
  • 11. Why do we do landing pages? To give visitorsexactly what they want in context.
  • 12. Why responsive design landing pages aren’tnecessarily best in a mobile context:• Large assets loaded behind the scenes• (In)visible content hard to conceptualize• Different copy may be preferred• Different CTAs may be preferred• Conditional code complicated to manage
  • 13. Mobile users are a different segmentthan desktop users.If you’re not optimizingmobile and desktop/tabletusers independently, you’realmost certainly confoundingyour test results.
  • 14. Advantages of native mobile landing pages:• Super lightweight pages for speed• Targeted copy and CTAs• Thumb-friendly interface• Mobile-specific features (geolocation)• WYSIWYG design of user experience• Independent testing of mobile segment
  • 15. Taps, vertical scrolling, click-to-call,swipes, and app installs are easy.Pinch/zoom, horizontal scrolling, andforms aren’t.
  • 16. Marketing > Content
  • 17. Heresy!
  • 18. Marketing > ContentGood content is important — but there is more to marketing than good content. Marketing is not (just) publishing.
  • 19. Put another way: don’t forget themarketing in content marketing.
  • 20. Good: mobile website.
  • 21. Better: targeted mobile landing pagesfor specific high-value searches.
  • 22. Serves: e-commerce optimization,store location, and brand building.
  • 23. “Judge me by my size, do you? Hmm?”
  • 24. “Judge me by my size, do you? Hmm?” Um, yes.
  • 25. http://tools.pingdom.com/fpt/What’s weighing yourpages down? ?
  • 26. Yoda was wicked fast.
  • 27. But won’t 4G make all these speedconcerns irrelevant?
  • 28. http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
  • 29. http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
  • 30. Mobile landing pages can be small andfast… but still make a visceral impact.
  • 31. Even interactive content such as a —gasp! — rotator can be mobilized. ** (Super lightweight and without Flash, of course.)
  • 32. What’s the best way to determine location?
  • 33. HTML5 Geolocation IP Geolocation+ Highly accurate + No prompting+ Privacy polite – Not very accurate– Prompt required – Can be spookyMitigate downside by Mitigate downsides byusing cookies, delayed using as “default” ininteraction, and explicit location form fields ingeo-feature actions. less accurate settings.
  • 34. IP geolocation accurate to within 25miles but only 81% of the time in theU.S.
  • 35. Whyaccurategeo-locationmatters.
  • 36. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
  • 37. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
  • 38. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
  • 39. You should test more thanmobile vs. non-mobile segments.A/B test mobile-specific ideas.
  • 40. Source: Marketing Leadership Council of Corporate Executive Board 2012
  • 41. Constraints inspire creativity.