The Quest for Awesome Mobile Landing Pages

The Quest for Awesome Mobile Landing Pages by Sco Brinker @chiefmartec

Responsive design is wonderful.

Responsive design is wonderful. But are mobile na9ve landing pages beer in some cases?

Heresy!

Responsive web design is great when we don’t know if the respondent is mobile.

But what about scenarios where we do know the user is mobile?

Scenario #1: Mobile ads

hp://services.google.com/A/ﬁles/blogs/our_mobile_planet_us_en.pdf

11.5% increase in CTR

•  Bid differently •  Define a separate mobile budget •  Test different keywords •  Write mobile-‐specific ad text •  Use mobile-‐specific landing pages

Scenario #2: QR codes

Something beer may replace QR codes, but will sLll be a mobile context.

These are scenarios where we know the user is on a mobile device.

These are scenarios where we know the user is on a mobile device. But why should we craM mobile-‐speciﬁc pages for them?

Why do we do landing pages?

Why do we do landing pages? To give visitors exactly what they want in context.

Why responsive design landing pages aren’t necessarily 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 •  CondiLonal code complicated to manage

Mobile users are a diﬀerent segment than desktop users. If you’re not opLmizing mobile and desktop users independently, you’re almost certainly confounding your test results.

Advantages of na9ve mobile landing pages: •  Super lightweight pages for speed •  Targeted copy and CTAs •  Thumb-‐friendly interface •  Mobile-‐speciﬁc features (geolocaLon) •  WYSIWYG design of user experience •  Independent tesLng of mobile segment

Taps, verLcal scrolling, click-‐to-‐call, and app installs are easy. Pinch/zoom, horizontal scrolling, and forms aren’t.

Marke9ng > Content

Heresy!

Marke9ng > Content Good content is important — but there is more to marke9ng than good content.

Put another way: don’t forget the marke9ng in content markeLng.

Good: mobile website.

Beer: targeted mobile landing pages for speciﬁc high-‐value searches.

Serves: e-‐commerce opLmizaLon, store locaLon, and brand building.

“Judge me by my size, do you? Hmm?”

“Judge me by my size, do you? Hmm?” Um, yes.

Assessment: blazing fast.

hp://tools.pingdom.com/fpt/ ? What’s weighing your pages down?

Yoda was wicked fast.

But won’t 4G make all these speed concerns irrelevant?

hp://www.mobilespeedtest.com

hp://www.gomez.com/wp-‐content/downloads/19986_WhatMobileUsersWant_Wp.pdf

Mobile landing pages can be small and fast… but sLll make a visceral impact.

Even interacLve content such as a — gasp! — rotator can be mobilized. * * (Super lightweight and without Flash, of course.)

What’s the best way to determine locaLon?

HTML5 Geoloca9on IP Geoloca9on + Highly accurate + No promp9ng + Privacy polite – Not very accurate – Prompt required – Can be spooky MiLgate downside by MiLgate downsides by using cookies, delayed using as “default” in interacLon, and explicit locaLon form ﬁelds in geo-‐feature acLons. less accurate sefngs.

IP geolocaLon accurate to within 25 miles but only 81% of the 9me in the U.S.

Why accurate geo-‐locaLon maers.

hp://services.google.com/A/ﬁles/blogs/our_mobile_planet_us_en.pdf

Haversine formula

You should do test more than mobile vs. non-‐mobile segments. A/B test mobile-‐speciﬁc ideas.

Source: MarkeLng Leadership Council of Corporate ExecuLve Board 2012

Constraints inspire crea9vity.

http://searchengineland.com	4666
http://moodle2.newman.ac.uk	240
http://proyectosenior.net	51
https://twitter.com	33
http://sq1agency.com	30
http://www.proyectosenior.net	29
http://pinterest.com	14
http://www.proyectosenior.com	9
http://www.twylah.com	5
http://venteetmarketingdirect.blogspot.fr	5
http://proyectosenior.com	3
http://www.proyectosenior.com.ar	3
http://www.linkedin.com	3
http://venteetmarketingdirect.blogspot.com	2
http://copyscape.com	2
http://www.entreprise-marketing.fr	2
http://seorushnow.com	2
http://view.exacttarget.com	1
http://www.nuestrasclases.com.ar	1
http://us.mg205.mail.yahoo.com	1

The Quest for Awesome Mobile Landing Pages

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