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.
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.