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The Quest for Awesome Mobile Landing Pages

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Scott Brinker's Presentation from SMX East Conference.

Scott Brinker's Presentation from SMX East Conference.

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  • 1. The  Quest  for  Awesome  Mobile  Landing  Pages  by  Sco  Brinker   @chiefmartec  
  • 2. Responsive  design  is  wonderful.  
  • 3. Responsive  design  is  wonderful.  But  are  mobile  na9ve  landing  pages  beer  in  some  cases?    
  • 4. Heresy!  
  • 5. Responsive  web  design  is  great  when  we  don’t  know  if  the  respondent  is  mobile.  
  • 6. But  what  about  scenarios  where  we  do  know  the  user  is  mobile?  
  • 7. Scenario  #1:  Mobile  ads  
  • 8. hp://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  
  • 9. 11.5%  increase   in  CTR  
  • 10. •  Bid  differently  •  Define  a  separate  mobile  budget  •  Test  different  keywords  •  Write  mobile-­‐specific  ad  text  •  Use  mobile-­‐specific  landing  pages  
  • 11. Scenario  #2:   QR  codes  
  • 12. Something  beer  may  replace  QR  codes,  but  will  sLll  be  a  mobile  context.    
  • 13. These  are  scenarios  where  we  know  the  user  is  on  a  mobile  device.  
  • 14. These  are  scenarios  where  we  know  the  user  is  on  a  mobile  device.  But  why  should  we  craM  mobile-­‐specific  pages  for  them?  
  • 15. Why  do  we  do  landing  pages?  
  • 16. Why  do  we  do   landing  pages?   To  give  visitors  exactly  what  they   want  in  context.  
  • 17. 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  
  • 18. 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.  
  • 19. 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  
  • 20. Taps,  verLcal  scrolling,  click-­‐to-­‐call,  and  app  installs  are  easy.  Pinch/zoom,  horizontal  scrolling,  and  forms  aren’t.  
  • 21. Marke9ng    >    Content  
  • 22. Heresy!  
  • 23. Marke9ng    >    Content  Good  content  is  important  —  but  there  is   more  to  marke9ng  than  good  content.  
  • 24. Put  another  way:  don’t  forget  the  marke9ng  in  content  markeLng.  
  • 25. Good:  mobile  website.  
  • 26. Beer:  targeted  mobile  landing  pages  for  specific  high-­‐value  searches.  
  • 27. Serves:  e-­‐commerce  opLmizaLon,  store  locaLon,  and  brand  building.  
  • 28. “Judge  me  by  my  size,  do  you?  Hmm?”  
  • 29. “Judge  me  by  my  size,  do  you?  Hmm?”   Um,  yes.  
  • 30. Assessment:  blazing  fast.  
  • 31. hp://tools.pingdom.com/fpt/   ?  What’s  weighing  your  pages  down?  
  • 32. Yoda  was  wicked  fast.  
  • 33. But  won’t  4G  make  all  these  speed  concerns  irrelevant?  
  • 34. hp://www.mobilespeedtest.com  
  • 35. hp://www.gomez.com/wp-­‐content/downloads/19986_WhatMobileUsersWant_Wp.pdf  
  • 36. hp://www.gomez.com/wp-­‐content/downloads/19986_WhatMobileUsersWant_Wp.pdf  
  • 37. Mobile  landing  pages  can  be  small  and  fast…  but  sLll  make  a  visceral  impact.  
  • 38. Even  interacLve  content  such  as  a  —  gasp!  —  rotator  can  be  mobilized.  *  *  (Super  lightweight  and  without  Flash,  of  course.)  
  • 39. What’s  the  best  way  to  determine  locaLon?  
  • 40. 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.  
  • 41. IP  geolocaLon  accurate  to  within  25  miles  but  only  81%  of  the  9me  in  the  U.S.  
  • 42. Why  accurate  geo-­‐locaLon  maers.  
  • 43. hp://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  
  • 44. hp://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  
  • 45. hp://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  
  • 46. Haversine  formula  
  • 47. You  should  do  test  more  than  mobile  vs.  non-­‐mobile  segments.  A/B  test  mobile-­‐specific  ideas.  
  • 48. Source:  MarkeLng  Leadership  Council  of  Corporate  ExecuLve  Board  2012  
  • 49. Source:  MarkeLng  Leadership  Council  of  Corporate  ExecuLve  Board  2012  
  • 50. Constraints  inspire  crea9vity.