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-­‐spec...
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...
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...
Mobile	  users	  are	  a	  different	  segment	  than	  desktop	  users.	  If	  you’re	  not	  opLmizing	  mobile	  and	  d...
Advantages	  of	  na9ve	  mobile	  landing	  pages:	  •  Super	  lightweight	  pages	  for	  speed	  •  Targeted	  copy	  ...
Taps,	  verLcal	  scrolling,	  click-­‐to-­‐call,	  and	  app	  installs	  are	  easy.	  Pinch/zoom,	  horizontal	  scroll...
Marke9ng	  	  >	  	  Content	  
Heresy!	  
Marke9ng	  	  >	  	  Content	  Good	  content	  is	  important	  —	  but	  there	  is	   more	  to	  marke9ng	  than	  goo...
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	  
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	  lightweig...
What’s	  the	  best	  way	  to	  determine	  locaLon?	  
HTML5	  Geoloca9on	                IP	  Geoloca9on	  +	  	  Highly	  accurate	        +	  	  No	  promp9ng	  +	  	  Privac...
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	  
hp://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf	  
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	  
Source:	  MarkeLng	  Leadership	  Council	  of	  Corporate	  ExecuLve	  Board	  2012	  
Constraints	  inspire	  crea9vity.	  
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
The Quest for Awesome Mobile Landing Pages
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The Quest for Awesome Mobile Landing Pages

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The Quest for Awesome Mobile Landing Pages

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