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Creating Conversion Friendly Mobile Landing Pages

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Presented by Bruce Ernst, Vice President, Product Management, Monetate during SMX West 2012 …

Presented by Bruce Ernst, Vice President, Product Management, Monetate during SMX West 2012

Most mobile searches are for places or things people want right now. But if you’re not creating and optimizing landing pages for mobile searchers, you’re more likely to generate frustration and anger than to get a conversion. This session looks at how to create effective mobile landing pages and the nuances that make them different from conventional landing pages.

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  • 1. Creating ConversionFriendly MobileLanding Pages Bruce Ernst
  • 2. Mobile...‣ plus ça change, plus cest la même chose ‣  Une page datterrissage générique qui ne tient pas compte de ses utilisateurs et de leur contexte sera toujours inutile, même après que vous le rendre utilisable.
  • 3. The Mobile Lens‣  Who is Searching?‣  Why are they searching?‣  Have you answered their question?‣  Can you do more?
  • 4. Why are they searching? ‣  because they are in a store? ‣  because they are on the train? ‣  because they are killing time?‣  their date is late and they don’twant to look awkward
  • 5. New vs.ReturningGMHECA ‣  Fundamentally different ‣  Do returning visitors have a purpose? ‣  Are they less likely to be just killing time? ‣  Is this an acquisition opportunity or are you playing defense?
  • 6. Copy‣  Take the time to make it short‣  Grab attention quickly‣  Short & Sweet ‣  Think tweet‣  Headlines really matter‣  Use urgency and emotion
  • 7. Geography ‣  actual ‣  proximity
  • 8. The right technographics ‣  Real estate ‣  Use it if you have it ‣  Think about speed ‣  Android vs iPhone - not so big a deal ‣  WiFi vs. 3G/Edge - a bigger deal
  • 9. Don t stop at the landing page ‣  If you don’t convert on the landing page… ‣  Watch your links ‣  Keep your offers consistent
  • 10. Usable?
  • 11. Useful?
  • 12. Test, Test and Test‣  Nobody really has the definitive answers‣  We don t yet fully understand the effect of the mobile lens‣  Use a tool designed for the purpose‣  Don’t be afraid to be daring
  • 13. To Sum Up... ‣  Make it usable ‣  Make it useful ‣  Make it relevant ‣  Don t stop at the landing page ‣  Test, test, test
  • 14. Thank You