With the incredible adoption rate of mobile devices with full browsers, thedesktop is certainly in decline. Just take a stroll through your local best buy andyou will see that this is the case. The stores carry about 7 – 10 externalmonitors, a couple video cards and one row of desktops. The majority offloorspace is dedicated to laptops, tablets, and most importantly –smartphones, and LOTS OF THEM.Our world is changing rapidly with respect to how we get our information andwhere we get it. That being said, more marketers are beginning to shift theirway of thinking towards a mobile mindset. Approaching marketing andadvertising on mobile devices is quite different than that of the desktop.Today, we want to review some points on building your next mobile landingpage. Lets start with...
1. Keep your mobile landing pageRESPONSIVE in its design:You want to make sure that your page willadapt to all different screen sizes andresolutions. Also keep in mind that most tabletsand smartphones can discern if the phone is inlandscape position or portrait. Having aresponsive page will allow your landing page toadapt to the format of the phone.
2. Keep your landing page SIMPLE:Don’t over-complicate your landing page! If youfind yourself overthinking your design, youprobably need to scrap it and start over.Keeping your mobile landing page simple isimportant not only for load times, which is ultraimportant, but also to reduce abandonmentbecause you have overwhelmed the user’sdevice with images and too much text.
3. Clear call to ACTION:Test your landing page on a mobile deviceemulator and try, as best as you can to keepyour call to action “above the fold” – whenpossible. Having your call to action visiblewithout having to make 5 finger swipes acrossthe device to get to the action will help yourCTR and conversion rates.
4. Landing Pages Need To Be FastYour mobile pages should be lightweight (lessthan 20 KB total) and minimally load in under 5seconds. The top slowdown factors for mobilepages are the number of requests (loadedimages, scripts, etc.) followed the number ofbytes (page size), so strategize accordingly.Consolidate or eliminate scripts, resize andsave mobile-optimized images.
5. Be OrderlyFor smartphones, present a single-columnlayout with the priority content at the top.Mobile users are goal-oriented versus the morebenefit-oriented desktop users, so alwaysfeature call-to-action task completion content(e.g., click-to-call, find a store) "above the fold"or within the top 100 pixels for smartphones.
6. Avoid Pinching, Scrolling and ZoomingPhones can zoom in and out and scroll up,down, left and right, but it’s much easier oneveryone if they don’t have to—especially if theuser only has one finger at their disposal. Makesure your page loads neatly into a small widthand doesn’t require any zooming and very littlescrolling.
7. Don’t Use FlashUtilizing Flash, frames, etc is another big no-nowhen creating your mobile landing page.Rather, consider using HTML5 or jQueryinstead. These are both compatible with mobileformats and help ensure that your content isalways available to your potential customers.
8. Use Large, Thumb-able ButtonsSize matters when it comes to the buttons onyour website. Unlike a traditional desktopexperience, users type and browse with theirthumbs. For those of us with larger thumbs,miniature buttons are particularly annoying.More importantly, people aren’t interested inzooming every time they click a link. Therefore,consider using large, easily clickable buttons.
9. Avoid Having Too Much ContentThere is a fine-line between having too much ortoo little content. For any mobile landing page,this becomes particularly important since yourun into screen size limitations. Think about thebare essentials. Create a clever and concisecall-to-action. Reduce text and bullets. Highlightthe top products/services. Remember, your full-browser and mobile landing pages do not needto be identical.
10. Minimize Your AdCopyTry to communicate your value proposition injust 2 sentences or less. Text heavy landingpages will nearly always hurt conversions.Using excess text hurts conversions even morewhen the page visitor is accessing the landingpage on a 4-inch screen. Limit your productdescription on the top portion of your page to 2sentences.
11. Place Additional Benefits Below yourCall to ActionValue should already have been built by thetime the user’s eyes come across the Call-To-Action. Most page visitors will have alreadymade a purchasing decision and won’t evenscroll down to the bottom of your page.However, all users are different. Some usersrequire or want more details.
12. The 44x44 ruleIn order for users to be able to navigate yoursite comfortably all CTAs need to be bigenough to easily click with a thumb. A CTA thatis 44x44 pixels should be large enough toaccommodate most people’s thumbprints, butyou also need to make sure there is enoughspace around the buttons to avoid accidentalclicks.
13. Short Forms Are Best On a mobile device, users are on a missionand if they must fill out long forms on theirsmart phone, the frustration factor will get thebest of them and add to your abandon rate.When it comes to mobile landing pages, thinkshort forms. Yes, gathering information iscrucial, but only get a few fields and then movethe user on to more important tasks.
14. Be Action-CompellingThe purpose of the page should be obvious,compelling and readily visible as an action. Tooptimize landing page conversion, limit thenumber of "actions" to three or less for mobile.An "action" constitutes any task the user coulddo on the page – a link, a like, a share, a videoview, a form submission, a menu expand, orany other tap/click/swipe gesture.
15. Be AccessibleEnsure your content is available and visible formobile devices. Flash, frames, PNG-24images, and numerous plug-ins are notaccessible for mobile. Update your site withmobile-friendly alternatives like HTML5, jQuery,and JPG or GIF image formats.
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