The Quest for Awesome Mobile Landing Pages
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Scott Brinker's Presentation from SMX East Conference.
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The Quest for Awesome Mobile Landing Pages
- 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 be'er 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
- 10. 11.5% increase in CTR
- 12. • Bid differently • Define a separate mobile budget • Test different keywords • Write mobile-‐specific ad text • Use mobile-‐specific landing pages
- 13. Scenario #2: QR codes
- 16. Something be'er may replace QR codes, but will sLll be a mobile context.
- 18. These are scenarios where we know the user is on a mobile device.
- 19. These are scenarios where we know the user is on a mobile device. But why should we craM mobile-‐specific pages for them?
- 20. Why do we do landing pages?
- 21. Why do we do landing pages? To give visitors exactly what they want in context.
- 22. 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
- 23. 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.
- 24. 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
- 25. Taps, verLcal scrolling, click-‐to-‐call, and app installs are easy. Pinch/zoom, horizontal scrolling, and forms aren’t.
- 26. Marke9ng > Content
- 27. Heresy!
- 28. Marke9ng > Content Good content is important — but there is more to marke9ng than good content.
- 29. Put another way: don’t forget the marke9ng in content markeLng.
- 34. Be'er: targeted mobile landing pages for specific high-‐value searches.
- 38. Serves: e-‐commerce opLmizaLon, store locaLon, and brand building.
- 40. “Judge me by my size, do you? Hmm?”
- 41. “Judge me by my size, do you? Hmm?” Um, yes.
- 47. h'p://tools.pingdom.com/fpt/ ? What’s weighing your pages down?
- 48. Yoda was wicked fast.
- 49. But won’t 4G make all these speed concerns irrelevant?
- 54. Mobile landing pages can be small and fast… but sLll make a visceral impact.
- 60. Even interacLve content such as a — gasp! — rotator can be mobilized. * * (Super lightweight and without Flash, of course.)
- 72. What’s the best way to determine locaLon?
- 73. 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.
- 74. IP geolocaLon accurate to within 25 miles but only 81% of the 9me in the U.S.
- 81. Why accurate geo-‐ locaLon ma'ers.
- 92. You should do test more than mobile vs. non-‐mobile segments. A/B test mobile-‐specific ideas.
- 93. Source: MarkeLng Leadership Council of Corporate ExecuLve Board 2012
- 94. Source: MarkeLng Leadership Council of Corporate ExecuLve Board 2012