This document discusses the advantages of creating native mobile landing pages optimized for mobile users rather than using responsive web design. Some key points made are: - Native mobile pages can be much lighter, faster loading and optimized with a mobile-first interface, copy and calls-to-action compared to responsive pages - With mobile ads or searches, the user is known to be on a mobile device, so pages can be tailored specifically for mobile - Mobile users have different behaviors like vertical scrolling versus horizontal scrolling on desktop, so interfaces need to be optimized for mobile - Testing and optimizing mobile pages independently from desktop allows for better measurement of mobile segments

1. The Quest for
Awesome Mobile
Landing Pages
by Scott Brinker
@chiefmartec

2. Responsive design is wonderful.

6. Responsive design is wonderful.
But are mobile native landing pages
better in some cases?

7. Heresy!

8. Responsive web design is great when we
don’t know if the respondent is mobile.

9. But what about scenarios where we
do know the user is mobile?

10. For instance,
when they
click on a
mobile ad

11. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

12. So we know that the user is on a mobile
device.
But why should we craft
mobile-specific pages for them?

13. Why do we do
landing pages?

14. Why do we do
landing pages?
To give visitors
exactly what they
want in context.

15. 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
• Conditional code complicated to manage

16. Mobile users are a different segment
than desktop users.
If you’re not optimizing
mobile and desktop/tablet
users independently, you’re
almost certainly confounding
your test results.

17. Advantages of native mobile landing pages:
• Super lightweight pages for speed
• Targeted copy and CTAs
• Thumb-friendly interface
• Mobile-specific features (geolocation)
• WYSIWYG design of user experience
• Independent testing of mobile segment

18. Taps, vertical scrolling, click-to-call,
swipes, and app installs are easy.
Pinch/zoom, horizontal scrolling, and
forms aren’t.

21. Marketing > Content

22. Heresy!

23. Marketing > Content
Good content is important — but there is
more to marketing than good content.
Marketing is not (just) publishing.

24. Put another way: don’t forget the
marketing in content marketing.

26. Good: mobile website.

29. Better: targeted mobile landing pages
for specific high-value searches.

33. Serves: e-commerce optimization,
store location, and brand building.

35. “Judge me by my size, do you? Hmm?”

36. “Judge me by my size, do you? Hmm?”
Um, yes.

39. http://tools.pingdom.com/fpt/
What’s weighing your
pages down? ?

40. Yoda was wicked fast.

41. But won’t 4G make all these speed
concerns irrelevant?

43. http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

44. http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

45. Mobile landing pages can be small and
fast… but still make a visceral impact.

50. Even interactive content such as a —
gasp! — rotator can be mobilized. *
* (Super lightweight and without Flash, of course.)

62. What’s the best way to determine location?

63. HTML5 Geolocation IP Geolocation
+ Highly accurate + No prompting
+ Privacy polite – Not very accurate
– Prompt required – Can be spooky
Mitigate downside by Mitigate downsides by
using cookies, delayed using as “default” in
interaction, and explicit location form fields in
geo-feature actions. less accurate settings.

64. IP geolocation accurate to within 25
miles but only 81% of the time in the
U.S.

70. Why
accurate
geo-
location
matters.

71. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

72. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

73. http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

75. You should test more than
mobile vs. non-mobile segments.
A/B test mobile-specific ideas.

76. Source: Marketing Leadership Council of Corporate Executive Board 2012

82. Constraints inspire creativity.