It’s no secret that mobile marketing is one of the biggest trends in the marketing world today. Even direct marketing purists are beginning to incorporate mobile into their marketing strategies, because there is no denying that consumers are accessing web pages and making purchases directly through their mobile phones in astonishing numbers. That being the case, it is more important than ever to make sure that you create mobile landing pages that are optimized for conversion, especially if you are running a marketing campaign that features a QR code. Don’t let those mobile visitors slip away because you weren’t prepared for them! Here are 5 tips to ensure that doesn’t happen.
1. Fast Loading Time
One of the single most important things you need to consider when designing a mobile landing page, (and mobile sites in general), is the loading speed. Mobile users have notoriously short attention spans, and if your landing page loads slowly, they simply will not wait around for it. This means your mobile landing page needs to load in 5 seconds or less – any longer and visitors simply will not wait. Make sure your image file sizes are as small as possible, and consider asking your web developer to use image sprites. Your web developer should also be able to find additional ways to optimize your code for performance, so utilize them.
2. Text and Button Size
Mobile visitors don’t like zooming in to read information on their phones, so make sure the text on your mobile landing page will be big enough to be legible right from the get-go. You also need to make sure any buttons on the page are big enough for smartphone users to press them using their fingers. If they need to manipulate the page in order for your message to be apparent, or for the landing page to be usable, chances are you will lose quite a few potential conversions.
Don’t overwhelm mobile visitors with huge blocks of text on your mobile landing page. Mobile visitors are usually browsing on the go, and generally don’t have the patience to wade through too much information. Keep it simple and only give visitors the bare minimum of what they need to know. The same goes for any forms on your mobile landing pages. Typing on a smartphone is more difficult than typing on a keyboard, so don’t force people to type out every personal detail. Ideally, mobile forms should have no more than 6 fields, but in all honesty, the fewer the better here, so if you can get it down to 3 or even 2, don’t hesitate.
4. Keep the Call-to-Action Visible
In an ideal world, all calls-to-action on mobile landing pages would be featured prominently above the fold. That means visitors would not have to scroll down to see the CTA, which makes them much more likely to act as a result. If this is a possibility for you, then you should absolutely take advantage of it. However, sometimes keeping the CTA above the fold is simply not possible; if this is the case, try to provide some sort of teaser to get people to scroll down to see the CTA. Here are some tips on writing effective calls-to-action.
5. Utilize Local Personalization
One of mobile’s huge strengths is its capacity to incorporate a user’s location into their browsing experience, even if they have not explicitly chosen to make their location known. If your business has an even remotely local aspect to it, your mobile landing page should absolutely reflect that. Tell customers where your nearest store is, highlight events happening near them, use regional slang that they’ll identify with… There are endless possibilities on this one.
Mobile marketing is all about usability and simplicity, and your mobile landing pages should incorporate these elements whenever possible. Making your website mobile-friendly is a great first step, but creating specific mobile landing pages is where your business will really shine, especially since direct mail and mobile marketing are being used in conjunction with each other more and more. Mobile seems to be here to stay, so it’s time to adjust our tactics and make sure we’re not alienating potential consumers.
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