I’ve talked a lot about landing pages before at LeapGo, and that’s because they are an integral part of CRO. If you’re a regular reader, you’ll already know how every little detail can make a difference to your conversions. But one thing you may be wondering about is how mobile landing pages differ from their desktop counterparts. Mobile obviously makes up a massive part of CRO these days—and there is a whole new set of rules to play by when it comes to landing pages. So here are some of the key points you should be focusing on when you optimize a landing page for mobile devices.
Short Copy Wins the Day
Attention spans are short online—and they are even shorter on mobiles. That means there is even more reason to get straight to the point in as few words as possible. Be aware that while your headline may look reasonably short on a desktop, as soon as it appears on a mobile device it could take up half of the screen. As a result, you should always check how your headline looks on the mobile version of your landing page before the page goes live—and if necessary, rewrite it. This goes for the rest of the copy on the page. Only write as much as you need to in order to get the conversion, and be especially aware of the fact that mobile readers are probably less likely to want to read through a lot of info.
Responsive Is Not Always the Answer
I’m always going on about responsive design and why it is becoming an almost essential part of web design. But landing pages are one area where just making your page responsive is not always the default option. Don’t take this to mean that responsive landing pages are not the right option for you. Many high-quality landing pages are responsive, and they look amazing on mobiles. For example, we love using Unbounce for our clients, and part of this is down to their fantastic selection of landing page themes, many of which are responsive.
However … with a responsive design, be careful about simply shrinking your desktop page down to mobile size. If the whole flow of your page is desktop oriented, this may not transfer well to your mobile design. There are two solutions: Design your landing page with a focus on mobile first; or design two separate landing pages for desktop and mobile. There is no right answer, and it may take a bit of experimentation to get right.
Make Conversions Super Simple
As an experienced marketer, you’ll already know to keep your conversions simple on landing pages. And this is even more important on mobile devices. Don’t make conversions all about buying your product directly or entering lots of details in your form. Instead, focus on a more realistic goal like collecting leads. This means keeping your forms short, reducing the number of fields to the absolute minimum you need, and reducing friction for the user. You might also want to replace the email fields with a social login that requires a single click, simplifying the process further.
This is all down to understanding what motivates mobile users. Mobile and desktop users have different goals. Their expectations change between devices, and understanding this is essential designing your page in the most effective way. One of the big differences is that mobile users are often not ready to buy. Buying decisions are still more common on desktops, where people feel more comfortable, especially when making larger purchases. Mobile users, on the other hand, are often in research mode, and you should base your landing page around this.
Consider Using “Click to Call”
Another way to simplify conversions is to use a “Click to Call” for your CTA. This won’t be appropriate for all landing pages, but if it works for you, it’s well worth a try. By inserting a “Click to Call,” you can reduce friction even further on your page. One tap will be all it takes to convert, and that’s worth testing.
Optimize for Speed
You don’t need anyone to tell you that faster page loading times are an essential part of CRO. However, this is worth mentioning again with mobile landing pages because there’s a greater chance that the mobile user will have a slow connection. Despite the growth of 4G, connection speeds still vary, and your landing page could load slowly as a result. You can’t control your target’s connection speed, but you can make your page as quick as possible by optimizing your images, using scalable vector graphics, and more. A good designer will know all this, but make sure you emphasize the point.
What About Above the Fold?
The above the fold is valuable real estate on a desktop web page, and you’ll often hear about how essential it is to make the most of it. But what about on mobiles? One thing about mobile users is that they are more open to scrolling down the page. In fact, when we use our mobiles, we understand that we are often expected to scroll more of the time when we land on a page.
That means you may not have to worry too much about the above-the-fold design. Sure, you should still focus on grabbing attention, and you should not force your targets to scroll more than is necessary to reach the CTA. But the whole notion of above the fold is not as essential as it is on desktops, which is something to think about when designing your page.
Test All the Above
As always, test everything. The above are best practices to get more conversions from your mobile landing pages, but you will never know until you test them. In addition, test all of the other factors of your landing page, just as you would with your desktop version. If you are using a tool like Unbounce, A/B testing is easy to set up, and you will always find out interesting data that will help you increase conversions.
The thing to take away from all of this is that the last thing you want to do is focus on a desktop landing page and then hope that the mobile version will perform just as well. They are two very different things, so take this into account when creating your campaigns.