Wednesday 13 November, 2013
The mobile web is the future of the internet. These days, people increasingly use mobile devices to find the information and products they need online. For marketers, it’s not enough to simply build PC landing pages. You need to build mobile landing pages with your customers’ surfing habits in mind.
The fundamentals of creating a mobile landing page are the same. You need a simple page that compels the visitor with a good offer and leads them to take action. However, there are some details that are different.
Shorter and Sweeter
A PC landing page needs to be short and sweet. Mobile landing pages need to be shorter and sweeter. For mobiles, it needs to be even more stripped down and it has to load fast. Mobile users have shorter attention spans than PC users and they can’t wait. Ditch the fancy bells and whistles.
No Pinching and Zooming
Focus on creating a good user experience. This means as little pinching and zooming as possible. Put the most important information at the top large enough that they can see it easily. When your mobile landing page offers a good user experience, you’re in control. When you make your visitor scroll, pinch, zoom and do a bunch of other stuff, you’re giving that control over to them, and they may decide instead to click away.
If you’ve ever had to enter a lot of text using a smartphone, you know that it’s no picnic. As a rule of thumb, you shouldn’t ask for more than name and email address on a landing page and this is even more important for mobile pages. Don’t make the user enter a lot of text information. Only ask for the minimum.
You have many different options when it comes to design, but for mobile landing pages and mobile websites in general, it’s best to go with a vertical layout. A vertical layout starts at the top and scrolls down. This is the easiest form of navigation for a mobile site.
For your search engine optimization, you may choose to go the local route. Mobile landing pages are great for local deals and offers because people are often searching for these deals on the go with their phones. You can also take advantage of geo-tracking features to offer localized deals.
Test and Test Again
Test your mobile landing page across every device your users might use and in both landscape and portrait view. Tweak your design elements so that they look good no matter what device is used.
The key to making a good mobile landing page is to perform A/B split testing. You won’t get it right the first time, but through split testing you’ll discover what design elements work best where. This is especially important for mobile landing pages because mobile users behave differently than PC users.