Mobile rules the day or better said: mobile has been ruling the whole year of 2016 and is here to stay, to constantly evolve and to dominate the digital landscape in 2017, too!
It will continue to redefine the way users perform different actions online and it will definitely continue to reshape the way companies conduct their businesses online.
Implicitly, it has started to redefine the way online marketers are crafting their landing pages, too.
How are you adapting to “the new way” of designing landing pages? Have you gone beyond the “simply stacking content at mobile size” mentality? Have you started to approach content differently when you build your mobile landing pages?
To cut out the lengthy content? To reconsider the placement of your conversion elements, due to the limited amount of space at your disposal?
As you ponder upon the above questions and reexamine your previous mobile landing pages, scan through these 5 strategies bellow, strategies that we, ourselves, are using here, at our web development company in Toronto, strategies aimed at helping you convert your users on mobile:
1. Think Through Your Mobile Content
Content is (the almighty) king on mobile, too! Just make sure you don't “push it off” its throne by approaching it the wrong way.
Which is this “wrong approach” you say?
Not adapting your mobile content to your own specific area of activity and, therefore, to your specific target audience's expectations, as well!
Instead of “jumping on whatever's the most popular trend right now” when it comes to content's ideal length on mobile devices (some will say you should go for a 500-word, others for a 1000-word piece of content for your landing page), you should run some A/B test yourselves.
But that only after you've drawn some pretty logical conclusions from analyzing your area of activity and studying your target audience, too:
- Let's assume you run a plumbing company; well, then, my friend, you can't expect a user accessing your landing page (going through a pipeline leak “crisis”) to be willing to read a lengthy piece of content detailing various types of pipelines (let's say), before he/she will have scrolled down like a madman for finding your contact details. It's common sense deduction don't you think?
- Let's assume that you run a luxury goods company; considering your items' high prices, you should expect your potential customers to want to read detailed product descriptions, including all the details they need for making their final decision. You should expect them to want pictures, lots of pictures, which will help them visualize those expensive items from various angles, to read all about the lifetime guarantee that you provide and so on.
In one word: you can't just play by “what's most likely to happen” and you definitely can't risk guessing, either.
Just keep in mind the type of products/services that you're selling through your landing page!
Takeaways:
- A common sense rule is to place your conversion elements and important content as high as possible on the page, but not to be afraid to continue to deliver quality content and more information about your business bellow the “fold” at the bottom of your users' screens
- It's perfectly true that more often than not mobile users would stop with their scrolling (and reading) to he bottom of their screen
- But! There are also surveys revealing that if websites feature a user-friendly interfaces and engaging content (such as video content) they're more likely to keep scrolling down
- Shorten your paragraphs, more frequent paragraph break will help your mobile (potential) shoppers to easily “digest” your content. Remember that a paragraph of reasonable length on desktop will look awfully “crowded” when compressed for the mobile screens! Therefore: ease your reader's job and break your content into breaf paragraphs!
2. Consider and Prevent User Experience Barriers
As we've already relentlessly pointed out here, on our blog: user experience is and will be the main “generator” of online initiatives, strategies and plans impacting your business. You simply can't afford underestimating it!
How does the user experience factor shape your mobile landing page designing efforts?
Easily! It will challenge you to foresee that whole journeys that your users will take once they visit your landing page. It will also challenge you to to review it, beforehand, on multiple mobile devices and by asking the opinion of several users.
Now speaking of the user experience barriers that you should avoid, here are a examples:
1. Illegible Text on Mobile Devices
Don't just transition your text from desktop to mobile and consider your job done!
Make sure your text, once shrunk to mobile size, still looks legible. Is the font too small? How about the background color? Does it impair legibility or not?
Tip: your goal shouldn't be to keep your user “captive” on your mobile landing page, but to direct him/her on your primary Drupal website instead. Therefore, remember to make your logo visible and to provide footer links back to your site.
2. The Temptation of Using Interstitial Forms
No matter how tempting it might look to you to use such conversion tactics, resist it!
The result is sure to be a high number of users who'll instantly bounce off your landing page instead of that luring no. of converted users that you might have in mind!
Note: if on the desktop variant of your website it might be easier for your users to click the “X” for closing your newsletter sign up form, just imagine how frustrating this action gets on mobile. Your users might just assume that you will have specifically made it impossible for them to close your form and you can just guess how this will affect your conversion rate, right?
3. Faulty Responsive Design
Take your time (it will be well invested time) to think through how you'll stack all the elements of your landing page at a mobile size!
By doing so you'll avoid risks such as: users having to scroll down excessively in order to reach your “Contact” button or your form.
This will also allow you to apply the right layout adjustments for placing your contact form higher on the mobile-size page or for opting for a “Contact” button that remains visible on the page as the user scrolls down.
3. Don't Lose Sight of Your Goal: Conversions
It's not (just) for presenting your products/services, for “wowing” users or for “showing off” your design skills that you're building your mobile landing page! But for converting your users!
That's your main goal and you should steer all your efforts towards reaching it!
How do you do that “constrained” by the limited pace you have on a mobile devices' screen?
Here are a few tips:
- you keep in mind to place and to make visible a click-to-call button; remember that it's from their mobile devices that your users access your landing page and, therefore, they're far more likely to place a call for service than desktop users
- you keep in mind to place both a “Contact” button and a prominent contact form on your mobile landing page
- you keep in mind that your form's fields might get awfully shrunk and thus impossible to be tapped on when transitioned from desktop to mobile. Make sure to fix this issue!
4. Make Sure That It Loads “Instantly”
Remember that it's mobile users that you're reaching out to! They don't expect your landing page to load (just) quickly, but instantly!
Gather your team of web development experts and run some speed tests and then figure out how you could optimize your mobile landing page for a better performance!
You simply can't afford to underestimate this aspect!
5. Properly Test It Before Launching It
Without proper testing all your (mobile) landing page building efforts risk to be nothing but a waste of resources!
How do you run “proper” tests on your landing page? Here are some good practices for testing your landing page performance before launching it:
- You “recruit” your testers from both the Android and iOS users' communities; make sure to pick users owing different types of mobile devices for getting them to test your landing page
- You run A/B tests (you could use tools such as Google Analytics, Optimizely, Content Experiments) to find out which is the most efficient way of placing elements on your landing page
- You install a heatmapping tool (we recommend either Hotjar or Crazy Egg) to discover how far into the content your users would scroll down and what elements on your landing page they're more likely to engage with
And here is how you do it! Here is how you put together not just visually-pleasing, but also efficient mobile landing pages.
What other strategies have you been successfully implementing for converting your mobile users?
