Over the past few years, the market share of mobile traffic has inexorably marched upwards, eating away at desktop traffic. 2017 represented an inflection point, with mobile traffic surpassing desktop traffic for the first time ever. And in February 2021, mobile made up 55 percent of all web traffic. If you have an online business, mobile is just too big to ignore.
It’s essential to make sure your business is mobile-ready. But when it comes to landing pages, it’s not as simple as changing the size of your images and text.
Mobile devices have different usage scenarios than desktops. You need to take into account when, where, and how people might be viewing your website on their phone – as well as their emotional state. All of these things will determine their experience on your landing page and how willing they are to buy your product.
With this in mind, we’ve compiled a list of advice for putting together a great mobile landing page that will help your business get on the right track.
If you’re running SEM campaigns to drive traffic to your landing page, you’re definitely targeting people who have more than a passing interest in your product or service. Since they’ve already exhibited intent by searching for your product vertical, you can simply put an information collection form front and center on your mobile landing page.
Visitors who arrive at your page through SEM ads will be more inclined to fill out your form, and you won’t waste their time by requiring them to wade through lots of marketing copy. Sometimes, the direct approach works best.
Remember that whenever possible you should give people something in return for their information. A white paper, exclusive report, or ebook will provide an additional nudge to get them to sign up on your site.
Brevity is power. One of Mark Twain’s most famous quotes highlights how challenging it is to keep your content short: “I didn’t have time to write a short letter, so I wrote a long one instead”. If you want to make a great mobile landing page, you’ll need to take this to heart.
Mobile devices have limited screen real estate, so you have to be smart about your copy. Ideally, boil it down to just one important message, and one or two clear CTAs. After your customers venture past the landing page further into your website, then you can offer more specific details.
Just like the above point about keeping your copy brief, you’ll want to ensure that the image on your landing page is strong, clear and impactful. Since you only have a second or two to make an impression, it’s essential that you lead with an image that fits your brand and isn’t confusing or distracting.
When choosing an image, keep in mind that people may be viewing your site on a range of devices with different screen sizes. Your image should be clear – both in terms of sharpness and content – no matter how big or small the device’s screen is.
Some of the most successful mobile landing pages use images of products. This is especially true in the case of e-commerce pages. But if you’re in the SaaS or insurance space, for example, your image should focus on the benefits that your product or service brings to customers.
We know that there’s a lot to unwrap when it comes to mobile landing pages, and we hope that this primer serves your business well. For more guidance on digital advertising and marketing, remember to check back in on the MediaGo blog.