the smartphone we carry around in our pocket every day is one of the world’s greatest technological achievements.
Within a decade, every man, woman, and child now have access to a supercomputer that instantly connects us to our loved ones and the brands we love.
Although smartphones have drastically reduced our attention spans. It’s human nature to be distracted. That’s why we as marketers need to adjust how we communicate our message, especially now that more than half of all online use is on mobile.
That’s why mobile landing page optimization is crucial.
If you don’t, then you’re passing up a sale from a someone that would likely benefit from your product or service — whether they click-through from an email they’ve subscribed to, or find your site through search.
What drives a person to convert is psychological, rooted in a need to address a pain point, but it’s also visual because our favorability comes from years of companies using trial and error to optimization.
That’s why you need to impress leads and prospects quickly if you want a conversion.
Follow these 10 conversion tips for mobile landing page optimization for noticeable results:
Get to the Point
The best email marketers use what’s called a “blink test.” Essentially, a person determines the purpose and value of a page within a second or two. So, if it’s conversion you want, blow them away…
Your title is the most important so keep it concise, include the CTA and an arrow to encourage them to scroll to read further if they still need convincing.
Also, if you’re going to include an image above the fold, it MUST be as telling of your product/service as the title because otherwise, it’s just taking up valuable space.
If they’re scrolling, it’s a sign that they just need a little push so explain in layman’s terms how what your brand is a direct benefit to their goals. However, you don’t want to put them off with a wall of text – write short and medium sentences with casual language in paragraphs comprised of one or two sentences each.
Ask them to Call You
They’re already on their mobile, so why not ask them to call you? By including a CTA that automatically has the lead call a sales representative, then you’re reducing friction in your sales funnel.
Tips for click-to-call (CTC):
- Use action words like “CALL NOW” or “TAP TO CALL” in your click-to-call
- Include international calling code
- Include a phone icon next to the CTC
- Display customer service hours
- Include your phone number in the alt text
No Social Buttons
Although social buttons are great for keeping leads engaged and delighting customers, it’s a distraction when you’re talking business. Don’t give the prospect or lead the option to click
off the landing page before they convert.
Instead, consider including social buttons on the “thank you” page because it’s a great way to encourage the lead to read more about your company.
Thanks to the GPS in our smartphones, a mobile user’s location can be determined with an accuracy of 5 to 20 miles (8 to 30 km).
This is ideal for those with brick-and-mortar stores for personalizing
relevant content based on location-specific offers.
Personalization through geo-targeting can also be used to customize headings based on a user’s location, provide relevant maps, and automatically populate forms with location information for faster submissions.
Zooming in so you can read the tiny text? “Ain’t nobody got time for that!”
Google recommends you include a font size of 16 pixels, which is ideal for reading on mobile from arm’s length. You should also A/B test simple color palette’s, which you can do on most enterprise email platforms, to create a contrast between text and background.
Optimize Page Load Speed
A slow page is the worst because it causes a user to bounce without ever reading your offer. In fact, a study by Soasta found that pages with an average load speed of 2.4 seconds had a conversion rate of 1.9%, which is close to the desktop average of 2-3%. If the page were a second slower, however, there was a 27% decrease in conversions.
A major factor in load speed is images so scale them to the size that fits the screen. You should also consider reducing the size of your HTML and CSS files by 50-70% through compression.
Use White Space with a Purpose
Large blocks of texts are intimidating to a user because they’re given an ultimatum on whether or not to make a commitment of their time. However, if you use too much whitespace, then the user will be endlessly scrolling to read your message.
That’s why you need to a strike a balance with white space. This is especially important for forms which require an appropriate amount of space between fields – usually ¼ inch.
TEST, TEST, TEST
The most important advice I can give to any marketer is to conduct A/B split testing. With
Maropost’s digital marketing platform, you can easily build, launch, and test your landing pages. To test that your landing page is optimized for mobile, use varvy.com/mobile.