With the rise of mobile usage in recent years, mobile-friendly websites are no longer a bonus but a must-have. Here are our recommendations to create a landing page that will make your audience take action.
What makes a good mobile landing page?
1. Design for mobile
When building a landing page that will be viewed on a mobile device, it’s fundamental to think exclusively of the user’s experience on a mobile phone. Responsive websites that adjust your desktop-sized website into mobile-sized components just won’t cut it anymore. Your page has to be designed with the understanding that users are viewing the page on a small screen, on the go, with short attention spans. Keep your mobile landing pages simple, clean, organized, and mobile-focused.
2. Cut to the chase
Smartphone users typically stay on a mobile webpage for 15 seconds or less. That’s why it’s important to use compelling, concise that will engage and attract your audience within that fleeting time frame. Use bullet points to effectively communicate the main idea of your message; these also draw the user’s eye to make reading easier. Keep sentences and paragraphs brief, while also making use of appropriate font styling to help users identify significant information. Mobile readers rely on bolded text and big headers to navigate swiftly to new sections. Fonts should be large enough to be legible on mobile. Google recommends that the base font size should at least be 16 CSS pixels.
3. Optimize for fast load
Not everyone will be on a fast internet connection when viewing your mobile landing page, so your page should load as rapidly as possible. Research shows that 40% of consumers will leave a page that takes longer than three seconds to load. As page load increases, so does bounce rate. To improve load speed, images should be compressed and scaled for mobile.
4. Highlight your Call-To-Action (CTA)
According to a 2018 survey conducted by Nielsen Norman Group, mobile users spend 57% of their time on information that’s “above the fold,” or placed on the page where it’s visible without scrolling. The study also found that there’s a sharp decrease in attention as a user scrolls further down the page. Knowing that, it’s crucial to include your main selling points on the top section of your page, and less important, but informative or relevant, information further down.
Present a clear message to your audience by specifying how to move forward if they are interested in your product or offer. It’s vital that the statement on your CTA button creates a sense of urgency and encourages your reader to take action right away. Use language like “Call Now”, “Learn More”, “Apply Now”, etc.
5. Have a call and directions button
Today’s smartphone users want to get information as quickly as possible. If the key data they’re looking for is not included on the mobile site or is a few steps away from the main landing page, people might simply give up on their search. That’s why it’s imperative to have call and directions buttons on your landing page to help users get the details they need. If visitors call your branch or customer care center, it means they’re already past the consideration phase and are interested in the product or offer you’re advertising. Giving potential customers the option to call motivates them to engage and connect with your bank’s representatives. A directions button is also necessary in order to generate foot traffic towards your branches.
Make sure these buttons are clear and visible at all times. A good way to do so is by using sticky navigation on your landing page. Sticky navigation is a menu that is locked into place as the user scrolls through the site.
6. Don’t make users work too hard
The goal of a mobile landing page is to drive conversions. No one wants to pinch and zoom in to read about a product or scroll down because there is too much content to go through. Filling out a form with 10 fields is also frustrating. All these will make your potential customers lose focus and leave your site. A mobile landing page should be give users the message immediately or help them complete tasks with minimal effort.
7. Design a visually appealing site
It goes without saying that a good mobile landing page must be visually appealing to draw users’ attention. Using high contrast colors makes the webpage eye-catching and incites users to stay longer. Also, since you don’t know in what lighting condition your visitor is reading, avoid low-contrast colors, which are hard to read in bright or low light. As users are led from your ad to the landing page be sure to use matching colors, fonts, and images to keep the experience consistent. Smart use of white space makes a webpage look modern and aesthetically pleasing. Keeping adequate space between elements makes it easier for users to scan the page quickly and keep accidental clicks to a minimum.
8. A/B Test
The only way to fully know what works for a specific campaign is to A/B test a few options. A/B testing is easier than it sounds; simply make a copy of your campaign landing page, change one attribute, and analyze the results from each to find out which was more effective. For example, try changing the CTA buttons and track your landing page actions. Does “Apply Now” work better than “Learn More?” Provide your audience with the landing page that seems to be more engaging.
It is only through consistent refining and optimizing that a mobile landing page can achieve great results, but applying these best practices to all these to your mobile pages will definitely help you snag a higher volume of conversions.