8 elements you must have in mobile landing pages
Mobile ad campaigns are very different from desktop ad campaigns and advertisers who have largely been used to advertising on desktop, find it to be a small learning curve when they start doing mobile ads. We are specifically talking about non-app install campaigns here because app-install campaigns require a different approach.
Over the last 4 years, we’ve seen lead counts from desktop ad campaigns decrease significantly in comparison to leads from mobile ad campaigns. This makes sense as more and more people start spending more time on the internet on their phones. However, it is important to note that the difference between their involvement when they visit a site on their phone and when they do it on their laptop.
Typically, mobile users do more casual browsing than laptop users. The attention span is lower on the mobile as usage is often on the go and there are many more events that can cause distraction like message notifications, calls, etc. Browsing speed is also not always consistent while traveling because of low network areas. This may lead people to believe that a website is slow when it is not in reality. There are also many different devices people access content from that can be hard to code for, even with a responsive template.
Several such factors like this make mobile campaigns more complicated than desktop ones. Here are a few things to note when creating a mobile specific landing page:
1. Short forms – People hate filling out forms on the mobile. Asking them to fill more than 3 fields is essentially asking them to go against their natural instinct to avoid anything cumbersome. To make this less painful to the user, map the form fields to the correct field types so the browser auto-fill can work. Also user Google, Facebook, Twitter and Linkedin one-click logins and wherever possible, auto-fill information. For example, city can be auto-filled from the IP information but the user can change it if he wants to. Desktop elements like lightboxes also don’t often render well on mobiles so they need to be tested thoroughly across android and iOS devices.
2. Click to call – One of the best ways to deal with this to a “Click to call” button on your landing page. When someone clicks on it, it opens their phone app with the number pre-loaded and they just need to press the dial button to initiate the call. However, before providing “click to call” functionality, it is important to ensure that your sales team is equipped to handle the volume of incoming calls and you have a process to track and analyze incoming call traffic. The first issue can be dealt with by having a tele-sales executive that screens the call and passes on good quality leads to the sales team.
4. Positioning your CTA – A practice that’s encouraged on desktop landing pages is to have the lead capture form on the first fold. However, on a desktop you have a lot of real estate to talk about your product or service, while on a mobile you don’t have that sort of luxury. Our best conversion rates have been when we used the first fold on the mobile to talk about the offering, followed by the the form with additional information such as testimonials, past performance, etc below it. After each section, a CTA button worded so that it is relevant to the section helps. For example, after testimonials, you could have a button that says “Join India’s fastest growing club of investors”. Clicking on these buttons should bring the viewer back to the form. While people don’t mind scrolling on mobile as much as they do on laptop, attention span on the mobile is limited and keeping your form after a few folds can hurt conversions.
5. Responsive vs mobile only – One of the ways to reduce the impact of these factors is to have a different mobile site and landing page instead of a responsive website. Granted, its twice the effort but if user experience is important, the added user interaction benefits more often than not, outweigh the additional costs.
6. Vertical images – Often banners, charts, infographics and other images are designed on the desktop keeping the desktop screen resolution in mind. These don’t necessarily translate well to mobile because unlike your desktop screen, the mobile screen is vertical. A lot of the times, content heavy images are hard to read on the mobile and lose their impact. Anything expressed through images on a mobile landing page should look like it was created for the mobile, whether you use a responsive landing page or a mobile-specific site.
7. Condensed but clear content – This boils down to the attention span on the mobile again. While people consume a lot of content on the mobile, short form content works much better than detailed explanatory content. The important point you have to keep in mind when designing mobile landing pages is that people don’t tend to do a lot of research on the mobile. Your aim is essentially to get them intrigued enough to speak to you.
8. Low-involvement call to action – People rarely spend a lot of time going through a landing page on the mobile so you want to make it easy for them to take an action. Low cost impulse purchases do really well on the mobile whereas expensive items that require a lot of research, not so much. B2B purchase decisions are rarely made on the mobile as well.