Mobile users are shopping and searching for information on their phones more than ever. In fact, over 50% of people use their phone as their primary source to find information and 59% of mobile users accept mobile ads as they would TV or online ads.
Due to this boom in popularity, mobile ads and landing pages can no longer be treated similarly to desktop advertising. Mobile users expect fast response time, clear directions, and optimized web pages.
To increase conversions when a mobile user clicks on your ad, your landing pages should offer the same simplicity and ease of use. The following are a few reasons mobile landing pages lead to greater conversion rates for mobile ad campaigns.
Mobile Landing Pages Save Time
A landing page built for desktop users may contain images, video, and creative content which are slow to load for mobile users. While a desktop user may browse this information, a mobile user doesn’t have the time or patience to wait and zoom in or scroll on a small screen.
Mobile landing pages load faster when they don’t contain Flash or large images. If your landing page causes a mobile user to wait more than 5 seconds to load – your chances of losing a lead increase. More sobering, a one-second delay can equal a 7% loss in conversions.
Keep in mind, a mobile user could be browsing from Wi-Fi, 4G LTE, or 3G services. The faster your page loads on the slowest service, the better off you’ll be when users browse on faster services. To know where you stand, test the speed of your site by using Google’s PageSpeed Insights.
Mobile Landing Pages Contain Brief Content
Desktop landing pages load slow on mobile devices mainly because they contain more information than a mobile user needs. When a mobile user clicks on your ad and is taken to your landing page, the content should include your keywords, but keep it brief. They should know on one page what you’re offering and what action they need to take.
Titles for mobile landing pages should be short with 3-4 words and bullet points reduced to two or three. Fast loading images can be used, but should not fill the whole page and distract a user with too many features.
A mobile landing page written in the voice of the customer with brief content will engage the mobile user and lead to higher conversion rates.
Mobile Landing Pages and Calls-To- Action
On desktops, users may click “Download Now,” but this call to action doesn’t apply to mobile users. Your CTA on a mobile landing page should be clear, immediate, and accessible on the first page.
A mobile landing page may include multiple CTA buttons such as “Shop Now” or “Call for info”. A “Call Now” button is unique to mobile landing pages and provides clear direction to gain an immediate response.
To generate mobile leads, keep requests for information simple such as their name and email. Mobile users are less likely to complete long forms and provide extensive information.
By optimizing your landing page to be mobile-friendly, you’ll gain the trust and attention of mobile users by marketing specific to their needs.
The number of mobile users is growing daily and cannot be ignored. To increase conversion rates on your mobile ads, a mobile landing page is likely necessary. Faster load times, simplified content, and specific calls-to-action for mobile users will increase your authority in the market and increase the quality of your leads.
Photo credit to William Hook.
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