Optimize your mobile landing page to increase conversions and eliminate distractions.
Mobile use is on the rise. Consumers choose mobile devices over desktop computers for social media, online shopping, and entertainment now more than ever, and where consumers go marketers follow. While it could be argued that marketing has always been mobile in a sense (an attempt to find and convert consumers wherever they may be), we’ve entered an era where mobile marketing optimization is a must.
Here are three tips to help you streamline and optimize your mobile landing page:
1. Three C’s for Strong Mobile User Interface (UI)
If the elements of your mobile landing page were candy, you’d want them to be fun-sized and sugar-coated. Meaning, think small but leave a “must have more” impression when it comes to your UI. You have only so much space to work with on a mobile landing page, so make the most of yours by following the K.I.S.S. principle of design – keep it simple, stupid.
Clean: Don’t weigh down your landing page with too many variables or it looks unfocused. Determine which elements are essential, cut away the fat, and you’ll be left with a lean, attractive landing page. Make the most of white space and optimize text and links for mobile display without overcrowding.
Clear: Can users find your navigation menu? Is your call-to-action above the fold? Make it easy for users to understand what they’re seeing.
Concise: Be brief. Landing page copy should be short, powerful, and valuable without losing the message. Confusion is a conversion killer.
As for effective mobile design, simple doesn’t mean stupid. Quite the opposite. Albert Einstein said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.” The simpler and more digestible you make information on your landing page, the easier it is for consumers to convert.
2. Responsive and Adaptive Design
What your mobile landing page looks like (UI design) and how it works (UX design) are two different-yet-symbiotic elements. User experience (UX) is subjective, but it’s your job to move UX design as close to one-size-fits-all as possible. One way to do this is with responsive design implementation. Responsive design ensures that your mobile landing page will stretch, shrink, or re-size to fit any screen, which is vital for users on the go. Mobile devices come in all shapes and sizes, and your mobile web design needs to be responsive. You want your mobile landing page to present properly no matter the device, from the iPhone to the iPad, and responsive design is the solution.
That said, sometimes responsive design isn’t the only answer. Rather than resizing for one-size-fits-all, adaptive design delivers only the most crucial elements, stripping out non-vital bits of information to present a clear, concise look specifically meant for mobile. Smart marketers take advantage of both responsive and adaptive design.
3. Avoid Mobile Pitfalls
In a mobile development world of dos, it’s easy to forget the don’ts. Remember, what works on a full-page desktop display doesn’t translate 100% to mobile, and it’s important to avoid mobile web design pitfalls. Through the use of responsive and adaptive design, paired with a clear call-to-action, the transfer from desktop to mobile should be flawless.
- Ditch the mobile sharing buttons to minimize distractions.
- Avoid flash and media scripts that don’t display properly on mobile.
- Use very few images or your mobile load times will suffer.
- Avoid wordiness. Remember, clean, clear, and concise is your goal.
Mobile landing page optimization won’t happen overnight. It takes time and testing to elevate your mobile presence, but the work you put in pays off when users navigate your mobile site with ease.
Test and Test Again
Just like successful web design, mobile web development requires a constant “implement and test” mentality. Mobile technology and its use are evolving at a remarkable rate, and it’s your job to keep up. Test, test, and test again to ensure that your mobile landing page is optimized for maximum conversion. When it’s perfect, test it some more.
