By: Piers Ede, Barefoot SEO
While responsive design creates websites intended to function on both regular computers and mobile devices, it’s still an attempt to kill two birds with one stone. Smarter businesses are now realising that this solution has its flaws, and the more intelligent option is to simply build an alternate site specifically for mobiles and tablets. Studies prove that well-crafted mobile sites convert far better than their responsive counterparts. Using cutting edge technologies like Html 5 or Webkit, you don’t have to plan for backward compatibility with older desktop browsers, and you can focus on only loading the information your mobile user needs, such as smaller pictures, CSS and Java. All in all it’s a better user experience and hence a superior marketing solution. It’s worth remembering mobile users are using the web with generally different goals in mind than the desktop surfer: generally focussed on problem solving and information searches. With this in mind, your mobile landing page offers a fantastic opportunity to tailor your information to the specific needs of the user on the move.
- Loading Speed—Loading speed remains a key factor for mobile users, many of whom will be frustrated by slow signals while on the move. Mobile landing pages with a slow load will experience enormous drop out rates so make sure your page loads up in well under 5 seconds.
- Call to Action—As with conventional websites, users respond well to clear instructions and strong prompting. Particularly in the solution-oriented searches favored on the mobiles, you need to set your page up as the answer to someone’s problem, with a clear reason for them to take action.
- Geo-Targeting—If you’re offering a product or service, you need to tell your customers where and how to find it. Using Geo-targeting you have the option to show your prospective customers the nearest store location, offering them GPS data to help them get there. If someone’s on the motorway, for example, and you’re offering a hotel room this kind of solution converts astonishingly well.
- Brevity—When writing your ad copy, don’t forget to tailor your words to a smaller screen size. Just keep it short! Convey the essential points in precise language, add a few salient icons or images and you’re done.
- Font Size—Again, Keep your font to a minimum of 16px to help people read what you have to say. Once you’ve coded your page, check it on as many devices as you can for readability and impact.
- Clickable—The biggest error we see in mobile landing pages is when people haven’t made either their phone number or email clickable. If a user is searching for your services and you make them reach into their bag to find pen and paper, you’ll lose 90% of them. If you offer a clickable number and prompt them to call you right now your phone will be ringing off the hook!
- Don’t Trust, Test—Split testing is a must for working out what’s going to work and what isn’t on your mobile landing page. Designing five pages and testing them side by side may be expensive and time-consuming, but think of the knowledge you’ll have earned when you’ve done it; knowledge which will convert to profit for a long time to come.
Piers Ede is owner of London-based Barefoot SEO: a content marketing and digital search agency.
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