15 Mobile Landing Page Tips And Best Practices For Your Mobile Marketing And Advertising Campaigns

1. 15 Mobile Landing
Page Tips
www.imgrind.com

2. With the incredible adoption rate of mobile devices with full browsers, the
desktop is certainly in decline. Just take a stroll through your local best buy and
you will see that this is the case. The stores carry about 7 – 10 external
monitors, a couple video cards and one row of desktops. The majority of
floorspace is dedicated to laptops, tablets, and most importantly –
smartphones, and LOTS OF THEM.
Our world is changing rapidly with respect to how we get our information and
where we get it. That being said, more marketers are beginning to shift their
way of thinking towards a mobile mindset. Approaching marketing and
advertising on mobile devices is quite different than that of the desktop.
Today, we want to review some points on building your next mobile landing
page. Let's start with...

3. 1. Keep your mobile landing page
RESPONSIVE in its design:
You want to make sure that your page will
adapt to all different screen sizes and
resolutions. Also keep in mind that most tablets
and smartphones can discern if the phone is in
landscape position or portrait. Having a
responsive page will allow your landing page to
adapt to the format of the phone.

4. 2. Keep your landing page SIMPLE:
Don’t over-complicate your landing page! If you
find yourself overthinking your design, you
probably need to scrap it and start over.
Keeping your mobile landing page simple is
important not only for load times, which is ultra
important, but also to reduce abandonment
because you have overwhelmed the user’s
device with images and too much text.

5. 3. Clear call to ACTION:
Test your landing page on a mobile device
emulator and try, as best as you can to keep
your call to action “above the fold” – when
possible. Having your call to action visible
without having to make 5 finger swipes across
the device to get to the action will help your
CTR and conversion rates.

6. 4. Landing Pages Need To Be Fast
Your mobile pages should be lightweight (less
than 20 KB total) and minimally load in under 5
seconds. The top slowdown factors for mobile
pages are the number of requests (loaded
images, scripts, etc.) followed the number of
bytes (page size), so strategize accordingly.
Consolidate or eliminate scripts, resize and
save mobile-optimized images.

7. 5. Be Orderly
For smartphones, present a single-column
layout with the priority content at the top.
Mobile users are goal-oriented versus the more
benefit-oriented desktop users, so always
feature call-to-action task completion content
(e.g., click-to-call, find a store) "above the fold"
or within the top 100 pixels for smartphones.

8. 6. Avoid Pinching, Scrolling and Zooming
Phones can zoom in and out and scroll up,
down, left and right, but it’s much easier on
everyone if they don’t have to—especially if the
user only has one finger at their disposal. Make
sure your page loads neatly into a small width
and doesn’t require any zooming and very little
scrolling.

9. 7. Don’t Use Flash
Utilizing Flash, frames, etc is another big no-no
when creating your mobile landing page.
Rather, consider using HTML5 or jQuery
instead. These are both compatible with mobile
formats and help ensure that your content is
always available to your potential customers.

10. 8. Use Large, Thumb-able Buttons
Size matters when it comes to the buttons on
your website. Unlike a traditional desktop
experience, users type and browse with their
thumbs. For those of us with larger thumbs,
miniature buttons are particularly annoying.
More importantly, people aren’t interested in
zooming every time they click a link. Therefore,
consider using large, easily clickable buttons.

11. 9. Avoid Having Too Much Content
There is a fine-line between having too much or
too little content. For any mobile landing page,
this becomes particularly important since you
run into screen size limitations. Think about the
bare essentials. Create a clever and concise
call-to-action. Reduce text and bullets. Highlight
the top products/services. Remember, your full-
browser and mobile landing pages do not need
to be identical.

12. 10. Minimize Your AdCopy
Try to communicate your value proposition in
just 2 sentences or less. Text heavy landing
pages will nearly always hurt conversions.
Using excess text hurts conversions even more
when the page visitor is accessing the landing
page on a 4-inch screen. Limit your product
description on the top portion of your page to 2
sentences.

13. 11. Place Additional Benefits Below your
Call to Action
Value should already have been built by the
time the user’s eyes come across the Call-To-
Action. Most page visitors will have already
made a purchasing decision and won’t even
scroll down to the bottom of your page.
However, all users are different. Some users
require or want more details.

14. 12. The 44x44 rule
In order for users to be able to navigate your
site comfortably all CTAs need to be big
enough to easily click with a thumb. A CTA that
is 44x44 pixels should be large enough to
accommodate most people’s thumbprints, but
you also need to make sure there is enough
space around the buttons to avoid accidental
clicks.

15. 13. Short Forms Are Best
On a mobile device, users are on a mission
and if they must fill out long forms on their
smart phone, the frustration factor will get the
best of them and add to your abandon rate.
When it comes to mobile landing pages, think
short forms. Yes, gathering information is
crucial, but only get a few fields and then move
the user on to more important tasks.

16. 14. Be Action-Compelling
The purpose of the page should be obvious,
compelling and readily visible as an action. To
optimize landing page conversion, limit the
number of "actions" to three or less for mobile.
An "action" constitutes any task the user could
do on the page – a link, a like, a share, a video
view, a form submission, a menu expand, or
any other tap/click/swipe gesture.

17. 15. Be Accessible
Ensure your content is available and visible for
mobile devices. Flash, frames, PNG-24
images, and numerous plug-ins are not
accessible for mobile. Update your site with
mobile-friendly alternatives like HTML5, jQuery,
and JPG or GIF image formats.

18. For More Mobile Marketing
Tips And Strategies Visit:
www.imgrind.com