This document discusses the advantages of creating native mobile landing pages optimized for mobile users rather than using responsive web design. Some key points made are:
- Native mobile pages can be much lighter, faster loading and optimized with a mobile-first interface, copy and calls-to-action compared to responsive pages
- With mobile ads or searches, the user is known to be on a mobile device, so pages can be tailored specifically for mobile
- Mobile users have different behaviors like vertical scrolling versus horizontal scrolling on desktop, so interfaces need to be optimized for mobile
- Testing and optimizing mobile pages independently from desktop allows for better measurement of mobile segments
14. Why do we do
landing pages?
To give visitors
exactly what they
want in context.
15. Why responsive design landing pages aren’t
necessarily best in a mobile context:
• Large assets loaded behind the scenes
• (In)visible content hard to conceptualize
• Different copy may be preferred
• Different CTAs may be preferred
• Conditional code complicated to manage
16. Mobile users are a different segment
than desktop users.
If you’re not optimizing
mobile and desktop/tablet
users independently, you’re
almost certainly confounding
your test results.
17. Advantages of native mobile landing pages:
• Super lightweight pages for speed
• Targeted copy and CTAs
• Thumb-friendly interface
• Mobile-specific features (geolocation)
• WYSIWYG design of user experience
• Independent testing of mobile segment
18. Taps, vertical scrolling, click-to-call,
swipes, and app installs are easy.
Pinch/zoom, horizontal scrolling, and
forms aren’t.
63. HTML5 Geolocation IP Geolocation
+ Highly accurate + No prompting
+ Privacy polite – Not very accurate
– Prompt required – Can be spooky
Mitigate downside by Mitigate downsides by
using cookies, delayed using as “default” in
interaction, and explicit location form fields in
geo-feature actions. less accurate settings.