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Why You Need a High-Converting Mobile Landing Page & How to Create One
So, you’ve created a schmick landing page with all the bells and whistles for your latest campaign, but have you considered the design for both desktop and mobile?
The desktop’s smaller-screened counterpart can often be overlooked in the design and development phase, and we can’t stress how detrimental this can be to your landing page’s conversion rate.
According to data collected by SaleCycle, 65% of online traffic comes from mobile users, with only 35% from desktop. It’s no surprise that this gap is only growing, and your campaigns are predominately going to reach leads when they’re using their smartphones.
Now you’re thinking, but why can’t I just use the same landing page for desktop and mobile?
Let’s take a closer look!
The difference between desktop & mobile landing pages
In the perfect world, you’d simply shrink down your design and voila, you have a mobile landing page. Unfortunately, all this will do is send your bounce rate through the roof.
First and foremost, you need to think about the user. Mobile and desktop users are different and should therefore be targeted differently. A mobile landing page will likely attract users on the go, meaning the page needs to cater to a shorter attention span. The information on your mobile landing page should be short, punchy and to the point, with a relevant call-to-action. You can achieve this by shortening the journey for your mobile customer, for example, including the contact form on the landing page, rather than getting your user to click through to a new page.
What are the main culprits of high bounce rates on mobile landing pages?
Slow load time is the biggest killer. While we’d all like to think of ourselves as patient individuals, the reality is, we can’t bear waiting longer than five seconds for a web page to load- especially when we’re on our smartphones.
Cluttered designs, endless information and buried CTAs are also cause for lost leads. What can you do to ensure your landing page doesn’t fall victim? It all comes down to design.
Designing a high converting mobile landing page
Now you’re aware of the possible setbacks, it’s time to look at how you can successfully design a high-converting mobile landing page.
1. Use a mobile page builder
Using a mobile page builder will make your life oh so simple. Your web design program should include this option, and if it doesn’t, it could be time to talk to someone about finding a new one (don’t worry, we can help). Most programs will allow you to either build your landing page from scratch, or convert your desktop landing page to mobile using a responsive template. From here, you can then edit your design.
2. Consider load speed
When was the last time you abandoned a website because it took too long to load? Unfortunately this is far too common, especially seeing as it’s an easy obstacle to avoid. Your landing page design will ultimately determine your load speed. The number one thing to do here is to optimise your images. Trust us, it will improve your page’s load speed significantly.
3. Minimise scroll with sticky bars and buttons
We know there’s only two ways to go, but don’t be shocked by the fact that your landing page visitors can get lost in the scroll. The best way to keep your customers on track is to include sticky bars and buttons in your design. This not only keeps your CTA front and centre, but it makes navigation far more streamline.
4. Include visuals
Due to a need for speed and the short attention span we mentioned earlier, mobile users tend to scan copy in order to find the most important information. Include visuals to break up the copy, use headers and bold any key points. All of these elements will help to make your landing page and its content more mobile-friendly.
5. Think minimal
Don’t overwhelm your audience and be mindful of how much information you can actually fit in the space of a few scrolls. Prioritise your content and put the important information at the top, consider line spacing and while you should include images (optimised ones!), try to stick to a select few.
6. Include your call-to-action above the fold
The longer your customer has to scroll, the less likely they are to find your CTA button. Include your CTA above the fold so it’s visible and easy for the user to actually convert. Your CTA should not only be tailored to mobile users, but it should also be designed for easy tapping, rather than a mouse or keyboard click.
If your mobile landing page isn’t converting, or the above tips simply sound easier said than done, it could be time to engage our team. We can help your business create an effective online presence that converts both desktop and mobile users.
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