Do you know how to make a mobile landing page that converts? Today we’ll review our top tips for creating great mobile landing pages that engage customers and drive sales.
Why Do You Need a Mobile Landing Page?
One type of landing page does not fit all. Desktop and mobile landing pages serve different purposes.
Desktop landing pages provide a more comprehensive view of your products and services in an effort to convert users. With more screen real estate, desktop landing pages can dive deeper, providing more in-depth information to help viewers evaluate their buying decisions.
On the other hand, mobile landing pages need to be digestible and scannable. Since a mobile screen is much smaller than a desktop, a successful mobile landing page must feature a clean design, single call to action, and easy navigation to keep viewers engaged.
Hoping that a user will have a satisfactory experience viewing a landing page designed for desktop on their mobile device is a losing proposition. Fortunately, it’s also one you can easily avoid.
How to Make a Mobile Landing Page That Converts
You can’t afford to give your customers a bad mobile experience. Creating a separate mobile landing page is essential to your mobile marketing strategy. And guess what? It’s pretty easy! Here are 12 tips for creating successful mobile landing pages.
1. Create a Single Goal
Create one specific objective for your mobile landing page to ensure users take the action you want them to take.
Do you want to increase sales for a specific product? Sell tickets to an upcoming event? Encourage recipients to call you?
Getting specific on what you want a customer to do dissolves confusion by leading them to one unmistakable course of action.
2. Get a Strong Start
Create attention-grabbing headlines to entice readers to keep scrolling your mobile landing page. Your headline copy should focus on a value proposition that clearly explains the benefits of your product or service. Remember, space is at a premium, so keep it short and to the point.
3. Aim Above the Fold
Like desktop landing pages, keeping your most important content above the fold is vital on mobile. “Above the fold” means any content that appears in the mobile window at the top of the page before you start scrolling.
Be strategic about this. Going back to remembering your goals, address your most important messaging right off the bat. The less a viewer has to scroll to find what they need, the better.
4. Keep It Simple
Keep your design, messaging, and CTAs short, clean, and user-friendly. Follow these tips for simplicity:
Say as much as you can in the fewest words possible. Long blocks of rambling text will turn off viewers.
Be concise, but make sure your readers understand your messaging clearly.
Use bullet points to draw attention to information.
Split up blocks of text with images, buttons, and forms.
5. Give CTAs the Spotlight
Your mobile landing page should have a singular goal, and your CTAs should reflect that. Remember, your customer may not have the time or patience to try to figure out what they need to do if you give them multiple options in a small space.
Make sure your “tap targets” are large and easy to access. Having multiple CTAs near one another can be frustrating and visually distracting.
6. Use Click-to-Call
If your sales process typically includes a conversation with sales or customer support, include a click-to-call button. They already have their phone in hand, right? Adding click-to-call buttons streamlines communication and encourages users to take the next crucial step.
7. Looks Are Everything
Remember, less is more. As with your messaging, your landing page design should be clean and easy to view. Good mobile landing pages use high-contrast colors (like black text on a white background) for effortless reading, especially in low-light conditions.
Sufficient white space around content and images also ensures easy visibility and provides a fresh, modern look.
8. Make Pages Load Quickly
The average mobile page takes more than 15.3 seconds to load fully, which is unacceptably slow for most consumers. Other studies show that aiming for page load times between 2.4 to 3 seconds on mobile is what marketers should achieve for the highest conversion rates.
9. Limit Videos & Images
Videos and images both contribute to slow loading times. Plus, some users may not be on WiFi, and larger image files heavily tax cellular data. Use visuals sparingly, and make sure you compress them sufficiently.
10. Optimize Forms & Pop-ups
If you’re using pop-ups or sign-up forms on your landing page, make sure you optimize both by sizing all images and text correctly for mobile display.
Keep form fields on mobile pages brief by gathering the least amount of information you need to accomplish your objective. At minimum, your form should ask for:
Make sure forms and pop-ups are easy to close if the customer isn’t interested.
11. Single Column Only
It should go without saying that trying to fit multiple text columns into a mobile screen display is not optimal for easy reading. Stick to single-column layouts for mobile landing pages.
12. Test, Test, Test
Performing A/B or split testing on landing page variants is an effective way to measure their conversion statistics. Sometimes making even the most minor changes can make a big difference.
Knowing what works and what doesn’t is constantly changing for your customers and your industry. Testing and tweaking is a helpful way to keep your messaging fresh and conversion-friendly.
How to Start Creating Beautiful and Simple Mobile Landing Pages
In summary, keep these three goals in mind when creating your mobile landing page:
Viewing: Make it easy to read and navigate.
Content: Get to the point with easy-to-understand language.
Action: Make it easy to act with a clear, single CTA.
CM.com’s Pages is a fantastic tool within our Mobile Marketing Cloud platform. Pages enable you to create beautiful mobile landing pages with our easy drag-and-drop builder.
With Pages, you are no longer limited to a 160 character maximum for your messages. Pages enable you to engage your customers with rich content such as images, videos, carousels, and QR codes. Here’s how to create a mobile landing page through CM.com:
Sign up with Mobile Marketing Cloud and visit your Pages widget
Give your page a name and engaging title
Add, rearrange, and remove sections with our easy drag-and-drop builder
Add text, videos, buttons, forms, and more
Preview your page to see how it’ll show up to recipients
Share your landing page link via SMS or omnichannel mobile messaging campaigns to promote services and events
Mobile Marketing Cloud is a leading omnichannel customer engagement solution for businesses that want to start conversations with people, not profiles.
Get in touch with us to learn more about the Mobile Marketing Cloud today!