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According to a report by Statista, there will be 3.5 billion smartphone users worldwide in 2020, and the number keeps on rising.
Since the introduction of mobiles in the marketing business, these devices have steadily taken traffic away from desktops. Building landing pages for mobile has become common to connect with your prospects and acquire quality leads.
In this article, I will discuss six mobile landing page best practices that enhance the user experience. If you want to create or redesign a mobile landing page that assists you in connecting with prospects and driving conversions, then read this blog till the end.
Let’s first address the topic in focus.
Streamline your landing page creation process with our invaluable resource: the landing page checklist.
Importance of Landing Pages For Mobile
Since 2015 I have been focusing on two things—landing pages and conversion rate optimisation. Over the years, I have seen a shift where most businesses target customers who use their phones to search on google.
Research by Oberlo points out that 51% of internet users purchase products online via smartphones.
The primary purpose of a landing page is to generate leads and drive conversions. When your landing pages are compatible with a small screen, your visitors can have the best experience, boosting your overall lead capturing capabilities. To prevent clients from having a negative experience, marketers need to create mobile landing pages while keeping the best practices in mind.
Let’s discuss what these practices are.
Mobile Landing Page Best Practices
1. Add A Sticky Footer Button
In the new iOS release, Apple moved the browser bar from the top of the screen to the bottom of the screen. The reason is simple: Phones are getting bigger. The header section is unreachable, so by having the search box closer to the thumb, users can easily access it.
So in a similar approach, we use sticky buttons which users can click anytime while scrolling the page. By having CTAs closer, users can easily click and convert.
2. Use Optimised Forms
To improve usability, try to keep limited form fields.
As users check out your landing pages from small screens, keep your form elements spaced out so visitors can fill them out quickly without accidentally clicking on the wrong one. Avoid using drown-down menus.
Use big chunky buttons that are easy to find and tap. Multi-step forms work great on mobiles as users fill out one question at a time, which allows them to go quickly through the form without scrolling.
Also, don’t forget your call to action buttons. Make them bold, bright, and clickable. A CTA that is 44×44 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. You can use leadgenapp.io to easily create multi-step forms without writing any code.
3. Flash Like Page Speed
Page speed is not just an essential factor but the most crucial factor in user experience and conversions. More than half (53%) of mobile sites abandon web pages that take longer than 3 seconds to load.
Your landing page should load within 0-2 seconds. But in the worst case, the load speed can be 2-4 seconds. If your page speed does not fall in this bracket, it’s something that needs your immediate attention.
A study on the Impact of Site Speed on Your Conversion Rate by Portent in 2019 found out that: “When pages load in less than 1 second, the average conversion rate is almost 32%. At a 1-second load time, the conversion rate already drops to 20%. At 2 seconds, the conversion rate begins to level off at 12-13% and reaches its lowest at a 5-second load time.”
A great tip is to compress your images before uploading them on the page. You can also use Google’s Pagespeed Insights tool, which will offer tips on how to improve your website’s load time where you only need to enter your URL.
Check out Think With Google mobile testing tool to learn more about improvements you can make to your mobile web page.
4. Show Copy First
Mobile landing page best practices call for limited but effective content. The copy must have headlines that communicate USPs and attract visitor attention. You can use bullet points to highlight essential info in a concise manner.
If you have pictures and videos on your page, make sure to include a heading that shows up first when users scroll. Without a good copy, users won’t understand the context of an image or video.
Avoid using unclear words like “best” or “top”. Such terms only fill the space but do not contribute to getting you conversions. Instead, you can use testimonials for gaining audience trust. Keep the copy short and easy to read, contributing to the flow of the mobile landing page.
5. Focus on Mobile-First Design
Don’t show a desktop page to a mobile user. Ideally, create a separate mobile-friendly page or adjust the page to have a single column layout. Using tools like Unbounce, you can create a completely separate mobile page. You can also utilise the same desktop page and adjust it for mobile by hiding or showing certain sections.
If you are running Google ads and want to offer a unique experience for mobile visitors, you can easily change the mobile URL on an ad level. So visitors coming from mobile see a completely different landing page.
6. Click-To-Call Buttons
For local businesses, visitors usually pick up the phone and call them. Usually, it is what I do.
Tap-to-call buttons are an easy way of reducing friction and increasing conversions. Consider including a prominent CTA that says ‘Call now’ or a phone number with a clickable hyperlink for local professional service landing pages. Such a click-to-call button allows engaging prospects through direct conversations.
But remember, sometimes visitors can misclick a button, which can demotivate them to return to your page. Always keep enough space around the clickable elements to avoid such situations as you do not want to lose possible conversions due to a wrong click.
Closing Remarks
So next time when building a page targeted toward mobile visitors, consider these six mobile landing page best practices. You can check out my other blogs related to landing pages and b2b lead generation for strengthening your marketing strategies.
I also have a little gift for you. If you head over to 99landingpages and use the discount code: WBYT, you will get 50% across all landing page templates. This code applies to the first 100 customers, so hurry before it’s gone.
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