We all knew that “There is only one chance to make a First Impression.” If you are in corporate, then it is even more factual. Landing page of a website is first interaction to a customer while he/she visit your website. It is very critical to get this first impression. Responsive and Adaptive designs strategy is dedicated to create a mobile landing page for good sessions and visit not for a high conversion rate.
- 50% of smartphone users have made a conversion via app.
- 73% of smartphone users accepts they prefer mobile web to purchase instead of using an app.
Now we discuss how to convert more mobile visitors in to paying customer via:
- The Fundamentals
- AB Testing
- Starting Point: It is very expensive and time taking to develop a
n entire mobile website. Tracking analytics is best way to marking the peak points responsible for dropping revenue. Once you find out he problem, you’ll know where to start. While tracking analytics for mobile conversions you get Sessions and Visit volume, Demographic and buying patterns.
- Understand your customer Goals: Firstly, get a clear image for your goals t
hat are totally different for mobile and desktop users. We use web differently than mobile and we get different experience. Some times for different reasons we use 2-3 devices at same time. Try to figure out what activities your visitors are doing, understand their goals and create a user journey that helps them to get faster and quicker on website.
- Define Your Goals: Once you are crystally clear about your visitors that what they want to achieve, define your landing page goal and design an experience with that goal In mind. Remove unused information, multiple Call to Action buttons. Your main focus about your landing page is how they help to visitors to achieve their goals.
- Strike Their Mind: Almost companies are doing the same. Then why visitors select you? People spent a small slice of time on mobile sites, and need to understand your value proportion in matter of seconds. Remember one thing, always focus more on your customers and their benefit less. Try to feel them, “You are the Best” and “This will change your life.”
- Define the desired action: Get the desire action which helps your visitors to take on your mobile landing page and layout a clear Call to Action that encourage visitors to move on next step.
- Be on Top: A landing page is designed like; a visitor can identify what on the page for them without to read text or stories. Top section of any landing page is very value proportional. Headline and CTA must be above the fold
- Clear Vision about Outcome: It is very important that your visitors have a clear vision to understand what that will get if they provide information and how you will use that information one it its collected.
- Forget about Scrolling: Design a page that will be fit with in mobile screen boundaries and eliminates the scroll need. It should be applicable of both portrait and landscape modes. Mobile users love scrolling instead of clicking.
- Design for Portrait and Landscape: While designing a landing page, some people think of about portrait view, but it depends on how visitors orients their phone while visiting your site in landscape mode. Make sure your mobile landing page scores for both.
- Be Local: GPS/GPRS enabled devices allow for particular localize content that can increase conversion. In registration forms user location can be easily detected by Zip code and it should be placed on top of the registration form.
- Eliminate External Links: By removing external links, you can control your visitors journey and focus them on CTA. By opening and navigate new tabs in mobile you can lose your visitors. Make a quick and easy path for your user to stick with your web.
- Have a clean page: Keep your page clean, as much you can; because it is very important that your visitors are focusing on what. Keep buttons as far as away from each other. The less buttons, colors, links and text; the more visitors will complete the funnel.
- Be Realistic: Don’t try to make your visitors fool/surprise by changing messaging and design on your mobile landing pages as you displayed in ads.
- Click to Call: A good mobile designed website focused on immediate contact. For a quick conversion allow your visitors for quick “Call to Action” buttons not a copy pasted number. Make sure to set up a phone call tracking to track incoming calls before starting out.
- Adjust the Keyboard: For each form field always a proper keyboard. When a user put a number or email, they should be able to do so quickly without changing their keyboard.
- Limited Data Forms: Never frustrate your visitors by registration forms on mobile devices. Design a large and clear form. Fully use the screen scope and keep large your text fields as well as submit button for clicking with thumb.
- Quick Search: Have a simplify search for your visitors’ query. Search element should be placed in key position to ensure visitors find what they want very quickly.
- Carry Your Visitors Identity: The major smart phone conversions come from either direct link or email marketing. Carry your visitors’ identity in mail on your mobile platform.
- Allow to Shop Later: Due to some reasons if visitors can’t complete their process than make it easy for them to make it in convert later by on any other device. Offer a much simpler way to complete the journey on other device via email or add-to-cart function.
- QA, QA & QA: Just because your mobile site distinct on your mobile, never means it comforts on other’s too. Before starting check GA to discover most common devices your visitors use. Make sure to check and track your landing page on multiple devices.
- Less Questionnaires’: To maximize conversion and minimize friction, ask only important to your visitors. Start with most important info and ask later about additional info. In less time with small screen people don’t for hard work.
- Keep Copy to a minimum: Most visitors don’t want to read stories on landing pages. Keep most important information on your page and quickly move your visitors to next step for conversion.
- Highlighting Your Call to Action: A call to action is first thing a visitor should see on your landing page. Make your call to action easy and provides a quick way to complete the conversion. Make sure your Call to action button is clearly visible and easy to click on a touch screen.
Check out the example below by Naked Wines:
- A lot of text
- The call to action button is cut
- Forms Optimization: Make sure that your forms are as simple as possible to visitors. It will lead to your conversions.
- Short Title: Maintain a one-line headline with 3-4 words title.
- Build for Limited Data: Mobile data connection can be not much faster as home broadband connection. User patience can be ruined while waiting for your mobile data load. So make it light by keeping necessary information,
- Divorce Flash: Using flash can be attractive on your mobile site once but it will slow the speed. You can use HTML5, GIF and JPEG.
- A Visible Location: While using our smartphones; we also interact with other activities like Watching TV, Shopping, and many more with location. Make sure it will be clearly visible to eyes and use icons for faster navigation including short explanatory text.
- Social Engagement: Social behavior has high conversion rates and a great way to encourage visitors to interact socially with your product.
- Exclusive Offers: Most of the visitors prefer to checkout on desktop screens. To increase conversion, offer mobile exclusive sales to minimize friction and maximize sales.
- Design for Action: For a good experience design all clickable elements as button not just text links. Make them big and attractive and add a white space around them to emphasis them.
- Less is More: Don’t make stories on your landing pages. Eliminates all unnecessary information and designing elements. Just go with Important functional elements.
- Personalize Message: Via using smartphone it offers lots of important information on visitors. Incorporate features that are available on mobile like GPS and location based information for users.
- Font Visibility: Make your text as much readable as you can. Always user large font to attract users. Line spacing and letter spacing should be more for easy reading and slimming.
- SEO Optimization without Hurting Revenue: Avoid using lots of text on your mobile landing pages and introducing clutter by using an expandable div. It will reduce your page size and visitors can click as per their interest.
AB Testing on Mobile
- Test KPI’s: Before start testing, establish your business goas and decode them in to digital (e.g.- Login, Buy, Downloads). Once you have determined with KPI’s make sure your tracking is correctly set up.
- Reach Significance: While testing, run your test until to achieve statistical significance. When you have reached it Google experiments will tell you or you can go with A/B test Calculator. Reaching significance ensure you learn as much as possible from your test and know they are correct.
- Include Regular Days: To get authentic results, conduct your testing in a good environment. Avoid testing in holidays, events, and paycheck days.
- Be Systematic: To get best outcome form testing, make sure multiple testing are not running on same time. If you have sufficient traffic run multiple test simultaneously with different test groups.
- Test Strategies, Not Elements: After checking all technological issues and elements that can boost conversions, now it’s time to start strategies to better understand users mind. Testing button colors and titles will only get you to a little point. If you want to gain more, learn more from your tests.
- To Do Checklist: With lots of points to remember to launch your campaign, prepare your checklist with surety that no important step has been missed. A checklist guarantees that you and your team are following a reliable process for each new campaign.
Responsive and Adaptive Designs are not a part of mobile optimization strategy. To boost your mobile visitors, the key of success is to create dedicated landing pages and make journey delightful.
Do you have any Mobile Landing Pages Conversion Optimization tips of your own? I’d love to hear your comments!!!