Mobile marketing: Mobile landing page optimization tips
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
Mobile devices like tablets and smartphones are here to stay. More and more people will start using them as the days go by. Mobile marketing is gaining attention of internet marketers worldwide.
Internet marketers are working on optimizing their website for mobile. Unfortunately many internet marketers are not focusing on creating great mobile landing page experience.
This is one area that needs immediate attention. Because, according to Google, by the year 2014. more people will be using mobile phones than computers to access the internet.
Here are some easy-to-implement tips y mobile marketing experts on how to optimize your mobile landing page.
When it comes to landing page optimization, A/B test yields more than 20 percent increase in conversion according mobile marketing experts. The key to success in internet marketing is to ensure that your content is available for mobile devices. Don’t use frames, Flash and PNG-24 images. They are not accessible by mobile devices. It is a good idea to update your website with mobile friendly alternatives like HTML5, jQuery, and mobile-friendly GIF or JPG image formats.
It is advisable to keep your mobile pages light (preferable less than 20 kb). The page should ideally load in less than 5 seconds. Too many images and scripts decrease the loading time.
It is important to consolidate or eliminate scripts. Resize and save mobile-optimized images. Use CSS in place of images. Leverage image spirtes to enable caching one image versus many. You may use tools like mobiReady, W3C Mobile OK and Mobitest to determine the size of your landing pages and the load time.
Mobile marketing experts suggest that you present a single-column layout. Place important part of the content at the top of the page. Feature call-to-action content above the fold. If you are compelled to place the call-to-action content below the fold, ensure that you add a teaser like “scroll down.”
The content itself should be brief. Mobile headings should be 3 or maximum 4 words. It is also very important to be legible. Your visitors should be able to read without zooming in. Ensure that there is a strong contrast between text and backgrounds.
Include your contact details, especially phone number, at the top of the page. This adds to your credibility immensely. It will be great if you enable click-to-call functionality.
Ensure that actionable target is clickable without zooming. It is very important to be local. Personalize headings with city names. Keep your landing page form short.
Leverage HTML5 input types for their unique data input keyboards. The purpose of a landing page should be to compel your visitor to act. At the same time it is advisable to limit the number of actions. According to mobile marketing experts, it should be three or less.
“Call now”, “RSVP”, “Contact us”, “Get map directions”, “Rate it”, “Find a store”, “Add to my calendar”, “Like it”, “Watch the video”, “Vote”, “Share” and “Download” are some examples of call-to-action.
It is very important to create a great user experience when it comes to mobile marketing. Otherwise your visitors will just move to your competitors’ website. The above-mentioned tips will definitely help you to achieve this endeavor.
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