Customers are obsessed with online research. Creating a seamless experience across all interactions with these research-savvy customers is a new or ongoing imperative for brands. Having a mobile site that is built specifically for the small screen is a great first step, but there is so much more that companies can be doing to optimize for mobile shoppers.
In this post, we'll cover the basics of what landing pages are used for, and we'll share our top tips for increasing conversions.
A landing page is a useful “top of the marketing funnel” tool to collect data about your interested audience. It directs them from either an ad, email, or social media post to “land” on a page that offers them more information in exchange for their contact information. This is a great way to gather leads to retarget, or move along farther in the funnel to eventually convert. Think of it as “quid pro quo.” Hopefully, they’ve received the information they need to convert or at least help you stay top of mind, and you have their contact information to retarget them, if needed, until they convert.
The scope of a landing page is more narrow than your company's website and the intention is more direct as well, so it allows your potential customer to navigate it more easily. The design of the landing page should be made to attract a specific customer to information about a specific product or service. The eventual data you collect about them will allow you to retarget them if they don’t convert initially.
This is a tricky one considering all the variables affecting your conversion rate that come to mind. If you’re looking for a general, high level, “marketing-industry-wide” magical number, the consensus across all industries is around 2-5%. The top 25% are converting at over 5.3% and the cream of the crop top 10% are converting at over 11%. There’s a lot to consider to improve your conversion rate, especially if you’re just starting out and have no data to compare to. Try to pay close attention to what is attracting your specific audience, be patient and give it time, and this will allow you to A/B test to see what adjustments need to be made.
Let’s be real here: Who doesn’t love fast-loading websites?
Speed was always a positive element of the browsing experience. It also affects your search rankings. Earlier in July, Google rolled out the Speed Update which makes website speed a ranking factor for mobile search. Before, it only influenced desktop search.
Slow page loading speeds are the biggest frustration for modern mobile users. According to Google’s recent research, the chance of a bounce increased by 32% when a page load time went from one to three seconds, and by 90% when the page load time went from one to five seconds. If a site takes up to 10 seconds to load, then the chance of a bounce increases to 123%.
In contrast, pages that load in 2 seconds or fewer experience 27% higher conversion rates. As Google puts it “speed equals revenue.”
Here’s what you can do to improve your page loading speed:
This may sound obvious, but people are more likely to call you when they’re already on their phones. Thus, when designing mobile websites, there are specific mobile-only features to have in mind for the most success.
For example, Duda is an award-winning platform that agencies can use for building lightning-fast mobile websites. It allows you to integrate a click-to-call button that lets visitors call businesses with a single tap. Also, you can place a mobile map button. It gives users directions to a business location, so they can find it using their smartphone’s GPS. It’s a win-win for both users and companies.
Make it easy to find and reach you. Your visitors will love it.
Most of your website visitors don’t read your texts. They scan only the headline. That’s why it is the most critical copy on your landing page. It makes the difference between bouncing and conversion.
Mobile interface pushes you to communicate value in a clear, engaging, and uncomplicated way. According to CopyBlogger, 8 out of 10 people read only your headline and subheadings. That’s why 80% of your copywriting time should be spent polishing them.
Don’t let excess verbiage stand between you and your customers.
What about the rest 2 out of 10 people who read your body copy?
The rest 20% of copywriting time should be dedicated to them. After all, they must be interested if they took the time to read it.
Write a killer copy but don’t overdo it. In the case of CaringBridge, a more straightforward text had helped them to increase conversions by 21%. At least, your body copy should:
People who land on your mobile page are trying to find you. That makes it a great time to push for sign-up or sale.
The biggest mistake here is designing mobile CTA’s based on desktop data. You need to consider the fact that the mobile environment is different.
Make your CTA a big tappable button with short and compelling text. Start your call with a verb and communicate value.
Don’t leave it as a plain text, too. Make it click-worthy. If necessary, incorporate it in a picture or make a logo for more compelling visual appearance. Also, place it in a “thumb zone” to make it clickable.
Most importantly, avoid pop-up CTA’s. Instead, try to implement a sticky CTA and see how your customers respond.
Unnecessary navigation links take up space, and friction and confuse customers.
After all, you don’t want them to deal with choice paralysis.
Limit your mobile navigation options. In some cases, four to eight options are enough. Other times, one or two buttons will do it. The goal is to keep only the most relevant navigation links.
Google Consumer Barometer shows that visitors who land on mobile business pages are mainly interested in product prices, opening hours, promotions, location, reviews, and availability.
Therefore, make this information easy to find. It will be good for business. Some case studies show that almost 4 out of 5 local mobile searches lead to an offline sale.
Most users generally dislike forms. Especially if you ask them to fill-in 6-8 fields.
Try to keep it simple. Mobile is a medium of distraction, so don’t force visitors to perform complex tasks. Reduce your fields to a minimum and ask for only the essential information.
Get creative to make your forms more exciting. For instance, with Duda, you can integrate an online scheduling tool. It will enable your customers to set appointments from their phone. It reduces friction and is convenient both for your business and clients.
Utilizing Social Proof or Testimonials is a way to gain trust from potential customers. You’re using your current customers’ experiences with your product or service as a way to showcase the value you know you already bring. Including them has proven to increase conversion rates significantly when compared to landing pages that did not.
In case you haven’t heard the infamous saying that goes something like, “The definition of insanity is doing the same thing over and over and expecting different results.” The same concept can be applied to your landing page. You’ve got to make updates and changes if you expect the rate of traffic to improve. If your page isn’t reaching the goals you’ve set for it, it’s time to make some adjustments and then test to see how your audience reacts. Small tweaks like adding imagery, data charts/graphs, placement of CTA buttons, etc. can significantly impact your conversion rates.
If you’re unsure where your website stands in terms of mobile user experience, test it with these free tools:
Crafting a great mobile landing page is about understanding and reducing perceived and physical friction. Hopefully, this article has opened new mobile optimization possibilities for you.
Want to learn how you can track the phone call conversions your landing pages drive, in addition to online conversions? Check out these resources: