It is not easy to create a landing page that is mobile-friendly and effective at the same time. For one thing, you have very little space in which to fit all the important elements that should be on a landing page.
However, an even more problematic aspect is recognizing and adjusting to the changing user needs that come with surfing on a mobile device rather than a desktop computer. You should understand how consumer needs have changed, and any challenges brought on by being on a mobile device.
You should be aware of the questions that need to be answered in order to create the experience that will have the greatest resonance with your mobile audience, so that, ultimately, you can enjoy the same high conversion rates that you get with your desktop site.
Mobile users have different attitudes and motivations, but this does not mean that they are willing to compromise on their site surfing experience. By providing answers to the following questions, you can find a middle ground that will improve how your target users interact with your mobile site.
Step 1: Understand how much information is absolutely necessary on mobile
Mobile device users have different information needs than desktop users and, therefore, the way they gather information is also different.
Think about the two sides in the context of having a meal. The desktop user would have enough time and space to set the table, remove a napkin, set it on their laps and pour themselves a glass of water. They can then settle down and have a complete meal: soup to dessert. Because of their environment, they can delve deeper into topics or in search of information and see it through to completion.
A mobile user is very different, however. Mobile users are like those people looking for a quick snack in between meals – they want something specific, they want it fast and as easy as possible. They consume tiny bits of information relevant to them at the given time. So how do you use this in designing your mobile landing page?
If you don’t provide the information that a mobile user needs in an easy and digestible way, they are more likely to give up and search another site. For instance, creating a landing page that spans 10 or more screens is just a sure way to send them packing. Because they are just ‘snacking,’ that information is too much for them, and they’ll most likely bounce off to look elsewhere.
Your landing page should have just enough information to sate the urge of the snacking user. It’s very likely that the mobile user is looking for something specific. However, you should bear in mind that even then, users could be at completely different stages of the buying cycle. By conducting research, you can easily establish their needs at these various stages and provide the same in the landing page.
The best way to begin is to identify which keywords have sparked the interest of mobile users. This will give you an idea of the stage they are on, and then you can strip out everything else and only have the information necessary for them to take appropriate action.
Step 2: Determine how understandable your offer is to users from different backgrounds
Regardless of whether the prospect was linked to your site from e-mail, social media, PPC ads or any other channel, you should have a concise offer. It’s too common to see landing pages without clear contexts for their offers. This can be tricky because where an offer has not been articulated, users can forget about it as they look through other pages.
It’s not only about having the brand logo, some testimonials and a visible call-to-action button; you should also have a headline to introduce the offer, accompanied by a brief description. Users should know what the offer is, and what pain point it is created to solve.
Don’t assume that the user remembers details of your offer from the marketing channel that brought them to your site. Outside of the channel, the landing page alone should have a clear message regarding the offer and its value to users.
Step 3: Get rid of any loopholes which water down the persuasiveness of your CTA
Apart from having a clearly visible CTA button on your landing page, you need to ensure that all elements in the landing page create and communicate a cohesive and compelling argument without any leaks. Have all the loopholes been closed? Have you addressed every issue so that users will be comfortable to respond to the CTA?
You can comprehensively describe the offer and include a contrasting CTA button, but without ‘confidence building’ elements, you have a leak in the story: you haven’t told your audience why you are a trustworthy source for what they need. For instance, if you lack social identity, that can stop a buyer in his/her tracks; suddenly they want to know who you are and why they should believe you.
In order to enforce your brand authority, you can do the following:
- Incorporate feedback snippets from people who have used your services before.
- Incorporate logos of recognizable companies you have partnerships with.
- Include your social proof immediately before the form that moves users to the next step, so they are encouraged to take it.
- Ensure the form is short and sweet; you can follow up on e-mail or through a phone call to get any other information you need from potential clients.
The truth is that mobile landing pages can be quite the challenge. Merging clarity, comprehensiveness and conciseness is not easy. If you are in doubt, it’s best to be as brief as possible. Just make sure the landing page is relevant, adds clear value and is capped with a compelling CTA scheme.