A landing page, and especially a mobile landing page, is a tool that essentially points users toward a very specific end goal. That goal generally involves generating sales or leads but can be any number of things. Regardless, the entire landing page needs to be designed as a means to that end. Thus, even from the creation of your business goals, every single piece of your mobile landing page needs to be focused on the end result that you hope to achieve.
For businesses that don’t yet have clearly defined optimization goals or those who think they don’t really need “specific” guidelines, it is critical to take the time to define clear, specific, and actionable goals. In the industry, these are often referred to as Key Performance Indicators (KPIs), and they are designed to help you measure the success of your mobile conversion optimization (or other sales or marketing) efforts.
Actionable Goals Matter
Anyone who embarks on a mobile conversion optimization journey without taking the time to define measurable and actionable goals is not going to see the best results. You can’t just decide that the business “needs more sales”, and thus go optimize your landing pages without appropriately figuring out what needs to be optimized and how to do it to get the best results.
Actionable goals are those that define a specific intent, such as to generate 5% more leads per month or to increase sales by 25% over the next quarter. Putting numbers to your intentions gives you the KPIs that you are eventually going to measure to determine how your optimization strategy is working. If there is nothing specific to measure, how can anyone tell whether things are actually working? It might seem like common sense, but there are actually a lot of businesses that attempt optimization without first defining goals and building a solid strategy.
Goals for Mobile
Another consideration here is that your end goal for the mobile platform might be different than your goals for desktop websites and landing pages. The best conversion tactic for mobile is fairly simple:
Provide a clear, concise explanation of what is being offered. Include obvious contact links, along with social links, and make sure that your explanation specifically answers the customer’s problem.
If people are searching for something on mobile, there’s an even higher likelihood of conversion or a sale than on a typical desktop landing page. However, people are also looking for quick, easy information and answers, so you need to keep that in mind when setting your own optimization goals. Here are a few more pointers to keep in mind with creating your goals for mobile conversion optimization:
Get to the point. Show the user the next steps and make it obvious.
Avoid distractions, including too many blocks of text, an overabundance of ads or pop-ups, and other unnecessary elements.
No menus are needed. Like other distractions, giving people too many options on your landing page is going to distract them from the ultimate goal. Only include content, graphics, and navigation elements that are necessary to point users in the right direction.
Remember that your mobile design needs to be different than your desktop site. Smartphone users have different habits and trends than desktop users and conversion rates will be much higher when mobile users are factored into landing page design and construction.
The bottom line with mobile optimization is simple: speed and efficiency.
Mobile Optimization Tips
Now that you understand a little more about why the mobile focus is necessary, it’s important to figure out how to incorporate that into all optimization efforts. The following tips will help any business improve their mobile landing pages and increase conversions on those pages.
Need for Speed
Today, smartphone users want speed. Few will wait longer than four seconds for a page to load. In fact, as many as 64% of people say that if it takes longer than four seconds, they’ll leave. In case that isn’t enough, Google also includes speed as a factor for ranking and indexing sites. Therefore, if a mobile site isn’t fast enough, it’s going to lose conversions in a number of different ways.
The best thing that you can do to increase your speed is to set up your coding so that the above-fold content loads first. Most users won’t navigate below the fold anyway, and if they do, it can load while they’re reviewing the information that’s above the fold.
Another way to cut down on loading delays is to make sure that you eliminate as many redirects as possible. For a mobile site, the only redirect should be from your desktop site. If you can avoid them entirely, you’ll get an even bigger speed boost.
Google Page Speed Insights is a great tool that can analyze how websites, including mobile landing pages, are performing. It will not only provide data on load speeds and other important elements, but the tool also includes improvement recommendations.
Optimize for Conversions Specifically
Even if a landing page loads quickly, it can still suffer from poor conversion rates if the user experience is difficult, clumsy, or otherwise unfocused. Make sure that your mobile landing page minimizes the steps necessary to reach the end goal, whether that’s a purchase or a lead generation.
Today’s internet user almost demands the option of virtual wallets. If a landing page looking for conversion rate improvements doesn’t offer virtual wallets for payment, that’s the first place to start. In addition to accepting credit and debit cards and/or electronic check payments, successful shops and businesses also offer plenty of digital wallet services, including:
Most businesses don’t think about it, but almost 20% of site visitors will abandon a cart entirely at the purchase point simply due to concerns of how secure their payment information is. By offering virtual wallets, many businesses can almost immediately improve the odds of mobile conversion.
Shorten the Path
Have you ever been shopping online and having a great time, until it’s time to check out? There are some sites that make checkout nearly impossible, and on mobile that is the first thing that’s going to turn users away. The whole point of mobile is faster convenience. If a mobile landing page has a lengthy, complicated, or messy checkout process, people are going to navigate away at some point.
59% of people have a preference for sites and companies that offer a quicker checkout process with fewer clicks required. Take Amazon’s one-click service for example. There is still a regular checkout option, but for people in a hurry and especially on mobile, the one-click option makes things quick and easy.
On mobile, one of the worst things that you can do is waste people’s time and attention with excessive pop-ups. There is a time and a place where these marketing tools are effective. All the time and everywhere is not the right answer.
Google even negatively ranks pages if a pop-up covers the entire screen. Anyone who has ever accessed a website on a mobile device knows that most pop-ups will typically cover at least the entire mobile screen, even if it renders smaller on the desktop site. Therefore, mobile sites should limit pop-up use and make sure that they are positively worded.
Create a sense of urgency, but make people feel like they’re getting something. Use pop-ups for things like special discounts or offers, or as exit-intent tools to get people back who might be on the verge of navigating away.
Less is More with Text
Mobile users aren’t looking for a new novel to read. They don’t have the time or attention for paragraphs upon paragraphs of information. You can offer that elsewhere on the website, but mobile landing pages need to be direct, just like the goals that were developed to guide the mobile conversion optimization strategy.
Leave plenty of “white space”. This doesn’t actually have to be white in color, per se, but it should be negative space void of images and text so that the elements that are on the site are highlighted and easy to skim. Break content into small bites, and definitely take advantage of simple bullet point lists when optimizing mobile landing pages for better conversions.
Use tools like Readable to test the readability of mobile site design and ensure that it is at the optimal level for mobile users. Use short headlines and offer more videos, since almost 80% of users prefer product videos to written descriptions. You can still offer the written information elsewhere or do some A/B testing to see whether a video or written element will work best on your specific landing page.
Implement the Right Tracking and Analytical Tools
It’s difficult to tell whether conversion optimization efforts are working if they aren’t being properly tracked. Therefore, it’s best to employ a full-featured mobile conversion optimization tool to handle all aspects of conversion analysis and help ensure that the strategies offered match the conversion goals of the business.
Tracking tools can offer insight on things like bounce rates, conversion rates, and even how much time people spend on each page of a website. There is so much valuable information in the analytical tools that are geared toward conversion optimization and trying to improve your conversions without these resources can be nearly impossible. Just as there need to be defined goals, there needs to be tools in place to measure their results and other elements.
Everyone wants to claim that they are the “best” at this or have “superior” that, but consumers can see right through that. Unless it’s in reference to a specific award or mention that has been given, landing pages should focus more on providing a sense of authority by offering useful information to visitors.
Instead of telling a visitor that the company has the “leading product”, explain how many satisfied customers there are and offer testimonials to showcase their experience. Provide facts and information that show people brand authority means more than just making money.
Communication is Key
When it comes to conversion optimization, the biggest focus is on communicating effectively with the visitor in order to convince them to take the next step in the purchase journey. Whether the landing page is specifically for sales, or to capture emails, the message needs to be communicated very clearly.
Another important communication is the value proposition that you offer. You need to address the pain point or problem that customers are having. This way, they will immediately see that the product or service being offered will deliver the exact answer that they need. A value proposition should clearly explain what is being offered, what problem it solves, and why it is better than anything else on the market.
The Value of Testing
Mobile conversion optimization isn’t a perfect science. It takes a lot of trial and error, and often people don’t do enough testing to create the most well-optimized landing pages. Utilize heat-mapping tools, optimization tools, and even testing tools designed to work for A/B testing of landing pages.
Optimization cannot happen without a goal, but that goal cannot succeed without first being tested. There are a number of different tools that can be used for testing which include testing solutions for all kinds of landing pages.
Testing different designs is effective, but only if you do it one-at-a-time. If an A/B test is set up with more than one parameter changed, it will be impossible to tell which variant created the improvement. Fix the most important elements, test this version against the old one, and go from there.
The Bottom Line
Mobile conversion optimization is all about catering to the unique needs of mobile users. With the tips and tools discussed here, it should be easy to make the most of the process. Because mobile requires a totally different set of rules and tools for optimization, it’s going to be important to get a handle on things before diving in.