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We have a problem. A huge problem. It’s costing business owners thousands of dollars a year and ruining perfectly good conversion opportunities. I’m talking, of course, about shoddy mobile landing pages. Where we are in mobile landing page quality today is where desktops were in the late 90s: slow, unpredictable, and not much good for anything but playing Oregon Trail. Businesses are sort of casting their lines out there into the murky waters of the mobile web, hoping for the consumers to swim along and take a bite. But it doesn’t have to be like that. And it shouldn’t be like that. So let’s fix it.
The Landing Page Problem
The mobile landing page problem can actually be traced back to an overall landing page problem, characterized by two features:
1. Landing pages are not being used as effectively as they should in the marketing business.
2. Businesses are treating mobile landing pages the same as desktop landing pages (spoiler alert: they shouldn’t).
The problem begins with content writers having a disconnect with the actual buying cycle. They aren’t tailoring their landing pages to the stage of the buying process the consumer will be in when they land on that page. Let me refer to Bryan Eisenberg’s genius ideas and give him some credit where credit is due. In a recent webinar of his I attended, he drove it home that your landing pages and ads do absolutely nothing to help grow your business and take advantage of organic traffic if they are not mapped out on the buying cycle.
The intent and overall purpose of landing pages—good, buying-cycle-targeted landing pages—actually matter a lot, especially for SEO and PPC ads. If you’re familiar with Google AdWords, you’re familiar with the quality score (if you need help with your quality score, move along to the contact page). Bryan figured out that the higher quality scores are based more on the landing page experience and the relevancy, not to the keywords you chose, but to the actual query that people are searching (if none of this makes sense, head on over to my BFF Hannah J.’s blog PPC Me Now for an explanation about quality score).
So How Do I Build a Good Landing Page?
By incorporating these 10 must-haves (AFTER you have identified what stage of the buying process the people who are landing on these pages are in):
- Recognizable logo
- Headline related to the ad and the product offer
- Offer of what it is you want them to buy or learn or do
- Descriptive body of your offer
- Your product presentation
- Calls to action
- Confidence-building copy like testimonials or awards
- Contact information
- Links to more information
- Template elements
Here’s what it looks like mapped:
Great. Now what about Mobile Landing Pages?
Here’s the kicker: You need to use the same 10 elements (all of them), just structured differently.
High-Converting Mobile Landing Pages
Now we get to problem number two—people are treating mobile landing pages like desktop landing pages. Bryan gave a great comparison for the different ways you should be looking at desktop and mobile:
“Using a desktop is like sitting down to dinner and using a mobile device is like snacking on the couch.”
Meaning: they want what’s available, quick, and easy to digest. What does this look like? Our mobile site is currently under construction, but here is the example he gives:
Some pitfalls to avoid:
- Don’t clutter your elements together. It looks messy.
- Yes, some companies do well with the minimalistic curiosity-building strategy, but those are few and far between.
- A slow site is a death sentence, especially for mobile. A Compuware 2011 survey “What Users Want from Mobile” found that 43% of users are unlikely to return to a slow-loading mobile site. In fact, 60% wait three seconds or less.
- Make it visible enough that your parents can read it without their glasses.
- Make icons big enough to be clickable without zooming.
- Don’t rely on people writing down numbers. Install a click-to-call button.
Is Your Mobile Website Optimized?
Hopefully this has cleared some of the murky waters surrounding what makes a good mobile landing page. If part or all of this seems like a good idea and you want some help, give us a call. We’ll analyze all your landing pages to make sure you’re getting it right.
About The Author: Betsy is Blue Corona's Digital Content Manager. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
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