Most smartphones today are so powerful that they can load traditional web pages. However, that isn’t an excuse for website owners to avoid developing mobile landing pages. That’s because mobile users have a higher conversion rate compared to those browsing with their desktops or laptops.
Mobile landing pages are essentially the same as regular sales pages. They should still contain the following elements:
- Balanced text and graphics.
- Short but memorable headings.
- A Call-to-action.
- Social proof or solid statistics.
The only difference is the lay-out and design of said elements.
- Be Wary of Screen Size
Mobile phones and tablets have smaller screens compared to computers; hence they tend to compress pages to make them fit. Knowing this, website designers should trim where they can. Seven-word headings should be trimmed down to three or four words. Similarly, five line statistics should be limited to two or three.
The user should be able to see the entire page without zooming. This means placing large fonts against simple backgrounds. Also, the fewer the items, the better the mobile landing page will be.
- Be Touch Sensitive
Eliminating excess clutter on mobile pages also helps make the page more touch sensitive. It’s frustrating for customers to try and click on links when they’re all too close together.
To address this, make sure to retain some white space around links so that users can only click the links they’re aiming for. Similarly, icons, buttons and links should be clickable even without zooming.
When used properly, white space and large buttons make for a sophisticated and contemporary looking web pages.
- Use a Single Call-To-Action
Many websites use multiple calls-to-action to cater to the different needs of their clients. However, mobile phone pages can be difficult to navigate; hence, using a single call-to-action is important. The call should be as simple as “call now” or “find the nearest store”.
In addition, mobile users will often leave a page without scrolling down. So make sure to place the CTA within the top section of the landing page. If scrolling to see the CTA is inevitable, make sure to add a teaser that attracts the attention of the user and prompts him to see the offer below.
- Be Wary of Loading Times
Mobile users won’t wait for slow loading pages so always keep mobile landing pages lightweight. As a rule of thumb, mobile pages should be less than 20 KB or should load in 5 seconds or less.
To speed up loading times, remove any unnecessary images or texts. Also, eliminate videos that auto-play. If the video is necessary, turn into a click-to-play video to make it qualify as a call-to-action button.
- Be Wary of Page Scaling
Smartphones and tablets have autorotation options, which means web pages need to look good both in portrait and landscape view. Similarly, make sure the pages will look good on multiple platforms and devices. There are hundreds of screen sizes for tablets and smartphones so it may be wise to use a responsive design that adapts to them all.
Developing a mobile webpage that’s separate from the company’s main webpage can seem costly and time-consuming. However, considering that almost 90% of mobile surfers convert within 24 hours of their visit, ignoring their needs may be much more costly.