It’s a dark and stormy night. As you hurry down the sidewalk, you notice a billboard advertising a glow-in-the-dark raincoat. You duck into a doorway, whip out your smart phone and enter the web address.
Nothing happens. The website won’t load. Dejected, you return to the downpour as yet another victim of non-optimized mobile post-click landing pages.
Today we take a look at the top five mobile post-click landing page blunders your business should avoid at all costs, or leave your customers out in the rain.
Mistake #1: One size fits all post-click landing pages
We’ve all been there: a wrong click on the labyrinthine Internet takes you to a post-click landing page with font so small your eyes cross. Or, you see a layout that scrolls through endless single-column photos and text, until you forget why you landed there in the first place.
The keyword in mobile post-click landing page is “mobile.” You’re trying to attract people who are on the go. Your page needs to function on a small screen and for a short attention span. No one wants to “pinch and zoom” to read your content, nor do they need to see every photo and product testimonial featured on your desktop post-click landing page.
When it comes to designing mobile post-click landing pages, you have two options:
Responsive design
Adaptive design
A responsive post-click landing page will automatically resize itself to fit the screen. This is a good option for moving seamlessly between desktop, laptop, and tablet screens.
Smart phone screens can be trickier, given their small size and narrower profile.
Mobile post-click landing pages can be super-optimized with adaptive design. Rather than resizing the content, adaptive post-click landing pages deliver only the most critical elements. Adaptive mobile post-click landing pages are designed specifically for mobile device delivery.
Take a look at the official government site for the state of Alaska on a mobile device:
The state of Alaska’s homepage is a great example of a non-mobile responsive post-click landing page.