Mobile landing pages have their work cut out for them.
They have to persuade visitors to convert using fewer words, graphics and screen space. And while visitors have a low tolerance for friction on desktop landing pages, for mobile landing pages the tolerance level drops to zero and below.
Why? Because, there’s literally no room for friction on mobile landing pages.
Friction is any element on your landing page that causes your customers to resist clicking on the CTA button.
This resistance can be caused by any or all the elements on your page, which is why friction is a silent conversion killer. Marketers know their conversion rates are sinking, but they can’t put a finger on the culprit.
Neil Patel of Crazy Egg defines friction as, “any variable, website quality, or user behavior trend that is slowing down (or entirely halting) the progression of your company’s sales cycle.”
Marketing Experiments describes the concept as, “a psychological resistance to a given element in the sales or sign-up process…friction is the aggravation factor.” Because your landing page conversions take place in your customers’ minds before they do on your page, it is vital that your page be free of any psychological resistances.”
Friction confuses your visitors; it creates anxiety and frustration in their minds, so much so that they abandon your landing page.
Working so closely with landing pages, I have seen my fair share of landing page elements that cause friction, and while we have covered how to eradicate friction from desktop landing pages. We were yet to cover how to fight friction on mobile landing pages. This is our agenda for today. We’re going to identify points of friction on your mobile landing pages and will tell you ways to get rid of them.
The small mobile screens make browsing a tough task, which is why the main element that causes friction on your mobile landing page is the device itself.
According to research done by Monetate visitors are more likely to do research on their smartphones, but do the actual purchasing on their desktops.
Get your users to sign-up with your mobile landing page, they’ve now entered your marketing funnel. Now persuade them with enough freebies and convincing emails to follow up with you once they sit on their desktops, and lo and behold you’ve got your sale.
Your mobile landing pages are a key tool for user research. You need to design them in a way that users can easily get information off of them, and this happens only if there’s no friction.
According to Kissmetrics, "a 1 second delay in page response can result in a 7% reduction in conversions.”
Your mobile landing page better load fast, or it may as well not load at all because your visitors will have moved on to something faster.
So, what’s the key to a fast loading mobile landing page?
Use fewer design elements on the page, reduce the number of images and copy on your mobile landing page as compared to your desktop landing page.
Not everyone has a super-fast internet connection, create a page that will load quickly on any mobile device.
There is a lot of difference between the screen of a desktop and that of a mobile phone. The same combination of elements that works on a desktop landing page might not work out on a mobile page.
Create a simpler, faster and clearer impression with your mobile landing page, all the while remembering the fact that the fold is smaller on a mobile screen.
Look at Shopify's landing pages as an example.
This is their mobile landing page.
And this is their desktop landing page.
Even though the elements on both the pages are the same, the order of the elements is not and this is what works in Shopify’s favor.
HubSpot’s desktop and mobile landing page for marketing automation have the same order and number of elements. This causes the mobile landing page to be a little too text heavy which is not good for conversions.
Here’s the desktop version.
And this is the mobile version.
Giving your visitors an option to contact you on your mobile landing page is the most natural and obvious thing to do. This is where click to call buttons come into play.
Because your visitors will mainly be using your mobile landing page for research, it is important that they can contact your company with any queries that they might have by simply touching a button.
Don’t mention your phone number on the page (that’s what desktop landing pages are for) instead add a button that has your number on it along with copy urging your visitors to call you.
The Badger car service has a nice big click to call button on their mobile landing page, and though I’m not particularly in love with the rest of the page, I do like the button.
The Clicktale mobile landing page doesn’t have a click to call button, but it does have a button that leads you directly to their phone number.
Want your mobile landing pages to do well, remove all points of friction from them.
Need help creating mobile landing pages? Create instant mobile-responsive landing pages with Instapage. By simply crafting your desktop ready and optimized landing page, you can create a mobile page as well. The mobile builder will instantly sync headlines, images, and other elements in a way that makes sense for your mobile layout.
Have any questions about mobile landing pages? Please let us know in the comments.