Two years ago it finally happened: The day we all anticipated would eventually arrive, did in 2014, when the number of mobile users overtook the number of desktop users around the world.
Some people saw it coming, some people didn’t. Regardless, the moment has come and gone, and since then, the gap between mobile and desktop internet users has widened considerably.
In fact, there are currently more mobile devices in the world than there are people; and smartphones specifically are predicted to outnumber land lines by 2020.
So as you’d imagine, marketers are salivating at the possibility of being able to reach nearly 70% of the population at any given moment, which is why mobile ad revenue is expected to reach nearly $58 billion in 2018.
What we’re seeing is an industry-wide shift like we did in the late 90’s and early 2000’s, as consumers migrated from print media and TV to online media and video streaming.
But is that shift justified? I mean, are people really using their phones in a way that would warrant completely altering your marketing strategy?
Let’s find out.
What smartphone users are doing with their device
When you look at how people are spending their time on devices today compared to five years ago, it’s easy to see why marketers are shifting their attention to mobile:
People are more attached to their devices than ever before. In fact, people have admitted to checking their phones up to 150 times a day.
It’s actually gotten so bad that some have even had to enter rehabilitation for phone addiction.
But is that accessibility meaningful to marketers?
Industry analyst Rebecca Lieb thinks so:
“I would argue that mobile is terrifically more significant than television or any kind of print media or even digital media. This is the screen that people have in their hands when they’re shopping, when they’re eating and when they’re considering a purchase. It’s really the first line of information and persuasion.”
As it turns out, she’s right — and now we have the data to prove it.
Research like this is proof that digital marketers need to build two versions of their landing pages: one that is optimized for traditional web platforms and one that is optimized for mobile platforms. (Or you could save time and use Instapage’s mobile responsive templates.)
These will be significantly different — and not just in terms of the pixel width of your page, but the context of use changes how people interact with landing pages. The context of use varies widely depending on the device they’re using and where users are using their device.
So if you have yet to build an alternate version of your landing pages, don’t panic. As many as 84% of marketers say they don’t have a formal mobile marketing strategy.
Today we’re going to show you a few ways to optimize your landing pages so they’re ready to take on mobile traffic.
6 Ways to maximize conversions on mobile landing pages
1. Minimize your ad copy
This rule is important to stick to on desktop, but even more so on mobile landing pages. After all, people are viewing the page on a screen just four inches high — so when it comes to mobile, less is much, much more.
Get to the point by delivering your unique selling proposition in just a few sentences, like this financial advice service, Albert, does:
2. Disregard “the fold”
“The fold” is the part of a web page where it’s cut off by the size of the screen. Everything you seen on your screen when you first visit a website is “above the fold,” and everything you have to scroll down to find is “below the fold.”
Some experts say you should put your call-to-action above the fold, so that it’s conveyed quickly and readily. Others believe that it doesn’t matter where your call-to-action is, as long as your content is compelling enough to get people to scroll down below the fold.
On mobile, things work a little bit differently.
Since consumers are browsing on all different screen sizes (e.g. iPad, Kindle, smartphone), the fold will be in different locations. That means unless you test your mobile landing pages on every single device, you won’t know exactly where your page elements are going to fall.
Because of that, you need to display your call-to-action first thing, like Tax Act has:
Don’t forget — people use mobile phones to find answers to their problems quickly. So if your landing page can’t provide an immediate solution, they’ll move on without a second thought.
3. Give them options
Normally we don’t condone using two CTA’s, because the fact is, people don’t like to make choices. So when you use two different calls to action on the same page, like “Learn More” and “Sign Up,” it can cause a drastic reduction in conversions.
That being said, we’re going to make an exception to the rule here, and say you should give people options, like Merry Maids does on this mobile landing page:
There are two reasons for that.
Sometimes people don’t like talking on the phone
By giving people the option to contact you via phone or form, you boost your odds of getting their business. Because when it comes to dealing with customer support, most people don’t want to talk on the phone.
Using two CTA’s that accomplish the same thing is okay
In the above example, both calls-to-action are meant to get people to do the same thing: schedule a free estimate. You can either call or proceed online — but the point is, these CTA’s aren’t combating each other, so in this case it’s okay to use two.
4. Include your phone number
This should go without saying. After all, a lot of times people are viewing it ON THEIR MOBILE PHONES, so making yourself easy to reach with the device they’re holding in their hand is just common sense. But listing your number isn’t enough. You need to make it clickable.
What do I mean by that?
Your phone number needs to use click-to-call technology, which allows people to initiate a call just by tapping it.
Take a look at what happens when I click Colorado Technical University’s phone number:
A small dialogue box pops up, on which I can tap “Call” to immediately contact a representative.
5. Account for slow Internet connections
People are going to be viewing your landing page on all kinds of networks. They might be at the airport connected to free unreliable wifi, or maybe in the coffee shop battling with other patrons for bandwidth.
When that happens, your landing page might be slower to load if you haven’t optimized its elements. And since research shows that for every one second delay in load time, conversions can drop by 7%, you’re going to want to make sure your mobile landing page is ready for anything, on any network. Do this by:
- Optimizing your images
- Figuring out how much bandwidth you need, and upgrading your web hosting
- Switching off all the plugins or extensions you’re not using
Here are some other ways you can speed up page load time.
6. Shorten your forms
Form length is also an element widely debated amongst conversion rate optimizers. Shorter forms tend to generate more leads, and longer forms, more qualified ones.
One thing’s for sure, though: On mobile, where people are using their thumbs to type personal information, shorter forms win out.
As always, remember the golden rule of landing page forms: Only ask for the information you absolutely need. And if you absolutely need a lot of information, consider capturing it in a few simple steps instead of all at once, like this mobile landing page for the University of Phoenix:
Are your landing pages optimized for desktop AND mobile?
If you don’t have the time to create multiple versions of your landing page, or the money to hire someone to do it for you, try creating one with Instapage.
We’ve made sure all of our 100+ templates are mobile responsive — which means they already come optimized for mobile. So all you have to do is create one on your desktop, and watch it display beautifully across all mobile devices. Try it here today!