Tips to Mobile-Optimize Your Landing Pages – Part 1

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Mobile, one of the chartbusters of 2012, seems to be set to continue its reign in 2013!

Increasing number of people are accessing internet through their mobile phones (1.7 billion in 2013). This means that regardless of the kind of offers your marketing campaign runs, your Landing Pages (LPs) need to be optimized for mobile devices.

So we came up with these 11 tips to help optimize your LPs for mobile devices after a brainstorming session with our internal team:

1. Scaling right is very important
   There are so many web enabled devices available today, it’s hard to select a few screen sizes to optimize your LPs for. In such a scenario where many marketers are plagued by scalability issues, Responsive Web Design is the answer to your prayers. Responsive Web Design makes sure that your LPs are displayed properly in all screen sizes. Also, remember to enable pages to load and scale in both portrait and landscape modes.
2. Make it short and crisp
   Headlines and page content must be to the point. The ideal headline length is 3 to 4 words. The relatively small size of mobile phone screens limit headline lengths and page content amount. Every word you use must matter and convey meaning. It’s best for LP content to be in bullet points. Keenly scrutinize your LP headline and content. If you feel it’s too heavy, pick up those editing shears and cut away unnecessary content.
3. Click-To-Call
   Mobile users are looking for quick, on-the-spot solutions on the web. Adding the click-to-call button on your LP will add to your mobile conversions. Since people are actually using their phone at that time, this is the easiest way all around to convert. Place a phone icon with text saying “Call us now”. Users should be able to call simply by clicking on the click-to-call section. Highlight the section in a different color and offer your callers an incentive. Mention the incentive you’re offering.
   Remember to include the international prefix number (“+” sign followed by the country-specific code) so that your click-to-call number works for people outside the home country also. Display your office hours so that people know when to call.
4. Keep “thumbs” in mind
   All the clickable items on your LP must be easily clickable by the thumb. See to it that your links have padding, that there is some margin of space between links so that you can avoid mis-clicks. You can also use plug-ins with touch swipe gestures like Photoswipe.
5. Maintain order
   Show your content in single file. Also, add your Call-To-Action (CTA) within the top 100 pixels. If you’re not able to fit it there, add a teaser asking users to scroll down for their special offer.
6. Localize
   People are on the move with their mobile devices and do not disclose their actual location. You can still zero in on their location using geo-tracking systems. Use the local nature of mobile devices. Make your LPs more relevant for locals with localized deals and offers. You can also add tabs that show stores near the user’s location (For example, “Stores near Houston”). You can also customize content on your page for the local area of the user and pre-populate fields in the LP form.



7. Let your forms be simple
   Forms should occupy as less space on your LP as possible. They should also be as simple with the least possible number of fields. Longer forms lead to lower conversion rates since people may get bored of and abandon them in between.
   If you can’t fit your form in one page, break it down to two pages so that it doesn’t seem overwhelming in one page. Evaluate the fields you want to include in your LP form and choose only those that are most important.
8. The LP has to load quickly
   Your mobile LP has to load really quickly, in 5 seconds or less. For this, it has to be lightweight and below 20 kilobytes.
   The main factors that slowdown mobile pages are the number of requests (like loaded images, scripts etc) and the size of the page. Consolidate your scripts, resize, save mobile-optimized images, leverage usage of image sprites and use CSS instead of images.
9. Reduce number of user actions
   A user shouldn’t have to take too many actions to reach their reward. If you can limit the actions users have to take to three or four, it will add to your conversions. Every action a user has to take should be easy to do and take them one step closer to completion.
10. Your content should be legible
    Content that’s too small in size is a strict no-no for mobile pages. You might as well wave goodbye to page visitors if they have to zoom in to read content. Legible content is extremely important. Also, if you have any important content (which will impact your conversions), highlight it so that it’s easily noticeable.
    Users should also be able to easily navigate through your LP. This is why padding for links and is important.
11. Page navigation should be easy
    Navigating through your LP must be as easy as possible. Include a search bar, menu options, home button and other navigation buttons at the right places.
    The buttons should be of prominent sizes, have enough space between them for easy finger navigation and must be highlighted.

There is more to come so watch out for the second part of this post where we’ll be giving more tips on LP optimization for mobiles devices!

Image Source: Unbounce

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Tags: mobile landing pages, mobile lp, mobile optimized landing pages, mobile optimized lp