This blog post has been updated for 2019. In the world of online marketing, if desktop landing pages are like job interviews, mobile landing pages are the high-stakes elevator pitches. You only have a few seconds to capture attention and drive action. Crafting an effective mobile landing page requires careful planning and a solid mobile strategy, or you risk losing valuable conversion chances. MORE: 9 Tips for Killer E-Commerce Product Pages

Why Mobile Landing Pages Matter

You might be fully aware that ignoring mobile users is not an option – in fact, it’s practically impossible in today’s world. Yet, you’ll likely encounter resistance from those who don’t prioritize mobile optimization, claiming it’s unnecessary.

At nexus-security, we believe in letting the data speak for itself. Here are 10 compelling statistics to challenge the skeptics:

• Mobile devices account for the majority of all internet traffic.
• People dedicate 69% of their total media consumption time to smartphones.
• The proportion of US adults who own a smartphone has grown rapidly throughout this decade.
• A remarkable 89% of consumers are likely to recommend a brand after a positive mobile experience.
• Conversely, 57% of mobile users wouldn’t recommend a business with a poor mobile website.
• Consumers are 62% less likely less likely to engage with a brand after a negative mobile experience.
• Mobile devices (smartphones and tablets) drive 71% of global traffic to retail websites.
• From Q3 2017 to Q3 2018, ecommerce conversion rates on both smartphones and tablets grew.
• Online shopping orders placed via mobile devices account for Nearly half.
• Tablet users stand out with an impressive 8.58% rate of adding products to their carts on ecommerce sites.

Designing Effective Mobile Landing Pages

While your desktop landing pages are technically viewable on mobile devices, it’s crucial to have dedicated mobile versions. Presenting desktop versions on mobile is a significant mistake – remember, users interact with websites differently on mobile devices people interact with sites very differently on mobile devices. Here are some best practices for designing mobile landing pages.

Crafting Headlines for Mobile

Keep your headlines incredibly concise, aiming for four words or less – even those captivating, clickbait-style headlines need to be trimmed. After drafting your copy, go back and ruthlessly edit it down to the bare essentials. Every word must serve a purpose. You can even consider whether your mobile landing page needs text at all – some businesses find success with image-focused designs.

Organizing Your Mobile Landing Page

Ensure all essential information for user action is instantly visible. Design with your customers’ perspective in mind. Would you spend minutes zooming and scrolling on a small screen for product details? Neither will your customers.

Resist the temptation to cram every pixel with images, text, or distractions. Take the mobile landing page examples above – the calls to action are prominent, but the clutter could deter potential customers. Moreover, the excessive use of images can lead to longer loading times. Consider this if you’re using mobile landing page templates. Embrace minimalism – white space is your ally.

Mobile Landing Page CTAs

Calls to action need to be strong, clear, and immediately noticeable. Ideally, your CTA should be one of the first elements a user sees. However, visibility alone isn’t enough. If your goal is lead generation, avoid lengthy forms. Keep them concise, perhaps asking for a name and email address only.

Clickable Phone Numbers

Make it effortless for customers to reach you. Include a phone icon or make your phone number clickable. If you want to drive in-store traffic, link to a Google Map for easy navigation. Consider the frustration of misclicking a button and waiting for the wrong page to load. Prevent losing potential conversions by ensuring clickable elements have ample padding around them.

The Need for Speed

Speed is paramount for mobile landing pages. Every second counts – the longer users wait, the more likely they are to abandon your page.

Steer clear of technologies like Flash and plugins that can slow down loading or create compatibility issues. Opt for .jpg images whenever possible, and avoid PNG-24 images. Employing technologies like HTML5 and jQuery can also enhance page load times. Minimize HTTP requests (by removing unnecessary scripts) and use CSS image sprites to further reduce load times. While ideal page size varies, aim for around 20 kilobytes for your mobile landing pages. Remember that users access your pages from various connections. While a page might load in under five seconds on a strong 4G LTE connection, it might be much slower on 3G. Optimizing for slower connections ensures a smoother experience for everyone.

The Power of A/B Testing

A/B testing is crucial for landing page optimization, especially for mobile.

Image credit: Google Consider the mobile landing pages above. Which one do you think would convert best? The second example, with its text-heavy layout and unclear call to action, is likely the least effective. The first page, while better, could benefit from less copy. The third and fourth pages are the strongest contenders, featuring clear calls to action and enticing incentives – either 10% or $5 off. Seems like the perfect time to send flowers to apologize for accidentally erasing that important episode, right? Utilize A/B testing extensively. Start with significant variations and then refine them incrementally. Don’t just test layouts – experiment with call-to-action phrasing and incentives. Try writing copy that resonates with your target audience. Even minor adjustments can significantly impact conversions.

3 Examples of Excellent Mobile Landing Pages

Let’s wrap up by showcasing three companies nailing the mobile landing page game.

Geico

Geico’s mobile landing page exemplifies minimalism. It’s remarkable how much they achieve with so little. Every element serves a purpose, with no distractions. The value proposition – saving money – is instantly clear. Converting is also effortless. Users only need to enter their ZIP code for a quote, and the prominent call button connects them with a representative instantly.

Plated

While slightly busier than Geico’s, Plated’s mobile landing page is still effective. The standout feature is the enticing discount offer. The prominent “Save $80!” call to action is hard to miss, encouraging conversions. The information bar at the bottom is another great touch, providing quick access to different sections with a single click, enhancing the user experience.

Zoho

Zoho’s mobile landing page excels with its impactful headline: “We sell team communication software. It makes you more productive.” It conveys the essential information concisely. Allowing immediate app downloads directly from the landing page is another smart move, catering to mobile users’ preference for instant gratification. This aligns perfectly with the importance of a seamless mobile experience for business success.