Most shoppers say that they usually use mobile devices to search for new products and brands. This comes as no surprise, considering the rise in smartphones and other portable devices.
We’re going to look at how we can turn landing page traffic into revenue and conversions. Below, you can find five of our best practices to help drive a better return on investment (ROI) for your business.
What is a landing page?
A digital marketing landing page is a web page that will appear in response to clicking on a search engine result, marketing promotion, email or a PPC ad.
The main difference between a homepage and a landing page is that a landing page is customised to a specific campaign or offer. A landing page is a part of the process which leads users towards a call to action (CTA). Any PPC ad should be followed with a high-quality and relevant landing page.
How to drive conversions from a mobile landing page
Whether it’s on mobile, desktop or tablet, any landing page should aim to grab a user’s attention and maintain their interest. To do this, you need to stay relevant to whatever was promised in the ad or link. These are our top tips to consider:
1. Create a separate landing page for mobile
It’s generally not enough to be mobile-friendly anymore. Instead, site owners should be aiming to target mobile users specifically. You can do this by creating two separate landing pages for mobile and desktop.
When creating your mobile page, consider how well it will flow compared to the original desktop version. Mobile users browse differently, so it’s important to customise a page accordingly. It’s best to map out your mobile customer journey and then build your page optimised to these users in particular.
2. Include mobile-optimised popups
Popups can be useful as long as they are fully optimised for mobile and meeting Google’s guidelines. The most important thing to remember here is to keep things simple. From a user perspective – visitors don’t want to be overwhelmed or interrupted by multiple popups.
If you’re using forms, limit them to fewer fields, for example, just a name and email address. Worry about providing more information at a later date – once you’ve got a user email. Make sure the popups, in general, are smaller and don’t take up too much of the mobile screen.
When used correctly, popups are a great way to increase conversion rates and drive valuable leads.
3. Use a click-to-call button
Critical data, including business hours and pricing, can help users navigate your site and easily communicate with your business. When optimising for mobile – calls are an important part of communication.
This is for the simple reason that mobile users are highly likely to make a call on-the-go. This is easier for them to do if you have a clear and accessible click-to-call button.
We recommend having a button that’s easy to spot and big enough to click on. Mobile users are usually looking for a quick solution – so if they cannot find it quickly, they will likely head elsewhere.
If you’re using WordPress, you can do this by using the WP Call Button plugin. You’ll also be able to customise the button to match your landing page.
We recommend keeping landing pages as concise as possible while keeping any essential information above the fold (the top half of the page). When a page exceeds the size of a mobile screen (which is likely), you could consider using navigation buttons.
When a user wants to read on, a click-to-scroll navigation button can direct them further along. That way, you’re keeping all the necessary information above the fold for all visitors and then giving them the option to move further down. This is instead of forcing all users to scroll. It’s a way of providing them with a bit more control which should reduce bounce rate.
5. Use shorter copy
Your mobile landing page doesn’t need to contain all of the same copy from your desktop page. Instead, mobile is a place to use a short and abbreviated copy.
You can adopt a ‘less is more’ approach when optimising for mobile. This can still be appealing and colourful, but you’ll want to get to the primary point quickly to avoid high bounce rates. The main goal is to keep any information that adds value.
Here are some ways you can reduce the text on your mobile landing page while still encouraging conversions:
Have shorter sentences and paragraphs
Sentences and paragraphs should be kept short and easy to follow. Try to avoid having big blocks or walls of text. Instead, you can break up paragraphs to help visitors find key points.
Bullet points or numbered lists
You can use bullet points or a numbered list to get any essential pieces of information across in smaller, more appealing chunks of text.
You can often do without some of the supporting copy that surrounds a point. You could also use the navigation button we mentioned earlier to provide users with the option to find out more.
Bullet points and numbered lists generally draw more attention than an overwhelming amount of words – making your key points less likely to be overlooked.
Having too many images, videos, or other visuals on your mobile landing page can cause visitors to become frustrated and leave a page. Images and videos take up more data than text. Not all mobile users will have access to WiFi – so will be relying on their cellular data. With this in mind, try to keep visuals to a minimum and optimise and compress any images you use.
To cut down on images – avoid using too many that are purely decorative. When using videos – avoid having them on auto-play. Again, when a video plays automatically, it will use up data and possibly deter users from your primary call to action. Instead, have a button that requires users to click for the video to start.
A landing page doesn’t need to include every piece of information about your brand, product or service. So, only include a video if it relates to the relevant PPC ad and CTA.
Need some extra help with a campaign?
A PPC landing page is just as important as your PPC ad copy. If you’re missing out on mobile conversions, then this could be the reason why.
Do you need someone to step in and maximise performance on your mobile campaigns? Feel free to give us a call or email with any PPC related questions!