If the marketing cycle is an automobile, then landing pages are the gasoline; they keep the production moving. Unlike other less-segmented digital marketing tactics, landing pages have the unique opportunity to reach a user exactly where they’re at in their buyer’s journey. But, with great power comes great responsibility, and often, landing pages don’t live up to our expectations. Poor functionality and landing page design are often to blame, but there are more underlying factors that cause subpar performance. Below we will teach you how to create a mobile landing page that produces high conversion rates!
How to Create a Mobile Landing Page with High Conversion Rates
Every piece of the user experience should work towards fulfilling the goal you’ve set for your landing page. Do you want users to sign up for a mailing list or a free consultation? Are you trying for an immediate sale? In an ideal world, every user would fall in the latter category. But, that’s obviously not how lead generation works.
Instead, you have to capture leads across the spectrum and structure your marketing efforts accordingly. How to create your landing page is based mainly on your audiences’ readiness-level. Someone subscribing to a newsletter has different needs and priorities than someone looking to buy right now. The earlier is just starting to consider a product or service – and not even yours necessarily. They would benefit from a free downloadable resource, joining a mailing list, or perhaps a video tutorial. A person further in their buyer’s journey may require more specific information to influence their decision. They could be more interested in a resource specific to your products or services, a demo, or a consultation.
Once you’ve defined the desired outcome, you can create and optimize the page with a straightforward offering to the user.
Your Ultimate Guide to Creating a Mobile Landing Page
Follow our step-by-step instructions for creating a mobile-friendly landing page!
Create Content and a CTA
The most effective landing pages provide a clear description of the offer, and any subsequent steps a user has to take to receive it. Mobile landing pages with high bounce rates typically don’t provide enough direction or give too much or too little information about the offer itself. You want your mobile user to have just the information they need to make a quick decision. Usually, you should try to keep your thoughts to a few paragraphs, with one header. Also, don’t just assert that you have a great offering. Explain exactly what your offering is and how a user can benefit from it.
Build Out a Mobile-Friendly Landing Page Through Your Website
There are many external sites to build a landing page, but it’s more advantageous to create a webpage on your existing site. For starters, it makes tracking conversion rates, A/B tests, and other benchmarks much easier since the data is already tracing back to your website. Secondly, it’s much easier to tweak landing pages as needed, especially if you create a template.
Your landing page should be easy to navigate through, so it’s recommended you have your content overhead and then a CTA button directly beneath. Page size is limited on a mobile device, so you need to get your message across quickly, to avoid a user scrolling through redundant content. If they need to submit contact information, have a highly-visible form field for them to fill out. If they need to download your resource, make sure the action button is working. If you want your user to click-to-call, have a call button, and list your phone number for safe measure.
Building off our last point, the entire mobile experience should be flawless. 40% of users will abandon a page if the load time is longer than 3 seconds. Mobile users move quickly, and your page speed could hold you back. Routinely check your site to make sure pages are loading correctly.
Generate Traffic to Your Landing Page
Deciding where to push your landing page depends on your clientele and offer. You have to meet your customers where they’re at, so if it naturally makes sense for people to find you via a mobile search, you’ll want to put in a good amount of search engine optimization (SEO) efforts to generate more traffic. If it makes sense for your industry, consider pushing your landing page through organic or paid social media posts. Email marketing is another great way to capture leads, especially from mobile users. Plus, then you’re able to run A/B testing to see what verbiage your audience best responds to.
There are many possibilities for driving mobile traffic to your page. The most successful marketers continually test their strategies to see what is and isn’t working, and then they adapt.
If you’re wondering how to capture more leads for your business, landing pages are a great way to start. But, you should consider a more comprehensive digital marketing strategy for the best return on your efforts. Learn more about conversion rate optimization for your business by contacting Front Porch Solutions!