3 Guidelines You Must Follow to Increase Your Mobile Lander’s Conversion
We’ve lived through a pocket-sized revolution in the past few years: our collective decision to take the internet with us everywhere we go, in the form of smartphones.
There’s been a lot of buzz about it recently as marketing strategies in nearly every industry are becoming mobile-centric, and with good reason. The mobile market is growing exponentially every year. In 2015, there were almost 8 million mobile devices worldwide, and over $100 billion flowing through mobile e-commerce. This is why most major companies are investing huge funds to develop their mobile presence. Studies show that the attention span in Western society is getting shorter and shorter. That fact becomes very relevant in browsing behavior and especially in mobile browsing behavior.
About 40% of visitors will leave your site and go to your competitors unless you win their hearts in the first 8 seconds. That means your mobile lander is one of the most important elements of your campaign. Here are some guidelines to make your mobile landing page the best it can be:
Make it sweet and simple
The average mobile phone session takes less than 80 seconds. It is about half the length of the average desktop session. Your mobile message has to be clear, precise and to the point. Focusing on this little screen is tiring, and moving the next result is so easy and just a click away. Make it easy for your client to get your point. Your page should be simple: the value of your product and the call to action should be clear at first glance.
Make your lander easy to read
The smartphone screen is very small. Complex graphics and text formations can’t be appreciated, and it’s a sure way to lose your visitors. See that the color pallet is simple and high contrast. The text must big and well-spaced. Also, make sure that the design works well both in landscape and portrait.
Make it upload quickly
Mobile users have far less patience to let pages load compared to desktop users. Think logically: a desktop-user usually sits in their office, home or a café, while mobile surfing takes place in elevators, traffic jams, coffee breaks and while waiting in line. Over 30% of mobile users will not wait beyond 8 seconds for your page to load.
Google acknowledges this fact and its latest guidelines state clearly that fast sites will get a better ranking. They now offer a tool to check your page speed. In order to make your page load faster, keep your lander weight below 250 KB. Optimize its image and limit the number of scripts. Using VPS or private hosting can help as well, especially if your page gets a lot of traffic.
We browse differently in mobile and desktop. The downside of mobile is that you have to be very limited with the complexity of images and text. On the plus side, mobile visitors are usually looking for business, so with a clear and powerful message and call to action, you can get better business than with desktop visitors.