Unlock brand value and deliver engaging customer experiences by building effective mobile landing pages that drive traffic and conversions.
The rise of mobile web browsing presents a significant opportunity for brands to deliver better mobile experiences, starting with mobile landing pages. A recent Google study showed people who have a negative website experience on mobile devices are 62 percent less likely to purchase from that brand in the future. At Parallel Interactive, we recommend optimizing your mobile landing pages to boost brand value, deliver powerful customer experiences, and drive conversion rates. Here are five key principles to keep in mind when building effective mobile landing pages:
1. Rev up your mobile page speed.
More than half of mobile site visits will be abandoned if at takes longer than three seconds for a page to load. Many brands are jumping on the page speed bandwagon and even developing their own tools. Expedia just developed a cloud optimized, PWA-based web platform that powers its hotel shopping path and mobile landing pages, delivering pages two to three times faster than ever before. Track your site speed using Google’s Page Speed Insights for suggested improvements to increase your page speed and determine if technologies such as Accelerated Mobile Pages (AMPs) might improve your performance.
2. Prioritize above-the-fold content.
Above-the-fold space is limited on mobile devices, making it critical to capture customers’ attention quickly and keep them scrolling. We recommend featuring the most important content at the top of your mobile landing page and reducing clutter like navigation links and non-transactional elements that can be distracting to customers. On search results pages, show enough examples to indicate a breadth of options without cluttering the page. On product-specific mobile landing pages with heavy imagery, allow the user to swipe through images instead of auto-loading a carousel. Be careful how many images you have on your mobile landing pages and make sure they are properly optimized so they don’t slow down your page speed.
3. Offer a clear value proposition.
A mobile landing page should include a value proposition to demonstrate your company solves a customer problem and delivers benefits better than the competition. A good value proposition uses customer-oriented language to explain why they should buy from your brand. For example, Uber’s value proposition differentiates itself from competitors by stating it’s “the smartest way to get around.”
4. Customize key information.
Customers expect landing pages to automatically integrate relevant, personal information for a smoother mobile experience. In fact, 61 percent of people say they expect brands to tailor information based on their personal preferences. Design your mobile landing pages based specifically on contextual information like customer demographics, interests, and stages in the customer journey. Make your mobile landing pages easier for users to navigate by auto-filling destinations and search queries, providing links to recent searches, using auto-suggest features, and leveraging signals from mobile devices like geographic location and time of day.
5. Design a distinct call-to-action.
Every action your customers should take on your mobile landing page is embedded in your call-to-action, so make sure it captures attention and converts. Once you’ve established your CTA, use large, easy-to-tap buttons with contrasting colors and fonts for high-visibility and engagement. Using a CTA button increased Campaign Monitor’s click-through rates by 28 percent over link-based CTAs. We recommend A/B testing different button options to see which call-to-actions work best for your business.
