Rajat Chauhan — May 1, 2019 — May 1, 2019
Landing pages are crucial to modern digital marketing campaigns. Unlike the past when just a website was enough to strengthen your outreach program, getting mileage requires focused attention at various levels, today. Your prospective customers are everywhere, using multiple devices with dwindling attention. In such a scenario, it is important to capture leads with the help of targeted landing pages that are quick to capture leads.
Landing pages are really important and 48% of the marketers create dedicated landing pages for each marketing campaign.
A landing page is designed with just a single aim- to capture a lead by persuading a visitor to interact with call-to-action. Functioning as a standalone page, landing pages serve as a destination for visitors who choose to click on your pay-per-click or similar campaigns.
Getting Landing Pages Right: Why Landing Page Optimization is Hard?
Landing pages aren’t a new phenomenon and marketers have been using them for a while to capture leads. But the problem lies in the approach they follow to develop a landing page. Most often, many consider landing pages akin to corporate websites and make a mistake in accounting for the purpose of the landing page.
A website is meant to inform the visitor about what all a company can do. It’s more of a digital storefront giving visitor the power to browse, read and look around before making a decision.
In contrast, landing pages are designed to create a sense of urgency in the minds of users. Landing pages are meant to offer something to the visitor in lieu of their personal details, which they share voluntarily.
The difference in approach is what challenges marketers to create the ideal landing page. In fact, creating and testing landing pages is one of the top five challenges faced by modern-day marketers.
Designing the Ultimate Landing Page for Mobile: Tips for Mobile Optimization
Many marketing pundits have a set formula to ace the landing page optimization process. They say that you need to:
- Create an eye-catchy headline under 10 words
- Write impressive offer description not exceeding 100 words
- Add a lead capture form
- Design an attractive button
However, landing page optimization for mobile isn’t just about all this. When you are optimizing for mobile, you need to think holistically and keep a check on the time your target audience spends online. One way of doing the same can be looking into insights offered by Google analytics.
By refining those based on visitors who are using mobile devices, you will be in a better position to understand how often and how long users spend online while interacting with your business. This will help you set the benchmark for mobile optimization.
Another rule of thumb associated with landing page optimization for mobile is that you need to minimize the number of links on the page. Ideally, your landing page should only have one link, i.e. the CTA button to minimize distractions for visitors.
Now that you know the basics, let’s move on to some advanced aspects to create conversion-boosting landing pages for mobile:
1. Navigation
You might have heard how important navigation menu is for a website as it makes it easier for visitors to look around. But as mentioned above, your landing page is different from your website. It is not meant to inform but to capture leads. So, if you are planning to make your landing pages more effective for capturing leads, it should only have one link- i.e. the CTA.
Removing navigation menu can increase conversion rate by upto 100%!
As users on mobile screens are always in a rush, they are always looking for the next step on a page they visit. Having a navigation bar on top of your landing page would only serve as a distraction. If you really want to grow your email list or get more leads, you should not include navigation as it would lower the conversion rates.
2. Landing Page Copy
75% of marketers and businesses find it hard to get access to expertise for optimizing copy for their landing pages.
While writing for mobile landing pages, you need to adhere to basic typography rules for mobile web design such as:
- Writing crisp headlines
- Making use of short paragraphs
- Peppering your content with bulleted or numbered lists for clarity
- Using header tags to break up text portions
- Using formatting options like bold, italics & stylized texts to grab attention of visitors.
If you are already following these tips, you need to focus on the next aspect, i.e. how long your copy should be for mobile optimized landing pages. Fundamentally, you should write only that is needed and cut off extra fluff. However, this also depends on the type of offer you are providing. Some offers are more persuasive than others.
In cases where lead gen offers requiremore convincing, you need to be more astute towards your landing page copy. But you need to break down everything in small sections so mobile users find it easier to navigate. Here is an important tip to help you through with the challenge associated with developing copy for your mobile landing page:
- If the brand is relatively new, you should just focus on minimized copy that focuses on making visitors convert, instead of dragging them along a lengthy copy.
- If you are working with a reputed brand with a longer the sales funnel and high-priced sales proposition, you can think of going with a lengthy lead capture page as people would be more interested to read more about the offer and the brand.
3. Lead Capture Form
A lead capture form is the most important element of a landing page. Still, marketers pay a lot less attention to this. Most often, they are confused lead capture forms- how many fields they should include, where they should place the form and how to make the form more interactive. Clearly, a lengthy and confusing form would push visitors away. So, one should follow the below mentioned rules:
-
Just include the fields that are necessary
If your purpose is just to grow your email list, you shouldn’t go beyond name or email ID. If you want a pre-qualified lead, you can add additional fields according to your sales funnel.
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Place the lead capture form towards the top
For mobile users, you would want a lead capture form which is accessible in two or three swipes. Placing a form further down would increase the chances of a dropout.
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Visually engaging and attractive
Your lead capture form should be really engaging and appealing for the visitors. They should be persuaded to give out their information just by the look of it. For this, you need to focus on the design, CTA button and the copy- i.e. the headline of your lead capture form.
4. Footer
Though I have explained the use of navigation on a mobile landing page, it is important to discuss the footer section, too. It is rather a good idea to include a footer in your landing page but it should not be the same as your website. You need to ensure that there are no excessive design elements and links that can distract a mobile user.
Instead, the footer should give visitors additional information that enhances the trust quotient. You can think of including privacy policy, terms of use and other policies to offer transparency to the visitors.
Concluding Remarks
Creating a mobile-friendly landing page is no doubt a monumental task. While you may be good at mobile optimization, using those principles for landing page optimization can be a bit tricky. The key to a conversion-centric landing page lies in understanding your visitors in detail. Also, you need to define the purpose of the landing page. If you are creating a landing page just for growing an email list, just stick to mobile UI design principles, else you can improvise based on your sales or marketing funnel. Also, you need to invest in A/B testing for experimenting with page layout, form design, etc. and finding out what works best for you.
Moreover, you can consult to a good and experienced mobile development company to enhance or create better landing pages for mobile and start collecting more leads and conversions.
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