Your mobile landing page is your calling card in the mobile economy. Here are 7 tips to help you get it just right.
When you are running a business in the mobile economy, you need to make sure that every aspect of your business is compatible with the mobile behavior of your customers. This means that not only should you be readily available in mobile search results, you should also have easy options for mobile shopping and browsing. One of the most important factors in this regard is the mobile landing page. Whenever your customers arrive at your mobile landing page, you need to ensure that they have a uniformly smooth and positive experience. Here are 7 tips to help you do so.
- Easy Navigation: Typically, people who will arrive at your mobile landing page are people who are pressed for time. They’re there probably because they are on the move and need to get something done as quickly as possible. For this reason, you need to have an easily navigable mobile landing page. Do away with long, distracting menus or excessive links. Only retain those functions which you know your customers will need, such as a search box, or a ‘buy now’ call-to-action.
- Clear call-to-action: We’ve written before about the importance of a clear call-to-action, and it cannot be emphasized enough. Not only should your call-to-action be clear and easy to use ( a simple button is generally the best), it should also be compelling. You need to use the call-to-action to show your customers exactly what benefits they get out of it.
- No ‘Fat Finger’ Syndrome: Mobile screens are getting more and more responsive, although mobile pages themselves are not keeping up. You certainly don’t want your customers to feel frustrated simply because they were trying to do one thing and ended up doing something else. This is why you need to make sure your mobile landing page is ‘finger friendly’. This can be done by having large, clear buttons which have enough padding around them to absorb clicks that miss the mark.
- Have streamlined content: This means that there should be absolutely no content on the page that will make the user lose interest or that will increase the page’s loading time. Don’t make the mistake of copying your content directly from your desktop site: for mobile, the content needs to be more concise and direct. This also means that you can’t over-do graphics and images. Only have the most relevant images on the page.
- Avoid pinching, zooming and scrolling: As far as possible, your users should be able to see what they need as soon as they come to your mobile landing page , without having to scroll or zoom. Most mobile-users who will land on your page will be goal-oriented, and will hence have little patience for unnecessary actions like pinching and zooming.
- Avoid long forms: This ties in with the previous point: since users who come to your landing page are primed to perform actions, don’t make them fill out long forms. That will only infuriate them and possibly result in a high bounce rate for your page. Have a maximum of three fields in any form you use; if you can get away with just one field, that’s even better.
- Test your mobile landing page: Obviously you need to check your mobile landing page to make sure it meets all usability and accessibility criteria. Also, don;t just check it yourself: have it tried out by your team, as well as a sample group of consumers. This should give you enough feedback to find out if there’s anything wrong with your mobile landing page.