Mobile devices are the future. Optimizing your landing page for mobile traffic is no longer negotiable as more Internet users browse the web using mobile devices than with any other device. Worldwide, mobile traffic share is around 55% while desktop traffic, which had dominated historically, is about 42%.
These stats illustrate how critically important it is to optimize your landing pages for mobile traffic.
A poorly designed or optimized landing page could send your potential customers away by giving them a negative impression of your business. Who hasn’t followed a link in a smartphone just to get a landing page that just looks unprofessional and doesn’t make sense?
It is estimated that 61% of consumers would be more likely to acquire a good or service from a mobile-friendly website. This, when combined with the fact that 66% of all emails are read on a smartphone or tablet, has made marketers around the world aware of the importance of mobile marketing optimization
In this article, we will provide you with 5 easy steps you can follow to avoid wasting traffic that could be converted otherwise. By giving a good first impression and catching a visitor’s attention, you are sure to improve your conversion rate organically!
Not only are today’s Internet users generally impatient and try to avoid having to spend too much energy, but they also lack the attention to focus on content. Studies have shown that in the last 15 years, the average attention span has dropped from 12 to 8 seconds.
This lack of a long attention span makes it essential for you to optimize your content both in terms of loading times and content.
The longer your potential customers have to wait, the likelier it is for them to close the page and go elsewhere. In a similar way, if they find themselves in front of a wall of text, they will immediately get frustrated and avoid reading it.
Well-optimized landing pages are minimalistic, aesthetically pleasing, and uncluttered with content, increasing the potential for conversions. By stripping away anything that isn't essential on your landing page, you are ensuring the improvement of loading times and the potential of your customer reading its content.
While this principle can be applied to all parts of your website, it is especially important when it comes to landing pages. The landing page should generate leads that eventually will take your customer through the customer funnel.
Make every step of the process as simple as possible for your customer and they will be less likely to have second thoughts. Getting a service or product from the internet shouldn’t be cause for a headache!
There is no customer who would wish to wait more before getting what they are looking for. As such, you shouldn’t have them waiting just because they are using a mobile device. Reducing the loading time for your mobile landing page is one crucial thing you can do to optimize them for customer conversion.
The probability that a person will leave your site before it loads increases by 106 percent after five seconds of waiting.
Additionally, mobile data speed varies by region, networks, providers, and device-specific factors.
Another usually overlooked benefit of mobile landing page optimization is their ranking in search engines. Companies like Google and Microsoft keep loading times into consideration when ranking a site in search results.
To improve the user experience by ensuring pages load more efficiently, there are several options you can choose from. While removing unnecessary content will help when it comes to reducing loading times, it won’t always be enough
For this reason, considering improving the technical foundations of your page will usually be the best way to go when it comes to optimizing your landing page speed. Consider doing the following:
You may be able to follow one or more of these steps, which are sure to improve the loading time of your website and landing pages. However, in some cases, you might need to make changes on the server level to reduce loading times in a noticeable way.
One of the biggest advantages of having your potential customers visit your landing page using a mobile device is the added flexibility this provides in terms of features. For example, while not a lot of people use their laptops or desktop computers to make calls, almost everyone uses their phones for that purpose.
You can take advantage of these innate differences by adding features such as Click-to-call buttons or alternatives specifically designed for your chat platform of choice. Implementing these features will make it easier for users to contact you directly, getting you higher chances of conversion.
If you are keeping your landing pages simple and your customer wants to know more about you right away, just let them know they can do it by clicking a button!
Adding other features like Click-to-scroll that simulate the way mobile applications work is also a great way for your landing pages to feel more intuitive and smooth. Studies have shown that implementing this feature can reduce bounce rates significantly.
While most designers will think about the visual aspects of a landing page, the contrast is something that is usually overlooked. This can be a deal-breaker for mobile users depending on the environmental conditions they have at the time of visiting your site.
High contrast not only ensures you can use it to highlight buttons and content you want your visitors to pay special attention to, but it will also ensure the environmental conditions of the visitor don’t prevent them from seeing what is on the screen.
Having to look for a shadow or manually increase the brightness setting of your screen to see what is on the screen should not be necessary. This is the same case for your visitors!
Just like the visibility, you should consider how space is used in your landing page. Have you ever struggled to click the right button or link when visiting a website? If so, you know how frustrating it can get,
Always keep in mind that mobile devices have smaller screens, you don’t want to clutter several buttons, popups, and links over each other. Optimizing the use of space to ensure your client can see and click what they are looking for is fundamental to a great user experience.
No one should not feel self-conscious or excluded for having bigger fingers or smaller screens!
One of the biggest mistakes that web designers make when optimizing a page for mobile devices is not adapting their forms.
While filling a form when on a desktop or laptop might be easy when it asks for a lot of information (which is debatable), expecting the same of a phone user is a grave mistake.
When a user encounters a long and tedious form while navigating on their phone, the first questions that might come to their mind are: Do you expect me to fill this on my phone? Is filling this form worth it?
This problem can even be worse when developers implement captchas that expire and set a lot of formatting requirements for each field. In such cases, is not unusual for users to be asked to fill the form all over again.
When it comes to forms, ask for the information you must have to start a conversation with your customer. By having their mobile number or email address, you will then be able to get the remaining information in an easier and more interactive manner.
Mobile continues to take up more traffic share each year, making it clear for everyone that the trend isn’t going to stop anytime soon. As with most things in marketing, you either have to adapt or let your business disappear from the competition.
By optimizing your landing pages for the devices that are taking over society, you are sure to increase your chances for success. Why not go even further and just optimize every page on your website for both mobile and desktop users?
While most visitors won’t consciously realize a difference in loading times of about 1 second or how easy it was to get the information they required, their overall experience will account for it. WordPress
By following these simple steps and considering how each of your landing page elements will look and behave on a mobile device, you will make a world of difference for your potential customers.
With over a decade of digital marketing experience, Nicholas runs a conversion-focused growth marketing agency specializing in landing page optimization. He’s also a podcast host and the creator of a popular newsletter called GrowthMarketer Weekly.