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Mobile Landing Pages
Creating Mobile Sites and Landing Pages for Promotion
If you do business online, you know the importance of a properly designed landing page to convert website visitors into qualified prospects. It is important to make sure your landing pages not only have the proper design, layout, and messaging, but also are properly formatted for the rapidly growing number of visitors who access the mobile web on smartphones such as iPhone, Android, and Blackberry. As such, the best course to take is to create a unique mobile-friendly website or landing page for your organization's message and/or service(s).
What is a Mobile Landing Page?
Standard websites are designed for desktop viewing and do not display well on a mobile device. If you want to convert visitors on mobile, you need to ensure that your landing page (the first page they see) is properly designed for handheld display and touch-screen interaction. Conversely, if you send users to web pages that are difficult to view on a handheld device, it will make a negative impression and there is a good chance they will navigate to a competitor who offers a better mobile experience.
Mobile Landing Page Elements
- Mobile Page Design & Layout - you need to ensure that your mobile page is formatted for viewing on smaller handheld screens while also retaining your overall brand identity and consistency with your desktop site and other marketing matrial.
- Mobile-Specific Content - it is important to consider that reading comprehension is different on the web compared to printed materials, and this is especially true for mobile pages. Viewers on mobile are best served by streamlined content which is easy to digest at-a-glance; this may require you to rewrite some or most of your copy for mobile-friendly digestion.
- Touch-Screen Interface - when designing for the mobile web it is important to consider that many users are going to be on touch-screen devices. It is important to ensure any interactive page elements (submit buttons, links, navigation) are sized appropriately for a touch-interface. Our Qfuse system does this automatically.
- Device Detection - If your campaign targets users on both mobile and desktop, then you will want to use "device detection" on your standard desktop site; this way users on handhelds will automatically redirected to the mobile equivalent landing page.
- Call-to-Action and Conversion - as with any landing page, you will want to ensure that your mobile landing page includes a strong call-to-action which will inspire visitor action and lead to conversions. The call-to-action will vary depending on your goals, but the same conversion actions available on a standard website are also available on mobile (e.g. "Request info," "Purchase now," "Special offer," "Donate," etc...)
- Note that on mobile web pages, there mobile-specific actions users can take, such as Place a phone call. Send a text message (SMS), View mapp/directions (GPS), etc
How do Visitors Arrive on Your Mobile Landing Page?
There are a number of ways targeted traffic may arrive at your mobile landing pages, including:
- QR Codes - QR Codes are a exciting way to link offline and online media; users scan the QR Code on their mobile device, which then directs them to a web page. Because you know the viewer will be on a handheld it is critical to make sure the QR Code points to a mobile landing page; directing a QR Code to a standard desktop website is a big mistake.
- Mobile Search Engines - as with standard desktop search, mobile search is a popular way for visitors to find your website via engines like Google, Yahoo and Bing. When targeted traffic is driven to your website by relevant keyword searches on mobile, you want to make sure that those visitors are presented with a mobile-friendly landing page in order to make a good first impression.
- Mobile Advertising - most search advertising platforms, such as Google AdWords, allow you to display ads on mobile devices as well as desktop. If you do not direct those ad-referred prospects to a mobile landing page from your ad it is a missed opportunity. Many 3rd party native apps (that users download to their mobile device) display advertising as well. In short, if you are advertising on the mobile web, a mobile landing page is a must. Google says to do otherwise is essentially throwing away your advertising dollars.
- Email - More people than ever now read their email on their mobile device. Ideally, your promotional emails should have a mobile option for these users, with links to landing pages designed for mobile viewing.
- Links from Websites and Directories - As with any website, there is a good chance users will be referred to your website or landing page on the mobile web from other web pages such as blogs, reviews, press releases and directory listings.
In short, the mobile web offers a range of avenues users may take to arrive at your website, so it is important to provide these visitors with a positive user experience when they view your landing pages on a mobile device.
Contact us today to find out more about how you can best ultilize mobile landing pages for your organization.
To Learn More About Mobile...
Want more info? Feel free to contact us to discuss how mobile landing pages can work with your marketing and outreach goals. Also feel free to watch this promotional video to see how the Qfuse service could be the platform for managing and promoting your mobile landing pages:
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