Customer engagement. Mobile landing page. Mobile conversion rate. Mobile optimization. Have you thought about these topics lately?
If not, you should. According to a study, companies with mobile-optimized sites triple their chances of increasing their mobile conversation rate to 5% or above. The same study also found that companies spending more than 25% of their marketing budgets towards optimization are twice as likely to enjoy high conversion rates.
With more than 60% of users browsing on a mobile device, neglecting your mobile users means driving away potential customers. In this article we’re going to talk about ways you can nudge your mobile users along by creating optimized mobile landing pages that meet their needs.
If you want to increase revenue and increase your conversion rate, take note of these seven keys to creating mobile landing pages that convert.
#1: Cater to the Device
A recent study tells us that many eCommerce customers today are mobile browsers and desktop shoppers. Why? This is usually because it’s easier to shop on a larger screen. With some creativity, you can cater to this group of people and make it easier for them to transition from device to device.
For example, if your customer starts shopping on their mobile device and adds items to their shopping cart, ask them if they’d like to save their cart. You can offer to email their cart to them so they can start where they left off when they return to their desktop.
When you offer to email them their shopping cart, add a bit of text with it that includes some subtle suggestions. You might suggest they email their cart so they can shop after work or share it with a friend. Be creative with your suggestions here.
#2: Optimize for Speed
The best way to lose your mobile customer is with a site that loads too slowly. Did you know that 40% of people abandon a website that takes more than three seconds to load?
It’s important to keep your mobile landing pages to under 20KB for the best load times. You want to create a mobile landing page that loads in under five seconds.
What slows down a landing page? In basic terms, the more requests on your server and the bigger the page size, the slower the load time. Pay attention to your images and your scripts.
Worth noting is that not all of your visitors are accessing your page on Wi-Fi. Some might have LTE access, but others may be using 4G and even 3G. Aim for the lowest connection, and your mobile landing page will be lightning fast when used with high speed connections.
#3: Use Seamless Navigation
Be your customer for a minute. Look at your mobile site. Is everything available to your customer, or does he have to pinch and scroll to find what he wants? Use clear, easy to follow navigation. Help your customer find what he needs so he doesn’t get frustrated and leave.
Use finger-sized buttons that are easy for people to touch. Keep your buttons a safe distance from one another to avoid involuntary clicks. It is quite frustrating for mobile customers to accidentally click one button when they wanted to go a different route.
Put your navigation at the top of your mobile landing page. Make it easily accessible. Make sure it makes sense. You’ll reduce drop-off rates if your mobile landing page is easy to navigate.
#4: Include Clickable Phone Numbers
Sometimes your mobile customer just wants to talk to you. Give him easy access to your phone number. Make it easy to find and dial the number. Use an icon or place the number front and center in bold text.
The last thing you want is your customer to have to highlight and copy and paste the phone number, or worse yet, have to find a pen and paper to write it down. The job here is to make the call to action (calling you) easy to accomplish.
Remember – a phone call is a trackable conversion.
#5: Steer Clear of Pop-Ups
Pop-up banners are great on desktop sites, but put them on your mobile landing pages, and you’ll watch your conversions decline.
The mobile shopping experience is all about ease and speed. Pop-ups are clear destroyers of both. You’ve probably encountered a mobile site with a pop-up. You may have tried to get rid of it by very gently pushing the tiny x in the corner only to be taken off the page. This is incredibly frustrating for your customer.
Don’t distract them with unnecessary pop-ups on your mobile landing page.
#6: Enhance Filters
Help your customers find the products they want with ease. Aim for four clicks or less. Customers who have to wade through option after option often get frustrated and leave the site.
Test your pages from every angle and make sure your search and filter options are simple and intuitive.
#7: Offer a Speedy Checkout
One of the keys to creating mobile landing pages that convert is their ease of use. If your checkout form is long and laborious, your mobile users are going to jump off.
Keep your checkout simple, allow guest checkout and 1-click checkout for your return customers. Design your mobile checkout pages with simplicity in mind. Let them checkout with the most basic information – in other words don’t ask for anything other than billing, shipping and card info.
Help your mobile purchaser by offering multiple payment options including PayPal and Amazon Payments. This way your customer doesn’t have to type in their credit card number.
Your goal here is to avoid the abandoned cart. Test your checkout process on your own mobile phone. Revise the parts of the checkout process that are hard for you to accomplish.
Testing is so important to creating mobile landing pages that convert. Your testing should take the users’ experience into consideration. You want to solve any problems in advance for your user.
If your mobile landing page is slow to load, studies show customers will leave. If the navigation is clumsy, they might leave. If they have to scroll through ten screens to get to the final checkout, you guessed it, they might leave. Tiny forms with too many fields – again, you might lose them.
The final take-away is to put yourself in your customers’ shoes. View the experience the way they would. In fact, go through the entire process many times. Search for various items and try to purchase them.
Test, test, test. When you take into consideration these seven keys to creating mobile landing pages that convert, and test your pages, you’ll increase your website conversions and ultimately your business.
Would you like some assistance creating mobile landing pages that convert? Contact us today. We’ll provide you with our FREE site performance analysis to help you decipher how best to implement these seven tips!