While mobile marketing is undoubtedly the new hype within the performance marketing industry, there are many advertisers and publishers who are struggling to make the move from the desktop to the handset. Of course, with the creation of new mobile ad platforms comes a handful of new challenges, but the sooner those obstacles are overcome, the sooner you generate new mobile revenue.
Yes, breaking into the mobile ad space requires a new set of knowledge, techniques, and ad strategies, but similar to the web, one of the best places to start is your landing page. Here to provide seven tips on how to optimize your mobile landing page is Mesasix Co-Founder Robert Hoddenbagh.
Mesasix is a Dallas-based performance marketing agency that offers services ranging from social media marketing, to search engine optimization, to website design, and is currently focusing much of their energy on the mobile space. Noting that essential lead generation principles differ greatly from desktop web design, Mesasix has put a lot of effort into designing dedicated mobile landing pages for their clients. With this experience has come a certain amount of expertise, so without further delay, here are Robert’s “7 Tips To Optimize Your Mobile Landing Page.”
- First off, remember that people do not use their smartphones like they use a desktop computer. They do not want to read extensive text, in most cases they are looking for the most direct path to establishing contact. For this purpose we always put a clickable phone number at the top of the mobile page so that they can initiate contact immediately and you can start qualifying the lead.
- Second, even in this connected day and age a lot of people are still weary of talking on the phone. For this purpose we advise to have a contact form prominently displayed on the mobile landing page as well. This will make sure people can contact you through other means than just by phone.
- Embrace the touch interface that many of these smartphones offer. Use intuitive touch-based menus and make sure that tabs/text are big enough. Some people might not be as proficient at typing/tapping, so you do not want to make the user experience frustrating for them.
- Make the page light, meaning, don’t use resource hogging pictures or animations and definitely do not use Flash since support for Flash has been declining at lightning speed. Most people are still on 3G and you do not want to have them waiting 10 seconds for a page to load. They will quickly lose interest and move on. Tuck away any long and heavy pages inside your menu so people can access it if they choose to, but they’re not forced to wait a long time on initial contact.
- No zooming! Make sure your mobile framework provides a web page spanning the screen of the device. Users should not have to zoom in or out to view your entire page, the only functions they should need is scrolling up and down and tapping on buttons.
- There is a difference between landscape and portrait mode on almost all touch-based phones and tablets. Make sure your site renders well in either orientation and also consider the different sizes of different mobile devices (iPhone vs. iPad, Galaxy Tab vs. S4, Blackberry Z10, etc.). Even within these different devices there is disparity between the type of browser used and the way your website renders. Make sure you cover all of them.
- Take advantage of geo-location to personalize your website to the location your visitor is coming from. If you have an actual brick-and-mortrar location you can add options like displaying a personalized coupon code to your store if the visitor browsed to your website from a nearby location. Other options are showing your locations based on their geo-location or even using different call tracking numbers on your website to analyze which geo-locations deliver the highest value to your business. This kind of information can then be applied to other advertising methods.
If you have any other ideas on how to maximize the effectiveness of a mobile site, please feel free to share them in the comments section. For more information about Robert and Mesasix, head to http://www.mesasix.com.