Pretty much everything you know about conversion rate optimization is no longer relevant.
It’s practically useless.
By the end of this year there will be 2 billion smartphone users worldwide.
That’s over 1/4 of the world’s population.
But I don’t need to quote statistics for you to know how important mobile traffic is to your business.
We both know mobile has already overtaken desktop to become the #1 source of internet traffic worldwide.
The real question is how can you capitalize on mobile traffic?
Unfortunately, the last 30 articles you read from a CRO agency are useless for increasing mobile conversions.
The rules are different on mobile.
So unless you are looking to ignore 60% of incoming traffic, you’ll want to make some changes.
1) Responsive Is Great If You Want 2nd Place
If you are one of the 44% of business owners who have somehow failed to make your website mobile responsive, I have some good news and some bad news.
The bad is news is that you apparently have zero interest in generating online revenue.
The good news is that if you follow my advice, you can immediately skip ahead of all your responsive competitors.
Responsive web design means that the same website looks good on any device.
You build one website, and it will adjust the layout to look pretty on desktop, tablet, and smartphone.
This would be great if desktop users, tablet users, and smartphone users all behaved in exactly the same way.
There would be no need for a 15 point, 2,000 word article on mobile landing pages if you could just recycle your desktop piece for mobile with a few layout adjustments.
And yet, that’s exactly what over 50% of websites are doing.
If you want to skip to 1st place, create separate, customized mobile websites for both smartphone and tablet devices using the strategies below.
2) Keep It Simple Stupid… And Then Simplify It
By now, you should already know that simple site design is better for marketing purposes.
The less distractions between your site viewers and your CTA, the better.
When it comes to mobile landing pages, follow this same advice, and then go back and follow it again.
You literally can’t be “too” simple on mobile.
Mobile users are more easily distracted than a cat at a laser show.
Your page should include the following, and no more:
- Snappy value proposition
- Describe the benefits
- Address a few objections
- Call in the testimonials
If your landing page set list looks much longer than the one above, you should seriously reconsider the utility of the added parts.
3) Is It Readable?
As remarkable as this may sound, the purpose of text-based communication is to be read.
If you designed your landing page text to be easy to read, well done!
If it looks like this… what are you thinking!?
Your design should provide optimal readability.
If your site text is:
- Any type of fancy font
- Low contrast against the background
- Light on a dark background
… then your design is bad and you should feel bad.
Or just skip feeling bad and change it to something readable.
While this is true for desktop sites, the damage if even further exacerbated on mobile.
Just look at the above site on mobile.
Smaller screens mean you have less margin for error.
You need to go out of your way to make text as readable as possible.
4) Less Talking Please
When creating a desktop headline, the goal is effective communication.
You can use a 15 word headline without coming across text-heavy.
On mobile, your headline has around one-third the real estate to work with.
Headlines should be much closer to 5 words than 15.
It’s all about getting to the point.
Unlike with your desktop, mobile users are ready and willing to scroll.
They aren’t going to work their way a screen-full of text, but they WILL give you some vertical real estate to tell your story of the points are short, sweet, and to the point.
Instead of focusing above the fold, as you should always be doing on desktop, focus on creating text-minimal hook that gets the scroll started.
You can use more headlines along the way to round out your offer, but each should be light on text.
5) Drop The Lengthy Adjectives
While we are talking about minimizing text, let’s talk about every good copywriter’s pet peeve.
You know you are supposed to clearly define a benefit, so now you want to write, “Unbeatable Pet Supplies For All Your Furry Little Friends’ Most Urgent Travel Needs”
That would be long on a desktop screen, but check it out on mobile:
It just doesn’t work. It’s too long.
It takes up too much space.
Take out the superfluous adjectives.
What’s wrong with “Everything Your Pet Needs For Comfortable Travel”?
Doesn’t that read better? Without all the adjectives?
Yes. Yes it does.
6) Invest In Bullet Points
The numbers are in, and bullet point stock is at an all time high.
You already know bullet points work well within landing pages and other mediums for direct-response copy.
But did you know they are ideal for landing pages?
Bullet points accomplish two important goals for landing page creation:
1) Create snappy headlines
2) Leave plenty of white space
With a bulleted list, you can fire off a list of the snappy headlines mobile audiences love without overrunning your screen with big, unseemly text.
Bulleted lists are the perfect solution for:
- Delivering more text than you can get away with in a mobile headline
- Optimizing a block paragraph for mobile audiences
- Highlighting a list of benefits
- Creating the feeling of additional value
You can honestly never go wrong with bullet points.
They are your landing page ace-in-the-hole.
7) Why You No Use Buttons?
Do you know what is super non-interesting to click on?
I mean, look at this: Click here to boost your ppc revenue.
Now look at this.
This button is a lot more interesting to click on.
And for mobile users, it’s a lot EASIER to click on.
There’s no need to zoom in.
There’s no question about whether this is an supplemental link or the primary link you are supposed to click on.
Using big, bright, easy-to-read buttons to advertise your CTA lets you keep your readers focused on the conversion funnel, especially when coupled with the simple design we discussed earlier.
So the question remains…
Go ahead – create some buttons.
And speaking of buttons.
8) Swiping Is Fun
We’ve talked about scrolling already.
Mobile users expect to scroll and then scroll some more.
But that’s not the only navigation method unique to mobile users.
Recently, swiping has become an integral part of mobile app navigation.
Whether you are sorting through photos, viewing a slideshow presentation, or evaluating potential dates, swiping is in.
How can this trend be advantageous for your business?
It really all comes down to your target customer.
If you are targeting a young demographic, particularly in the 12-18 range, and you have a compelling visual content to offer, try out a swipe-based landing page.
9) ONE CTA… Just One
You should rarely ever have multiple CTA destinations on the same landing page.
On a mobile landing page, you should NEVER have multiple (different) CTA’s.
You CAN repeat the same CTA multiple times.
I’d recommend 2 as the magic number for mobile landing pages, and they can be worded differently, but they should be asking users to make the same action.
Remember it’s all about simplicity.
Your landing page has one assignment – get visitors into your sales funnel.
If the page accomplishes this, it’s a success.
If it doesn’t, it’s a failure. End of story.
10) Conversion Should Be Easy
Now that we have our CTA fixed, let’s talk about where that CTA takes us.
The CTA is a call for users to take a specific action.
This action could be a number of things:
- Enter an email address
- Call your office
- Make a purchase
- Make a donation
It’s important not to stop at the click-through when evaluating our landing pages, because what happens next is of the utmost importance.
You can have the perfect mobile landing page, but if your conversion process involves a lot of friction, mobile users will NEVER convert.
90% of users switch between devices while accomplishing a goal.
Mobile users do not have a high tolerance for complicated processes on small screens.
If they encounter a high-friction conversion process, they will discontinue the process on mobile.
Sometimes they will intend to continue the process on desktop and other times, they will simply forget about your website.
Anyone who has been in sales can tell you that “I’ll get back with you on this” results in a sale 0% of the time.
Even users who plan to finish via desktop will most likely forget about your business within 30 seconds of leaving your mobile site.
The answer here is to make conversion easy on mobile.
If you need people to fill out a 15 entry form on your desktop, switch it up and just ask for their email on mobile.
Look how uninviting a 15 entry form looks on mobile:
The reality is that mobile users are less likely to make a purchase from their phones, unless we are talking a $5 price-point or below.
Sometimes it’s better to go for the email signup and get the pitch directly in their mailbox where they can further convert at their own convenience.
Regardless, when attempting to convert on mobile, use simple forms, require less total clicks, and make it really, really easy to say “yes” to your business.
11) Speed Is Expected
The need for speed on your website is nothing new, but at least with mobile sites, users understand that network speeds and limited bandwidth play a big role in your page load time…
85% of mobile users expect web pages to load as fast OR FASTER than desktop pages.
And as we all know, you have no more than 3 seconds for your page to load on desktop before the bulk of your users start bailing.
Your website needs to be fast, and guess what?
Simple landing pages load much faster than complicated one.
12) … But You Still Need Images
Smartphone users aren’t nearly as rational as you’d like them to be.
They want your pages to load quickly, but they also want to see big, bright, compelling images.
These users are spending 50% of their mobile time on social media with a focus on image-based content.
They are on their phones to engage with visual content.
If your landing page is a wall of text, it better be the best-written, most compelling copy this world has ever seen… and you would still be able to benefit from a few images.
13) … And You Should Probably Have Video
Take everything I just said about images and repeat it with me out loud about video.
I pledge alleg… oh wait.
Now consider that 73% of consumers are more likely to make a purchase after watching a video explaining the product or service.
If you do them right, videos are nearly always a good idea.
14) No Flash, No Java
In the last three points, we’ve described how you need fast load speeds while still managing to include more space-consuming content like images and video.
This doesn’t leave much room for loading fancy features.
Keeping with our theme of simplicity, mobile is not the correct venue for complicated features.
15) Test For Multiple Screens
As a final point, it’s important to remember that no two screens are alike.
Your smartphone-optimized landing pages will need to be tested across a variety of screen sizes.
The same goes for your tablet-optimized landing pages.
The entire goal of these optimization strategies is to help you maximize your engagement potential across every device, so don’t forget to use responsive design within your mobile pages and whatever you do, DON’T FORGET TO TEST.
This probably seems like a ton of information to sort through, but think of it less as an exhortation and more of an opportunity.
As of this moment, less than half of businesses have responsive websites.
You can skip ahead of them all with a relatively minor investment in creating mobile-specific landing pages.
Why settle for 2nd place when you can come in 1st?
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