There's been a slow march to dominance in mobile marketing over the previous decade. In 2014, mobile users exceeded desktop users for the first time. In that same year, 7.2 billion mobile devices were in use around the world. For those of you keeping track of global population numbers, that's more devices than humans. In 2015, Google started tailoring its algorithms to favor mobile activity and continues to do so. Everything is coming up aces for mobile marketing. Well, almost everything.
Despite the prominence of mobile activity among consumers, there's still a conversion gap between desktop and mobile. How big is that gap? There is a 270% gap in conversion rates between desktop and mobile, so what can you do about it? The best place to start is landing page optimization. These five tips will help you design better landing pages for your mobile marketing campaigns.
1. Use Larger Fonts
Mobile screens are, by in large, smaller than desktop screens. So, it stands to reason that you should use fonts that are clear and legible on those smaller mobile screens. Google suggests mobile marketers focus on a base font size of 16 CSS pixels for landing pages. From here, you can use relative sizes to 16 CSS pixels to create a typographical scale for subheads, main content body, and a CTA. Be careful as you scale down in creating your typographical hierarchy. You still want the font to be large and easy to read.
2. Optimize Images for Mobile Viewing
Whether your company maintains separate desktop and mobile sites or uses responsive design, it's important to ensure that the right images are used for mobile landing pages. Larger photos can increase load times and lead to higher bounce rates as visitors give up before the content loads completely. Additionally, you may want to simplify the images you use so that the visuals don't distract viewers from the meat-and-potatoes of your content. Remember, the message is more important. Images catch the eye, but they shouldn't distract from the real purpose.
3. Simplify Navigation
Moving the mouse around and clicking drop-down menus is a snap on a desktop, but those same functions are a complete annoyance for mobile users. When it comes to navigation links, less is more. As you optimize your landing page for mobile marketing, be sure to put any navigational links in a collapsible menu to ensure they don't clutter the page and distract visitors from your CTA.
4. Nix Pop-ups
There's nothing wrong with a pop-up so long as it's used wisely. It's important to note up front that Google is punishing mobile sites that use so-called "interstitials," a type of pop-up that blocks more than 50% of the viewable screen. Pop-ups give you another shot at a conversion with visitors, but you have to use them right. Avoid taking up large chunks of an already small viewing space. This annoyance delays visitors in their effort to look at your offer description.
5. Add Click-to-Call Buttons
Finally, the best optimization tool you have at your disposal is a click-to-call button. Visitors are already viewing your content on a mobile device and the click-to-call button makes it easier for them to contact you quickly. Click-to-call buttons enhance the user experience and offer a positive boost to conversion rates in the process.
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