As click-to-call mobile marketing and SMS mobile marketing continue to increase in popularity (and they are), the next logical place for the ‘mobile wave’ to hit is mobile landing pages.
Mobile PPC traffic and SMS traffic have to have a place to land. Hence, mobile landing pages.
Marketers spend millions of dollars and millions of hours figuring out ‘regular’ landing pages. Most marketers can tell you average conversion rates for their landing pages, right off the top of their head. They gather data about landing pages.
The rule is simple:
Gather as much information as possible without increasing friction to an untenable level.
And over the years marketers got pretty good at this. Landing page optimization is a science. We had it all figured out. And then mobile showed up and made everything messy.
Mobile requires different rules entirely.
The people who visit your mobile landing pages are very different than the people who visit your regular landing pages. They are lower in the funnel. They are ready to buy more quickly.
Mobile searchers take action within one day of their search 90% of the time. And a stunning 70% of mobile searchers take action within an hour of their search.
More than half of all mobile searchers end up making a phone call to a business.
In short: the people visiting your mobile landing page are ready to buy. They have already researched. They don’t need a White Paper or information about a product. They are ready to act! Mobile searchers are fundamentally different animals than regular searchers.
If having a super-clear CTA is critical on a normal landing page, than having a super-clear CTA is an absolutely necessity on a mobile landing page. Why? Well, for several reasons.
First, mobile searchers are ready to buy more often and more immediately. So, give them what they want. Let them purchase a product or make a phone call fast.
Second, the real estate is smaller. You don’t have space for a bunch of random text and buttons. Instead, focus on your CTA.
Third, mobile searchers are on-the-go. They don’t have time to be confused by your landing page. Give them what they want, quickly.
Calling a business is a very common and ever-increasing result of mobile search. You should have a click-to-call (CTC) phone number on your mobile landing page. A tap-able phone number is a simple, clear call to action and one that is very natural for the mobile searcher.
Include a click-to-call number on your mobile landing pages. This is absolutely critical.
Data on this fact is piling up: form fields on a mobile landing page is a bad idea. It doesn’t work.
We work with a variety of mobile landing page companies. These companies—across the board—tell us that the number one mistake their clients make is this: too many form fields.
Marketers want to treat mobile landing pages like regular landing pages. That is dumb. No one is going to fill out 7 form fields on a mobile device.
No one. Our recommendation is that mobile landing pages should have ZERO form fields. But, if you must, ask for just one or two.
Even the best marketer sometimes gets bogged down in too much copy. This can’t happen on a mobile landing page—ever. Less copy is better. Always.
The headlines should be 2-3 words. There shouldn’t be paragraphs. And any bullet points should only have 6-8 words. Concise, concise, concise.
Traditionally marketers have defined a landing page conversion as visitor that downloaded a White Paper, or filled out a form requesting a demo or an appointment time. This definition doesn’t work for mobile conversions.
Our recommendation is that you should keep track of the number of people that visit your page and the number of people that call from your page. Using call tracking is going to be critical to your success.