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With enough of a budget getting traffic to your site is often the easy part. Don’t get me wrong planning a good marketing campaign is definitely not easy but guiding your users once they have landed on your website can prove to be even more complicated.
Yes it is extremely important to make sure the pages visitors land on when finding your website through one of your marketing campaigns is tailored to the audience and platforms. This could mean the difference between a successful marketing campaign and an unsuccessful one.
I’m going to look at specifically mobile traffic today. Now it comes without saying that you need to create a mobile version for your users who visit you on their mobile devices. This is because of the broad diversity of mobile platforms. There are hundreds if not thousands of variations of platforms being used in the mobile space. This means that you will need to make sure that your site works and is user-friendly on most of these platforms. Below are a few variations of the same site on different mobile platform.
As you can see each platform opens the page very differently. For this reason I would suggest that you build a site that will open safely on most of these and redirect all mobile traffic there.
Now I have 7 things you should always look at when you are developing your mobile landing pages to target users who land there from your mobile marketing campaigns.
1. Test on different platforms
Make sure your landing pages open on most mobile devices by testing it on services like mobiready.com. This will ensure most visitors will be able to view your mobile site on their devices.
2. Landing pages should deliver on its promises
Now this is a universal rule for landing pages but it is even more important for mobile traffic. Users on mobile devices have very limited view of your site. This means that bounce rate will increase if your visitor doesn’t find what he is looking for in the first few seconds. Make sure you relate the landing page to the advertising.
3. No horizontal scrolling
Scrolling horizontally on a mobile device can prove to be extremely difficult not to mention that most users won’t even know that they have to scroll horizontally. Make sure your mobile website doesn’t require this as it can have serious effects on landing page quality.
4. Speed is important
With mobile devices bandwidth is more expensive and generally slower but users are also usually in a rush. So to make sure they have the best experience your site should be optimized for speed. Make sure that is loads as quick possible and you will be rewarded, as you will cut out more of the drop-off or abandonment caused by a slow site.
5. Mobile compatible technologies
Make sure the technologies you use are all mobile compatible. For instance javascript is compatible with some mobile devices but could cause user experience problems and is not compatible with most mobile devices. Similarly flash isn’t compatible with most mobile device so make sure you stay away from these.
6. Usability is king
Because it’s a mobile site doesn’t mean you don’t need to worry about usability. This makes it even more important. For instance many smart phones support full desktop site viewing so don’t redirect users to mobile sites and not offer them a link to open the full site. I was recently in a situation where I wanted to book flights but was redirected on my iPhone to a mobile site where you can’t book flights plus there was no link to view the full site.
7. Keep testing
Keep making changes and tracking the response to these changes. Keep testing your mobile site so you can find out what your customers are responding positively to and what is negatively influencing your conversion rates.
In short landing page optimization is extremely important and I hope you have enjoyed my thoughts on mobile landing page optimization. Let me know what you think by commenting below or if I have left anything out. Have an amazing week!
Almost half of the world’s population today use mobile phones and a lot of people are moving to smartphones, especially for business purposes. A smartphone is a mobile handset with more advanced features than just an ordinary mobile phone, it normally has 3G and Wifi capabilities with a QWERTY keyboard. Smartphones also allow users to install applications on their phones, I will discuss some handy applications used by marketers.
There are a couple of ways how marketers can reach customers by using mobile devices, SMS and MMS is the simplest examples of this. An SMS will only allow for text advertising, where as a MMS will be able to use video, images and sound. The nice thing about a smartphone is you can install applications, why not use these applications as an advertising medium?
One way is by using in-game mobile marketing, where you deliver promotional messages within a mobile game. Certain brands also sponsor complete games to encourage interactivity with them. These types of games or applications should be easy to use. If the learning curve is to big it might not be as effective as a form of marketing.
Another application used for marketing is MXit. MXit is a free instant messaging application developed in South Africa and can run on most phones that have access to the internet and you can also run it from a pc.
MXit has a user database of over 18 million, at times the amount of messages that pass through it is enormous, reaching 35 000 messages per second in peak times. A lot of companies make use of MXit as a marketing tool. Each time MXit starts up it shows a splash screen for a couple of seconds, companies place their advertising on this splash screen. MXit receives about 20 million user logons per day, allowing advertisers to receive considerable exposure for their ads.
There are more people using mobile phones to access the internet than those accessing the internet via their computer. I want to encourage you to start looking at ways to advertise on mobile devices as part of your overall marketing strategy.
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