The Best Websites Are Definitely Mobile Friendly. Is Yours?
It’s critical to accept today’s reality: our website visitors are increasingly accessing our sites from their mobile devices (and that’s most likely a majority of visitors.)
Whether with tablets or smart phones, we continue to see our online lives through the lens of a mobile device.
That’s why any and every landing page/website page you create must be responsive and mobile friendly. Ignoring this best practice will have a negative impact on your business.
If a prospect or customer visits your landing page from their mobile device, you have to make it just as easy for them to see, read, understand, purchase, or submit information on that device as it would be from a desktop or laptop computer.
Here’s a mind-boggling statistic: there are now officially more mobile devices than there are people in the world.
Recently the Internet was shaken when Google modified its algorithm to favor mobile-friendly sites, and sites that previously had performed well in search completely fell off Google search engine results page (SERP) because their sites weren’t mobile-friendly. Basically, this was Google’s way of acknowledging that consumers are unequivocally going mobile.
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Optimising A Landing Page?
From brick and mortar business owners looking to build their email list for the first time, to the most seasoned digital promoters, we’re all at different levels of marketing know-how.
But regardless of where you might fall on that spectrum, it never hurts to head back to the basics, and dig into the absolute best practices for your marketing.
Let’s start at the very beginning by defining exactly what a landing page is.
Landing Page Definition
What a landing page is not: For starters, a landing page isn’t just any page you arrive on for a particular website. It’s not necessarily your website’s homepage either.
Instead, a landing page is a webpage that is designed to take web traffic, and convert visitors in a particular way, for a particular reason.
In other words, landing pages are created to get people to do something (ideally, just one thing). And there’s a few primary actions any business might want people to complete on a given landing page.
- Subscribe to an email list or newsletter.
- Download a piece of content (like an eBook or free report).
- Register for a live and/or digital events like webinars or conferences.
- Purchase an actual product or service being offered.
You might notice that all of these behaviors have something in common. They are all ways that anonymous or fleeting website visitors can be converted into leads. That’s because at the end of the day, the primary purpose of any landing page, is in fact lead generation. Landing pages are built to grow your email list (and your audience) so that you can promote future products and events to a warm audience, build a community, and grow your business.
Further reading: The Ultimate Beginners Guide To Landing Pages
PAGE HEADLINES AND AD COPY
For great landing page design, landing page headlines and advertisement wording should complement each other.
Since your AdWords quality score is determined by the quality of the content on your ads and landing pages, make sure your ad content closely matches your landing page.
Your score will improve by having consistent content between the ad message and the landing page.
CLEAR AND CONCISE HEADLINES
Since they are the first things a visitor will read, landing page headlines should not confuse or bore, but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader’s attention more than having a vague and uninteresting headline.
Good landing page designs have flawless grammar. Always double and triple check your copy, and have someone else read it through. In the example of an online retailer who is asking for visitors to purchase goods and provide personal and billing information, the trust of the customer can be risked if there are spelling errors and sloppy grammar.
TAKING ADVANTAGE OF TRUST INDICATORS
For an effective way of building trust, incorporate testimonials, reviews, press mentions, guarantee seals, and third party trust and security certification (Better Business Bureau, VeriSign, etc.) into your landing page design.
USE A STRONG CALL-TO-ACTION
After a visitor reads the landing page headline, it is crucial that they know what to do next. Use a strong call-to-action to lead them to the next step.
BUTTONS SHOULD STAND OUT
Identify the keywords people interested in your service might be searching for and use words such as:
- “Get started”
- “Download Now!
A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. However you choose to do it, the button should be big, bright, and easy to see.
PRO TIP: Be really specific with the CTA button copy on your online forms. Just adding one word after “Submit” can increase conversion rates by as much as 320%.
KEEP IT ABOVE THE FOLD
The space a visitor sees without having to scroll is where the most important parts of the landing page should be. Place the call-to-action above the fold and in a location where the viewer’s eye will scan too.
Never have the button or form in a place where it has to be searched for.
ALWAYS BE TESTING
Optimise a landing page for conversions over time. Run A/B tests and change copy, images, and call-to-actions to see what resonates most with users.
In addition to A/B testing, testing two completely different landing page designs against each other can be beneficial in the long run.
PRO TIP: A/B testing is where two versions of a landing page or form are tested against each to see what gets more conversions.
USE IMAGES AND VIDEOS THAT RELATE TO COPY
The best landing page designs use imagery to draw in viewers. Implementing videos of user testimonials and product images in a landing page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product.
GO EASY ON THE LINKS
Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a regular home page, but on a landing page, simplicity is key.
We all know that Google AdWords has fast become one the most successful forms of targeting advertising in the world.
But due to the huge potential Google AdWords presents, the market is becoming increasingly more competitive.
Google is constantly introducing innovative technology and updates, as a way for businesses to stand out from their competitors.
Who’s really nailing the mobile experience? Know any websites with an especially special mobile version? Or maybe someone whose status updates are extra eye-catching on a tiny screen?
Share your ideas in the comments below this post!
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