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Today's customers are obsessed with online search. Creating a seamless experience across all interactions with these research-savvy customers is a new or ongoing imperative for brands. Having a mobile site that is built specifically for the small screen is a great first step, but there is so much more that companies can be doing to optimise for mobile shoppers.
In this post, we'll cover the basics of what landing pages are used for, and we'll share our top tips for increasing conversions.
A landing page is a useful “top of the marketing funnel” tool to collect data about your interested audience. It directs them from either an ad, email, or social media post to “land” on a page that offers them more information in exchange for their contact information. This is a great way to gather leads to retarget, or move along farther in the funnel to eventually convert. Think of it as “quid pro quo.” Hopefully, they’ve received the information they need to convert or at least help you stay top of mind, and you have their contact information to retarget them, if needed, until they convert.
The scope of a landing page is more narrow than your company's website and the intention is more direct as well, so it allows your potential customer to navigate it more easily. The design of the landing page should be made to attract a specific customer to information about a specific product or service. The eventual data you collect about them will allow you to retarget them if they don’t convert initially.
This is a tricky one considering all the variables affecting your conversion rate that come to mind. If you’re looking for a general, high level, “marketing-industry-wide” magical number, the consensus across all industries is around 2-5%. The top 25% are converting at over 5.3% and the cream of the crop top 10% are converting at over 11%. There’s a lot to consider to improve your conversion rate, especially if you’re just starting out and have no data to compare to. Try to pay close attention to what is attracting your specific audience, be patient and give it time, and this will allow you to A/B test to see what adjustments need to be made.
Let’s be real here: Who doesn’t love fast-loading websites?
Speed was always a positive element of the browsing experience. It also affects your search rankings. Earlier in July, Google rolled out the Speed Update which makes website speed a ranking factor for mobile search. Before, it only influenced desktop search.
Slow page loading speeds are the biggest frustration for modern mobile users. According to Google’s recent research, the chance of a bounce increased by 32% when a page load time went from one to three seconds, and by 90% when the page load time went from one to five seconds. If a site takes up to 10 seconds to load, then the chance of a bounce increases to 123%.
In contrast, pages that load in 2 seconds or fewer experience 27% higher conversion rates. As Google puts it “speed equals revenue.”
Here’s what you can do to improve your page loading speed:
This may sound obvious, but people are more likely to call you when they’re already on their phones. Thus, when designing mobile websites, there are specific mobile-only features to have in mind for the most success.
For example, Duda is an award-winning platform that agencies can use for building lightning-fast mobile websites. It allows you to integrate a click-to-call button that lets visitors call businesses with a single tap. Also, you can place a mobile map button. It gives users directions to a business location, so they can find it using their smartphone’s GPS. It’s a win-win for both users and companies.
Make it easy to find and reach you. Your visitors will love it.
Most of your website visitors don’t read your texts. They scan only the headline. That’s why it is the most critical copy on your landing page. It makes the difference between bouncing and conversion.
Mobile interface pushes you to communicate value in a clear, engaging, and uncomplicated way. According to CopyBlogger, 8 out of 10 people read only your headline and subheadings. That’s why 80% of your copywriting time should be spent polishing them.
Don’t let excess verbiage stand between you and your customers.
What about the rest 2 out of 10 people who read your body copy?
The rest 20% of copywriting time should be dedicated to them. After all, they must be interested if they took the time to read it.
Write a killer copy but don’t overdo it. In the case of CaringBridge, a more straightforward text had helped them to increase conversions by 21%. At least, your body copy should:
People who land on your mobile page are trying to find you. That makes it a great time to push for sign-up or sale.
The biggest mistake here is designing mobile CTA’s based on desktop data. You need to consider the fact that the mobile environment is different.
Make your CTA a big tappable button with short and compelling text. Start your call with a verb and communicate value.
Don’t leave it as a plain text, too. Make it click-worthy. If necessary, incorporate it in a picture or make a logo for more compelling visual appearance. Also, place it in a “thumb zone” to make it clickable.
Most importantly, avoid pop-up CTA’s. Instead, try to implement a sticky CTA and see how your customers respond.
Unnecessary navigation links take up space, and friction and confuse customers.
After all, you don’t want them to deal with choice paralysis.
Limit your mobile navigation options. In some cases, four to eight options are enough. Other times, one or two buttons will do it. The goal is to keep only the most relevant navigation links.
Google Consumer Barometer shows that visitors who land on mobile business pages are mainly interested in product prices, opening hours, promotions, location, reviews, and availability.
Therefore, make this information easy to find. It will be good for business. Some case studies show that almost 4 out of 5 local mobile searches lead to an offline sale.
Most users generally dislike forms. Especially if you ask them to fill-in 6-8 fields.
Try to keep it simple. Mobile is a medium of distraction, so don’t force visitors to perform complex tasks. Reduce your fields to a minimum and ask for only the essential information.
Get creative to make your forms more exciting. For instance, with Duda, you can integrate an online scheduling tool. It will enable your customers to set appointments from their phone. It reduces friction and is convenient both for your business and clients.
Utilising Social Proof or Testimonials is a way to gain trust from potential customers. You’re using your current customers’ experiences with your product or service as a way to showcase the value you know you already bring. Including them has proven to increase conversion rates significantly when compared to landing pages that did not.
In case you haven’t heard the infamous saying that goes something like, “The definition of insanity is doing the same thing over and over and expecting different results.” The same concept can be applied to your landing page. You’ve got to make updates and changes if you expect the rate of traffic to improve. If your page isn’t reaching the goals you’ve set for it, it’s time to make some adjustments and then test to see how your audience reacts. Small tweaks like adding imagery, data charts/graphs, placement of CTA buttons, etc. can significantly impact your conversion rates.
In today's digital age, attention spans are shorter than ever. That's why captivating visuals are no longer a luxury, they're a necessity. Ditch the stock photos and grainy videos — visitors are looking for authenticity and connection. Instead, invest in high-quality images and videos that directly relate to your landing page offer. These visuals will grab their attention instantly, not just because they're visually appealing, but because they tell a story and evoke emotions that resonate with your audience. Powerful visuals can make all the difference in transforming website visitors into engaged customers.
First impressions matter, and the same goes for your landing page. A strong value proposition is like a captivating headline — it instantly grabs attention and convinces visitors to stay. Don't leave them guessing about the benefits you offer. Clearly and concisely articulate the problem your product or service solves, and how it makes their lives easier or better. Highlight what sets you apart from the competition. Is it exceptional customer service, cutting-edge technology, or unbeatable pricing? Showcase the unique value you deliver in a way that resonates with your target audience. A strong value proposition is the cornerstone of an effective landing page, turning website visitors into true believers.
Not all visitors convert on the first try, and that's okay. Exit-intent pop-ups can be a powerful tool to recapture their attention before they disappear into the vast online landscape. As the name suggests, these pop-ups appear just as a user's cursor reaches the "X" to close the tab or starts scrolling upwards towards the browser window. Don't be pushy, but offer a compelling incentive to keep them engaged. This could be a special discount code, a free downloadable resource relevant to their interest, or even early access to a new product launch. Exit-intent pop-ups can be a great way to nudge visitors on the fence towards taking action and turn potential lost leads into conversions.
Ensuring your landing page is mobile-friendly isn't a suggestion, it's a non-negotiable. Think of it as having a welcoming storefront that caters to everyone, no matter what device they use. Imagine a potential customer trying to access your landing page on their phone, only to be met with squished text, clunky navigation, and slow loading times. Needless to say, they'll likely bounce faster than you can say "conversion opportunity missed." By optimising your landing page for mobile devices, you provide a seamless experience for all users. This means clear and responsive design, large, easy-to-tap buttons, and fast loading speeds. Remember, a mobile-friendly landing page keeps your audience engaged and on the path to conversion, no matter what device they choose.
The holy grail of landing pages is driving conversions, but not all conversions happen online. Phone calls can be a goldmine for high-value leads and sales, but traditional website analytics often leave them in the dark. Invoca's call tracking changes the game. It allows you to finally understand the phone call conversions your landing pages generate. This valuable data lets you see which landing pages are prompting the most valuable customer interactions. Invoca allows your business to identify the elements on your landing page that are most likely to convert visitors into calling customers. This empowers you to optimise your landing pages for both online and phone-based conversions, maximising your return on investment and ensuring you're not missing out on hidden revenue opportunities. Learn more about Invoca's call tracking here.
One-size-fits-all marketing is a thing of the past. Today's consumers crave personalised experiences, and your landing page should reflect that. Imagine a visitor landing on your page and being greeted with content and offers tailored specifically to their interests. This is the power of personalisation. By leveraging tools that track user behavior and preferences, you can deliver highly relevant content that resonates with each visitor. For example, if someone has downloaded a white paper on a specific product feature, your landing page can highlight related benefits or showcase customer testimonials for that feature. Personalisation fosters a sense of connection and increases the perceived value of your offer. This, in turn, can significantly boost your landing page conversion rates.
If you’re unsure where your website stands in terms of mobile user experience, test it with these free tools:
Crafting a great mobile landing page is about understanding and reducing perceived and physical friction. Hopefully, this article has opened new mobile optimisation possibilities for you.
Want to learn how you can track the phone call conversions your landing pages drive, in addition to online conversions? Check out these resources:
Want to see Invoca in action? Request your demo of the platform.
