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10 Tips For Optimizing Conversion Rates With Mobile Landing Pages

Mobile Landing pages have a pivotal role in boosting conversion ratio. Mobile SEO, however, requires optimization strategies that are different from those employed to prepare a website meant for desktop usage. Designers need to pay special attention to the design of the landing pages of mobile websites to ensure that they attract a decent amount of traffic.

Mobile-friendly websites are very different from those that are specifically designed for desktops. It is not enough for business owners to simply upgrade their websites to a “mobile-friendly” version, although they need to have one. If the statistics are to be believed, 65% of the potential consumers prefer a site that has a mobile version.

In this post, we will offer some core tips for designing landing pages for mobile websites that will ensure a greater influx of visitors.


The Content Of The Page Should Be Legible Without Zooming

The screen of the cell-phone should be sufficiently large so that users can view the landing page in its entirety without having to scroll or zoom. The call-to-action must be intelligently placed, so that it can be easily viewed and accessed. In many cases it has been observed that cell-phone users do not wish to devote much time by scrolling or zooming to view a particular page simply because they are in a rush. Another reason for high bounce rate might be cell-phone designs, keypad usability, screen shapes etc. The only way to hook your visitors is to create a landing page that is wide enough.


Plan Your Content And Focus On All Important Elements

The screen size of the mobile device plays an important role in determining the spacing of content. If designers feel that a particular piece of content is effective for influencing visitors to become customers, then it should be placed where it is easily visible. The important information can be magnified and enlarged so that it stands out prominently. However, the designer should be very careful and take care that the content does not overshadow the call-to-action, as the latter plays the most crucial role in influencing conversion rates.


The Content Should Be Minimized And Made Easily Navigable, Consistent And Simple

Cell phone screens come with the limitation of size. Therefore, it is overwhelmingly important that designers place much emphasis on good content. It is also better that landing pages are not overloaded with content.

All action buttons and links should guide users to relevant information, thereby giving visitors a definite idea about the action you would like them to perform.

Moreover, users lack the patience to painstakingly go through a piece of content and arrive at a legitimate conclusion. Hence it is always better to use graphics and convey the message clearly.


Navigation Should Be Simple And Easy

Effective placement of search bars, menu options, back-to-home buttons and other tabs ensures easy navigation for users. Call-to-action buttons must be prominently placed, so that users can easily access them without having to scroll too much.


The Issue Of Scalability Across Different Screen Sizes Should Be Addressed

Scalability does not refer to a website’s ability to handle Internet traffic. It refers to a website’s ability to open flawlessly on screens of any and every size. Given that there are over 500 different Smartphone screen sizes, it might just be a little difficult to optimize websites for every screen size. In such cases, it is best to opt for the tactics of responsive website designing, as it assures that websites will open on any screen size.


Ensure That The Pages Of Your Website Can Scale Both Portrait Views And Landscape

The ‘Tilt’ function in any mobile device is used on a regular basis, and therefore, designers should not assume that visitors will view the website in portrait mode. Moreover, ensure that the web-page has an HTML code, rather than Flash, since the latter is not always compatible with all types of mobile browsers.


Appearances And Fonts Matter To A Large Extent

Although it is not of any apparent importance, fonts play an important role, especially when the vision is limited. Content that is differently formatted will definitely stand out from the rest.

A visually appealing layout where the relevant content is intelligently placed will go a long way in appealing to the users.


The Page Should Load Quickly As Users Do Not Like To Be Kept Waiting

A wider screen comes with its own set of advantages, that is, it can display the content without losing the visitor’s attention and focus. However, when the device has a small screen size, then it is better if designers take necessary precautions and avoid using features that will only lengthen the process of page loading. Such features include heavy images, flash, bigger pages, frames etc.


The Visitor’s Geo-Location Can Be Used To Personalize The Website

The technological facets of a mobile phone can be used to track the exact location of a potential customer much better than a desktop. Features like Geo-location API can be used to track the definite GPS coordinates of the user.

Therefore, for businesses that run a brick-and-mortar store alongside their virtual store, this is an extremely helpful feature. By using the GPS tracker, the owner can invite potential customers to the factory or office if they are in a nearby location.

Otherwise, this feature can also be used to show customers their distance from the nearest outlet. This feature can be used for a variety of purposes.


A/B Test Is The Best For Mobile Phones

Traditionally, this testing method was used for normal landing pages and websites. However, this method of split-testing has been useful for declaring a clear winner between contending pages and their functionality on mobile screens.

The functionality and smooth navigability of a landing page of a mobile website goes a long way in influencing the conversion rates. Therefore, it is extremely important to plan it and design it in such a way that it engages the audience and successfully leads them to positive action.

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Sudeep Banerjee

Written by

Sudeep Banerjee is the Founder & President of B3NET Inc., the leading Orange County Web Development firm, since 1999 in California. He is a forward thinking leader with expertise in Digital Marketing, Web Design and Mobile Application Development and Amazon Sales Consulting. He is an author, speaker and a consultant with 28 years of experience. He loves to play Basketball and Golf.