If you’re not already launching mobile landing pages, then this stat may cause you to think twice. According to an article in Internet Retailer, mobile traffic accounted for 13% of web traffic in the fourth quarter of 2011.
So why should this matter for your program? It’s simple. If you neglect the importance of optimizing for mobile visitors, you are losing out on a continuously growing number of prospects and possible leads.
Let’s discuss the top three reasons why you should be using mobile landing pages and why they are important for your conversion rate.
Why Mobile Landing Pages are Important
1. Confusion and frustration reduce conversions – Have you ever visited a landing page with your mobile device that wasn’t optimized for mobile visitors? You probably became frustrated pretty quickly after pinching at the screen again and again to resize it. It’s also very likely that your frustration caused you to just move on to something else. Frustrating user experiences are not good for conversions. Redirecting mobile visitors to mobile optimized pages will help your mobile visitors focus their attention immediately on your conversion action, instead of resizing your page.
If you are a LiveBall customer, LiveBall can handle this for you by automatically sensing mobile visitors and creating mobile-optimized versions of your landing pages for you.
2. The need for speed – Most on-the-go visitors don’t have much time, and that means they want a quick and reliable experience. Avoid using Flash or other page elements that take too long to load or that aren’t compatible with mobile browsers. They will slow down your audience, and they greatly increase the risk that you’ll lose out on conversions. Similarly, when it comes to the design of your mobile pages make them easy and quick for visitors by editing your mobile pages down to only the absolute most important items for conversion. Long lead generation forms are a turn off to begin with, but on mobile pages they look even worse. Keep forms short so that your mobile visitors can convert quickly.
3. Give good brand – Studies have shown that typically people remember negative events more strongly than positive ones. If a customer tries to visit a landing page that hasn’t been optimized for mobile, they are not only very likely to bounce, but they are also very likely to have formed a negative impression of your brand. Your landing pages are your first impressions, and first impressions matter a lot in online marketing. Give good brand by making sure your mobile visitors are served up an exciting, interesting, mobile-optimized landing page.
Mobile isn’t going away and landing pages that have been built with mobile web users in mind are a must-have.
If you’re a Liveball customer, and want to learn more about automatic mobile-optimization or how to make mobile-optimized landing pages please contact your account manager. If you don’t have their contact information handy, you can find our basic contact info here.