If I ate a banana for every time I heard the word "mobile" and "marketing" in the same sentence, then I'd probably be looking exactly like Ron Swanson by now.
It’s a little nauseating, right? (GIF sources)
But as much as our favorite blogs and thought leaders have covered the topic of mobile to death, it’s important to take it for what it truly is: a new device that requires different tactics that you might not have thought of before.
So that’s exactly what we’ll do: Finish our banana like adults, and talk about some mobile landing page strategies that can take your conversion rates to the next level.
#1 - Mobile Attention Span Sucks
Remember when goldfish passed the human race for having a longer attention span in 2013?
So even though we’re still superior to our wet fishy friends, it’s vital to still understand that distractions are at an all-time high on mobile devices.
Seven different social networks, countless push notifications, and text messages from mom about dinner can divert any visitor from converting on your mobile landing page.
Your best solution?
- Remove heavy information and/or longer paragraphs.
- Remove page sections completely that you’re using on desktop landing pages.
- Be careful of long pages. Get to the point as soon as possible.
#2 - Less Typing, Just Drop It Down
With desktop landing page forms, you’ll often see that companies understand the tricky balance of “lead qualification vs. conversion rates.”
It’s kinda like...
“The more fields we require the lead to fill out, the better we can determine whether we should spend time on them.”
“The less fields we require the lead to fill out, the better our conversion rates and the lower our cost per conversion.”
If you have some lead gen form fields that could be changed to dropdown menus instead of requiring your visitors to actually type on a mobile landing page, then that could be the boost you’re looking for.
The lower the drop, the better. (GIF source)
The reason you want to potentially use dropdowns is because of the one vs. two finger requirement.
If you use dropdowns, then everything can be done with one hand. If you don’t, then depending on the phone size, the path to conversion may take longer for the visitor.
Another idea you should consider is using scrolling range buttons.
Let’s say you’re an AdWords agency like us and you want to know a prospects monthly ad spend. Instead of using a dropdown, try a range field instead that’s made with jQuery.
But don’t take my word for it.
There’s a reason for why big name apps like Airbnb have 1,030,000 results on Google when you search for “Airbnb user experience” and invest heavily in it.
#3 - Numerical vs. Alphabetical Fields
Have you ever filled out a form on a mobile device, and when you get to the phone number field, your keypad automatically switches to numeric buttons?
F*** YES! SUCH AN AMAZING USER EXPERIENCE! (Image source)
Some people call these “intelligent forms” and that’s certainly a fair name to give them.
The trick with these forms is a little magic called HTML5, where you can have the mobile keyboard swap out depending on the field the visitor is about to complete.
Not only does this give your visitors a pleasant experience and immediate respect compared to your out-dated competitors, but it helps them get through the conversion process much faster.
#4 - Autofill Lead Information
Angie Schottmuller had a great Star Wars/Jedi style presentation at SMX Advanced 2012 (that feels like 10 years ago. Is that weird?) where she talked about some serious “Mobile Marketing Conversion Optimization Tools & Tricks.”
In it, she told the audience to get rid of the geographic fields of city and state.
But to keep one: zip code.
Allow the zip code to compute the city and state automatically, so your visitors can get back on Instagram as fast as possible.
Another approach you can take is by using automatic mobile form geolocation.
If your visitor allows you to use their location, you could potentially side-step the whole process of asking for where they’re located.
#5 - The Tab Bar
I wish this is what it sounds like. But there’s no alcohol here.
Mobile scrolling is potentially inevitable, but that shouldn’t stop you from trying to drive phone leads if that’s your goal.
Many sites and people recommend making your call to action (CTA) button one that actually works as a click-to-call function.
But what if you did that, AND offer people a chance to call even if they’re anywhere else on the mobile landing page?
Let me introduce you to the Tab Bar.
Here’s how the Facebook app’s tab bar looks. (Image source)
“But Johnathan, this is an app, not a mobile landing page. Why are you showing us this?!”
You’re right, but who says we can’t learn from one of the biggest conversion rate testers out there?
Facebook has been known to test until their users are blue in their faces. And it’s one of the places where the most innovative mobile landing page ideas come from them.
So what can you use it for?
Well, like I mentioned earlier, you can focus on driving phone leads as the only tab bar focus.
Or, you could split up the visual focus and have multiple conversion pathways like:
Click To Call - Fill Out Form - Start Chat
Although some of these ideas can be technical, they’re fairly easy to implement and test out without having to spend a lot of time.
Now that we’re at the top of the mobile revolution, there’s only one thing we need to brace ourselves for: when watches are the next devices that take over the world and we have to create watch landing pages.
Hopefully that will forever stay a joke, albeit a bad one. :)