3 simple criteria you should not forget about when creating mobile landing pages

Original author: Jack Dawson
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Landing pages are not the easiest thing when creating sites for the desktop, not to mention sites for mobile devices. Among other things, the latter have another problem: space. You want to achieve efficiency while meeting the needs of a mobile audience, needs that differ significantly from computer users. And all this must be done within the very limited space provided by mobile sites.

Users who download pages through a computer are very different from those who surf the Internet on the go through their mobile phones, tablets and other devices. The first step towards creating an effective mobile landing page is to recognize their differences and adjust your strategy accordingly. There are difficulties that are unique to mobile devices.

Before you start working on a landing page for mobile devices, ask yourself a few questions, the answers to which will help you create the best usability for your mobile users. Improved usability increases user engagement, which further rapidly increases the conversion rate of your mobile site.

The approach and motivation of the mobile user is different, but the only thing that does not change is that they all want a comfortable experience using the site and want to get what they need. Here are three ways to understand your mobile audience, which allows you to create a page that meets the needs of your target audience.

1. How convincing is your call to action - have you eliminated all the gaps?

In addition to enabling the call to action button on the mobile landing page, are the other elements doing anything to attract users to the call to action? Have you eliminated the gaps and gaps so that the user does not have problems with following the call to action?

You will need to add elements called “confidence building”, i.e. Tell your audience why you are a source worthy of their trust and why you can satisfy their needs. For example, the lack of social identity markers is a definite flaw on the landing page that can make a gullible internet user skeptical about who you are and why I should trust you?

Here are a few things you can add to your landing page to increase your credibility:

• Snippets with reviews from previous customers •
• Logos of well-known reputable companies that are your partners •
• Social proof, preferably immediately in front of the appeal area action on the landing page •
• A short and neat form for user feedback so that users do not suffer - later you can call or write them a letter to get all the necessary information.

2. Do users really need this information?

The method of collecting information by a user on a mobile device is different from the style of user behavior on a computer, as their expectations differ. To draw this parallel in a more understandable way, look at these two users as people trying to eat.

The user at the computer has both a place and time, thanks to which he can carefully set the table, get a napkin and put it on his lap, and pour himself some water or wine before starting a meal of several dishes - soup, main course, dessert, and even coffee. Their computer environment allows you to search and digest information on topics of interest to them, follow links to other useful resources until they are completely satisfied.

For mobile users, this is not the case. Mobile user - he is like a child who played in the yard, and suddenly felt hunger. He runs home and looks for something to eat, something that quickly and easily helps to kill hunger before the next meal. A mobile user typically uses small pieces of information that satisfy very specific needs. They need everything to be fast, and they do not want to break their legs, trying to get it.

How does this fit into the layout of your mobile landing page?

Make sure that you can provide what your mobile user needs in an easily digestible form, or they will run to look for someone else who can. For example, you might have a landing page ten screens long down, and you would expect the mobile user to patiently scroll through it all. They need a snack, so this is too much information, and this will scare them away.

You need just so much information so that it can satisfy the need of a person who wants to have a bite - most likely, they need one certain thing. However, remember that each user is at the same stage of the buying process, so you need to offer a page that contains important elements that guide the user through each stage of the cycle.

Determine what they need at each stage, find out what keywords attract the attention of mobile users, to understand what stage they are at and offer it. Delete everything else that is not directly related to the final action that you expect from the user.

3. Can potential users with different source data understand your offer?

Your offer MUST be understood by any user, regardless of whether they came from a link from an email, a post on a social network, paid advertising, or any other source that your site reached. Often, webmasters create landing pages with a sentence that is not supported by the context in which the sentence should be interpreted.

The lack of a clear flow of information from the basics and context to the proposal may scare away the mobile user. Rather, they may forget what exactly you wanted while they scroll the screen. Thus, the context goes beyond the brand and logo - you need to include a headline that explains who you are and what you do.

Make sure that the information about your offer is as straightforward and clear as possible. Do not think that they knew this in advance, or learned from the source that directed them to your site. The idea is that the landing page should contain enough information so that even the absolutely “green” user can understand who you are, what you offer, and why it matters to him.

Ultimately, you must ensure that your landing page has value to potential customers. Therefore, relevance, good reasoning and an effective call-to-action scheme are what you need to make them cross the line and fall right into your arms.

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