Mobile Landing Pages
A website that is truly mobile friendly will treat the visitor to a great experience from arrival to exit. For many visitors nowadays, the experience starts at the landing page. In the past, landing pages were often elaborately designed, made to meet the goals of delivering relevant information while holding the visitor’s attention. Because the landscape has changed so dramatically in a world of diverse devises, simplicity is the best route to a great experience. Here are eight simple ways to create mobile landing pages your visitor will love.
Turn off the Flash
Adobe’s Flash framework shines brilliantly on the web, but not so much in the mobile realm. In fact, several popular devices do not even support it. Those that do have a difficult time running it in the efficient manner common of the PC environment. If you really care about the user experience, you’ll leave Flash behind and reach for something more mobile-friendly along the lines of HTML 5.
Keep Speed in Mind
Merely staying away from problematic technologies such as Flash will not guarantee you a speedy landing page. Speed is achieved by taking specific actions. For example, simple things like limiting the number of images you incorporate and limiting them in size can make a huge difference in how fast your pages load. Speed benefits can also be achieved by taking the same approach the to the scripts and web apps you use to add functionality.
Get to the Point
A mobile landing page is no place to waste precious time with your most well thought out fluff material. You want to greet the visitor with a design that serves up your message in simple, yet crystal clear fashion. Direct them to your calls to action and put supreme focus on moving onto the next step.
Make it Engaging
Steering clear of Flash and keeping your design simple doesn’t mean you have to be doomed to landing pages so boring you lull yourself to sleep just looking at them. Instead of taking a bland approach, concentrate on being engaging without being distracting. This feat can be accomplished by making strategic use of elements such as backgrounds, colors, fonts and various visual aids that put your most important content on display.
Keep Page Titles and URLs Short
The typical mobile web browser displays up to 40 characters across the screen, meaning you have very little real estate to work with. For this reason, it’s best to keep both your page titles and URLs as short as possible. Make sure those titles are relevant and to the point, while ensuring that your URLs are easy to remember for mobile users who choose to manually navigate back to specific landing pages.
Get Touchy With Navigation
Most of today’s popular mobile devices operate by way of touchscreen functionality. There’s no mouse in the picture, so websites must be designed to accommodate fingers and thumbs. In most cases, implementing large, centralized buttons and icons are your best bet because they maximize display real estate and prevent the user from accidentally clicking away. If your landing page contains a phone number, consider incorporating click-to-call functionality so that singe tap of the finger or thumb connects the user to your business line.
Ordinarily, it wouldn’t be wise to eliminate standard web browsing features, but when it comes to scrolling, this routine function can end up doing more harm than good. For instance, it could be a rather frustrating experience for the user if they go to interact with certain features on your landing page and instead of the intended interaction, the whole page scrolls and throws the entire process of course. To prevent this, some designers choose to disable horizontal scrolling, while some elect to eliminate scrolling all together.
Conduct Multiple Tests
No mobile website should be deployed in a live environment without first being thoroughly tested. But instead of just testing rendering, page speed and links, think outside of the box by testing other components that might impact the user experience. For example, with more smartphones and tablets boasting both portrait and landscape views, it would behoove you to run a few experiment that make sure your landing pages look as good titled upright as they do when lying horizontal.
In many instances, your ability to flip traffic into conversions is determined by the effectiveness of your landing page. With conversions representing everything from new subscriptions to sales, you definitely want to bring these mobile design best practices to the table.
About the author:
Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email Marketing Services. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations.