How to Drive More Conversions with a Mobile Landing Page Strategy
August 23, 2016
Let's say you've created a stellar ad campaign. Your content is driving all kinds of engagement with your target audience, and you've A/B tested all your images and ad copy. But when prospects get to your site, they're bouncing without completing your lead forms or downloading your ebook.
What's to blame?
When it comes to driving conversions, the difference between a stellar demand gen campaign and a lackluster one often boils down to the last mile: the landing page prospects arrive at after clicking on your ad to download your content, request a demo, or otherwise submit their info to get in touch with someone at your company.
Specifically, one of the most frequent oversights marketers commit is not developing mobile-friendly landing pages that make it easy and enticing for a prospect to complete a form right from their phone in a matter of seconds.
Why is it important to optimize your site (and particularly your form fills and other landing pages) for mobile? Because it's how your prospects are most likely to initiate their buyer's journey with your company.
According to eMarketer, mobile now accounts for well over half of all time spent with digital media among US adults. When it comes to LinkedIn Sponsored Content -- which lets marketers publish content to the world's only professional news feed and engage a high-quality audience of 450 million influencers and business decision-makers -- more than 75% of engagement with advertisers' creative occurs on mobile devices. If you aren't optimizing your pages for mobile, your conversion rates will often suffer.
So how can you put some shine on your landing pages to drive more mobile conversions from your campaigns? Here are a few simple (but powerful) ideas:
1. Make your value proposition highly visible and to-the-point on your mobile landing page.
Why should someone give you their info? What's in it for them? Make this eminently transparent on a single mobile page and form fill. Don't make users scroll down on their phones in order to digest your message and decide whether they want to download your content. Remember: Mobile attention spans are short, so keep your message relevant to your target audience, consistent with the "promise" verbalized in your ad creative, and, most importantly, brief and to the point.
2. Limit your forms to 5 fields or fewer.
Ever gone to a landing page on your phone and been presented with a form that was 10 fields long, including many free-response fields? What was your gut reaction to that? Did you even complete the form, or did you decide it wasn't worth it and bounce? Most of your prospects have no patience for completing long mobile forms. Ask for only the most essential pieces of information that you need to score or qualify a lead and move it down the funnel -- and then don't ask for anything further. For some advertisers, this might be a name and work email address. For others, it might be name, email address, company name, and job title. Whatever your needs, be ruthless in limiting yourself and resist the urge to collect 6-10 pieces of info from your prospects. You'll be rewarded with higher conversion rates.
3. Design for the mobile visitor in mind.
Keep your form fields, call-to-action buttons, fonts, and other elements large and clear enough such that they're easy to read and click on from a small screen. Try typing and navigating through your mobile landing page yourself -- do your thumbs feel "happy" while doing so? If not, consider making your design more mobile- (and thumb-) friendly. (Need guidance on different options for designing mobile-friendly pages? ClickZ has a great primer for you.)
4. Ensure your mobile site loads quickly.
Slow-loading sites will frustrate your prospects, and they'll leave your site within seconds. (Need to gauge your mobile site speed, as well as evaluate the general mobile-readiness of your landing pages? Try this free, instant website grading tool from LinkedIn partner Hubspot: https://website.grader.com)
5.Test different Call to Actions.
Often, your mobile conversion rates hinge on how compelling your call to action is. Randomly partition your mobile traffic into a couple different versions of your landing page, each with a different CTA or "submit" button. Sometimes changing a single word makes a difference. Compare conversion rates by page to determine a winner.
To illustrate an effective mobile landing page, take a look at this attractive, simple, and elegant two-step flow from Swrve, a LinkedIn advertiser. A member would arrive at these pages after clicking on an ad for one of the brand's ebooks. It works because its design is simple and easy to read and navigate on a small screen: Large fonts and fields abound, and the pages aren't that long so the member needs to scroll very little, if at all. These pages have a clear value prop that also aligns with the messaging of the ad unit that drove traffic here. The forms ask for very few pieces of info from a member, lowering the barrier to conversion. Finally, the call to action on each page is unmistakable.
Want to learn even more about optimal landing page strategy? We've got you covered with this free mobile landing page tip sheet. You might also want to explore some of the comprehensive and actionable ideas from marketing guru Neil Patel for more mobile optimization goodness.
Your future customers await, smartphones in hand! How will you greet them when they arrive at your site? Apply some ideas from this post to your next LinkedIn campaign and tell us how they worked for you!
For information on how to make your LinkedIn Sponsored Content perform at a high level, download "Laser Focus: 10 Ways to Optimize Your Sponsored Content."