Perfecting the art of creating effective landing pages on desktop displays is hard enough, but marketers are now forced to contend with the challenge of crafting landing pages that perform well on the smaller screens of mobile devices.

When someone finds themselves on a mobile landing page, there are certain expectations the business must meet. Here’s a rundown of those expectations and what mobile landing pages must take into account.

Introduction

Page Load TimeMobile users are looking for fast experiences and won’t

hesitate to leave your landing page if it takes too long to load. Scrutinize HTTP requests, page load time, file sizes and more

to ensure your page loads as fast as possible.

Call To ActionMobile users are typically more distracted than desktop users. This

means presenting a clear call to action (CTA) is of utmost importance. Ensure that information is prioritized to clearly and

quickly communicate the value proposition and main call to action.

Less ClutterUsing a mouse is far more precise than using your thumb or fingers

to navigate. Make sure links, buttons and calls to action are large enough and have enough space between them to easily hit with a

finger or thumb.

Landing Page FormsLanding-page forms should be short as users will be more likely to fill one out if it’s a quick and simple process. Keep long forms to a minimum and

reduce the number of steps needed to complete a conversion.

Click to CallRemember that the device is still a phone and include a click-to-call feature. Giving the user the ability to call the business makes

the mobile landing page actionable.

Targeting and AlignmentTo be able to effectively address the user, you need to create targeted landing

pages. Landing pages have to be customized per campaign, per source and per keyword. Use the available user context – e.g., location, device type,

source, etc. – to create targeted mobile landing pages.

Social Media ElementsMake social media icons prominent so consumers can easily explore your

Facebook, LinkedIn, Twitter or other companion sites. Displaying social elements on a mobile landing page can build trust with the user.

TestingLastly, test, test, test. Don’t be afraid to test and track your results so that the mobile landing page can be optimized based on consumers’ behavior

and need.

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