the quest for awesome mobile landing pages - smx west 2013
Post on 17-Oct-2014
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DESCRIPTION
The pros and cons of responsive design. Plus, the case for native mobile landing experiences. Lots of awesome examples!TRANSCRIPT
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The Quest for Awesome Mobile Landing Pages
by Scott Brinker@chiefmartec
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Responsive design is wonderful.
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Responsive design is wonderful.
But are mobile native landing pages better in some cases?
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Heresy!
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Responsive web design is great when wedon’t know if the respondent is mobile.
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But what about scenarios where we do know the user is mobile?
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For instance, when they click on a mobile ad
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http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
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But why should we craftmobile-specific pages for them?
So we know that the user is on a mobile device.
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Why do we do landing pages?
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Why do we do landing pages?
To give visitors exactly what they want in context.
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Why responsive design landing pages aren’t necessarily best in a mobile context:
• Large assets loaded behind the scenes
• (In)visible content hard to conceptualize
• Different copy may be preferred
• Different CTAs may be preferred
• Conditional code complicated to manage
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Mobile users are a different segment than desktop users.
If you’re not optimizing mobile and desktop/tablet users independently, you’re almost certainly confounding your test results.
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Advantages of native mobile landing pages:
• Super lightweight pages for speed
• Targeted copy and CTAs
• Thumb-friendly interface
• Mobile-specific features (geolocation)
• WYSIWYG design of user experience
• Independent testing of mobile segment
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Taps, vertical scrolling, click-to-call, swipes, and app installs are easy.
Pinch/zoom, horizontal scrolling, and forms aren’t.
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Marketing > Content
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Heresy!
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Marketing > ContentGood content is important — but there ismore to marketing than good content.
Marketing is not (just) publishing.
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Put another way: don’t forget the marketing in content marketing.
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Good: mobile website.
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Better: targeted mobile landing pages for specific high-value searches.
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Serves: e-commerce optimization, store location, and brand building.
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“Judge me by my size, do you? Hmm?”
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“Judge me by my size, do you? Hmm?”
Um, yes.
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http://tools.pingdom.com/fpt/
What’s weighing your pages down? ?
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Yoda was wicked fast.
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But won’t 4G make all these speed concerns irrelevant?
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http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
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http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
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Mobile landing pages can be small and fast… but still make a visceral impact.
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Even interactive content such as a — gasp! — rotator can be mobilized. *
* (Super lightweight and without Flash, of course.)
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What’s the best way to determine location?
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HTML5 Geolocation IP Geolocation
+ Highly accurate
+ Privacy polite
– Prompt required
+ No prompting
– Not very accurate
– Can be spooky
Mitigate downside by using cookies, delayed interaction, and explicit geo-feature actions.
Mitigate downsides by using as “default” in location form fields in less accurate settings.
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IP geolocation accurate to within 25 miles but only 81% of the time in the U.S.
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Why accurate geo-location matters.
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http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
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http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
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http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
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You should test more thanmobile vs. non-mobile segments.
A/B test mobile-specific ideas.
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Source: Marketing Leadership Council of Corporate Executive Board 2012
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Constraints inspire creativity.
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