5 Things To Think About With Mobile Landing Pages

Mobile Friendly Landing Page Blog Graphic

With us now more than a month into Google’s “Mobile-Friendly” update the writing is clearly on the wall to make sure your customers can reach your content anytime, anywhere. Just to give you an idea how important it is to make sure your landing pages are mobile friendly, last year, eMarketer did a study predicting that smartphone usage was going to break the 2 billion mark. Additionally, earlier this month, Google released a statement saying that mobile has surpassed desktop usage for search. So with that in mind we’ve put together 10 of the best top practices you should consider when updating your landing pages to meet your audience’s mobile needs.

Start Here

Building a mobile site from the ground up is pricey and takes up a lot of time. The best way to get started to see if you need a mobile solution is by tracking your analytics and finding your customer’s pain points and see where the drops in conversion on your website are. Once you’ve found these points, you’ll know where to start focusing your efforts. Two of the key things you should keep an eye on when tracking your mobile conversions are buying patterns and traffic.

Short and Sweet

When designing your mobile landing page, you’re going to have a lot less room to work with than you get with desktop pages. Headlines are going to need to be short, I mean really short. Consumers are more fickle than ever as well, don’t even try to use a click-bait style title (“This happened, but what happened next brought me to tears”) or you’ll have more bounces than a trampoline in the summer time. Four words or less is what you want to aim for.

Organization is Key

When designing how the content will sit on the page, make sure your call-to-action is instantly visible. You have to see the page from the customer’s perspective, would you spend minutes at a time trying to pinch and scroll around a page to try and find something? Neither will your customers. One good method to try when condensing your material for your landing page, is “vertical chunking.” Think about how you can describe what you’re offering in 3-4 sentences.

White Spaces Are Friends, Not Wasteful

I know I’m spinning a line from Finding Nemo here, but the concept sticks. You must resist the urge to fill every pixel of white space on your pages with imagery or text. If you try to do this, you’ll have so much going on that the customer will get confused and lost on what they’re trying to do and will probably end up with them leaving. If you are going to use a template during the design of the landing page, remember – white space is your friend, not waste.

Mobile Landing Page Examples
What NOT to do with a Mobile Landing Page

Time Is Money

On mobile, you only have seconds to pitch what you’re offering to your customers, and I mean that literally. When it comes to mobile, speed is everything. I know I’m preaching to the choir where this is concerned, but it can’t be repeated enough, the longer your customers have to wait for a page to load, the more likely they are to leave. When coding for a mobile landing page, try to use streamline technologies like HTML5 and jQuery, these will help improve your page load times. Additionally, keep the number of HTTP requests to a minimum, this will help further improve your page’s load time. Lastly, remember not all mobile connections are the same. Some may be using Wi-Fi while others might be on a 3G or 4G connection. Aim to design the page to load quickly on the worst of connections and they’ll be like lightning on the faster ones.

What other tips and tricks do you have for building the best mobile landing pages. Let us know in the comments below! Want help getting one built for your business? Our marketers are inbound certified and can help you get your landing pages off the ground! Shoot us an email or give us a call!

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8 Simple Tips For Improving Landing Pages

There’s no question about it, landing pages and the forms that come with them, are two of the most important elements when it comes to lead generation. Without them, your marketing department would be extremely limited in how they could convert website visitors into leads, and eventually potential conversions. Landing pages help us direct site visitors to pages that have the ability to capture leads more successfully than forms on other web pages. Additionally, they help focus visitors on one specific offer or product, eliminating the distractions of everything else on your website.

However, converting visitors into leads, even with landing pages, is easier said than done. There are quite a few best practices when it comes to setting up and optimizing landing pages. So here’s a few tips to help improve better converting landing pages.

 Make Sure All Critical Elements Are Included

Landing pages are used to convert visitors into prospects. This is done mainly by having them complete a transaction or collecting contact information. In order for either of these to occur, you need to include these critical elements.

  • A headline
  • Sub-headline (optional)
  • At least one supporting image
  • A form to capture the visitors’ information **Very Important**

Remove the Main Navigation

Once you have a visitor arrive at a landing page, it’s your job to make sure they stay there. So if there is anything to distract them, this can lead to them abandoning the landing page before they even convert! One of the best ways to make sure that the customer has nothing to distract them is to remove the navigation bar from your landing pages. This will help them focus on the page because there’s no place else for them to go.

Keep Your Message Consistent

What we mean by this is, make sure your call-to-action is the same as your headline of the landing page. If people click on a CTA for something you market as free only to find out that there’s a catch, they’ll immediately lose trust in you. Additionally, if the headline reads differently than what the CTA is, the customer might become confused and think that the call to action was linked to the wrong page. You can eliminate both of these issues by making sure your landing page is consistent in its messaging.

Less Is More

All of us probably remember the KISS method from high school and college, “Keep It Simple Stupid.” That same philosophy should apply to your landing pages. A cluttered landing page with lots of text and information will result in your visitors being confused, distracted, and (even worse) overwhelmed. Instead, keep the page very simple by using just enough text and imagery to get your point across.

Encourage Social Sharing

Don’t forget to include social sharing buttons that would enable your prospects to become brand ambassadors for your products. To limit clutter on your landing page, only include social buttons that you know your audience would use. Additionally, make sure to always include an email option because some people have different sharing preferences than others.

More Landing Pages = More Leads

This is pretty simple, the more content, offers, and landing pages you create, the more opportunities you have to generate leads for your business. More landing pages also means more targeted content towards your different buyer personas, which can also help increase your conversion rates.

Reduce Fear With Proof Of Protection

In today’s world, people are more protective of their personal information than ever before. No one wants to be the victim of identity theft, and websites that seem completely safe and legitimate might be hiding a dastardly bug or exploit in their system that leaks this sensitive information. Luckily, there are a few different features you can add to your landing pages that would help reduce this anxiety.

  • Adding a privacy message that indicates visitors’ information will never be shared or sold.
  • If your form requires sensitive information, include security seals, your BBB rating, or certifications so visitors know their information is safe with you.
  • Adding testimonials or customer logos is a great way to assuage your customers by showing that other companies/individuals have trusted you with their information

Short and Simple

Sometimes when people see a long form, they don’t fill it out because it looks like it could be time consuming. If your form requires a lot of fields, make it look as short as possible. Reducing the spacing in-between fields and aligning the titles to the left of each field instead of above it makes the form seem shorter.

What tips do you have for better conversions with landing pages? Let us know in the comments below!

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PPC Crash Course for E-Commerce Part 3

Continuing from the last two weeks, we’ve covered what platforms could be a good fit for your business along with researching the best keywords for your products. Then, we went over how to structure your account and set up budgets for your ads. Today, in our final part, we’re going to go over global campaign settings and how to set up split testing for your ads. So, without further ado, let’s get started!

Location, Location, Location

The old real-estate adage applies to PPC in a very big way. When you upload your campaigns and ad groups, your campaign settings will automatically be set to the default settings in AdWords. So, before you set anything to live, you’re going to want to review and customize those settings to make sure that your ads are being displayed to the right people in the right places.

The first thing you’re going to want to review is the geographic locations that you want to show your ad in. You can determine how limited you want to show your ad in case you only ship to a few different places outside of the US. If you’re not limited by that, the best way to start is by including the countries that you know you receive a lot of orders from. If you plan on targeting different languages you can do this at this point as well. Additionally, you can fine-tune this feature to target specific regions or cities within the other countries and make the search as granular as you’d like (see examples below).

Country Targeting in Google AdWords
Country Targeting in Google AdWords
City Targeting in Google AdWords
City Targeting in Google AdWords

It’s All About The Networking

In addition to choosing where geographically your ads show, you can also choose where on Google’s network the ads will show. Well, outside of the ads being served on the search results, you can choose to have the ads served with Google’s search partners as well. For example if you put together a text ad, this ad could appear on non-Google websites, such as AOL search (yes, it still exists), Ask.com, in addition to other Google sites such as Google Maps, YouTube, and other parts of the Google-verse. This setting is just as granular as the geo-targeting setting above. You can pick and choose where your ad will display and whom it will display with. If there is a site or Google product that you don’t want displaying your ad, this is where you can include or exclude specific partners and sites.

Additionally, once you get some AdWords experience under your belt, there’s a whole other network known as the Google Display Network, that showcases your ads on additional sites outside of Google’s search partner network. For example, if you ever wondered how a Google AdWords ad appeared in a banner ad on The Weather Channel’s website, this is how. However, I wouldn’t recommend tooling around with this until you get some campaigns under your belt. However, if you’re feeling particularly confident in your AdWord abilities, you can find out more information on it here.

Also, you can choose if you want to include or exclude mobile devices and tablets. However, if you sell something online I would highly recommend that you advertise on these devices. Especially now that more than 50% of internet users are accessing stores and websites from a mobile device.

Ad Testing – Making Sure The Ad Brings Your “A” Game

Ad testing is very important, as it lets you find which ad is the best one for your keywords. Ads are the way you showcase your product to the world with PPC so you want to make sure you get the ad right the first time. Where E-Commerce is concerned, ad testing is all about your product segmentation. Having your ads be relevant to your keyword lists that is associated with that ad group is where your ads will shine and make sure it has a high quality score. To sum up what quality score is, is a way provided by Google to help you pay less for your ads.

Let’s take the knitting supply store we’ve been using for this series, and they want their ad to showcase their stainless steel knitting needles. If the keyword is, “stainless steel knitting needles” then they should call that out in their ad. With split testing, you want to set up two ads per ad group to test against each other to see which is running better, however, both still need to be calling out the product within the ads. What you’re testing is different benefits and features that the customer might be looking for, different destination URLs that are linked to the ads, display URLs, call-to-actions, and dynamic keyword insertion. So, this is how one of their ads could read:

Stainless Steel Knitting Needles
Our Products Are Top Notch!
Get Your Stainless Steel Knitting Needles Today!

And the other ad could read:

Industrial Strength Knitting Needles
High-Quality Stainless Steel Knitting Needles On Sale.
Get 15% Off Your First Purchase!

From these two ads, you’ll be able to track through the AdWords platform which one is being received and converting better.

Well, that’s it for our crash course! Now you’re all ready to set up and start your first ad campaign with PPC! While this outline gives you the important first steps, there is a lot of other things that can affect your campaigns after they’re launched. However, if you’re curious about what else you can do to analyze and track your AdWords campaign, you can check out Google’s own guide which goes into great detail on how everything works and how you can effectively track and use the product to your advantage.

Take care and Happy Ad Hunting!

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