Much has been said about ” effective landing pages ” on this blog as well; AdWords campaigns are a real double-edged sword: if properly set up they can in fact generate valid opportunities for contact, on the contrary turn into an economic drain. This is why it is necessary to optimize them in the best possible way: now more valid than ever, also and above all for the Mobile .
The practical tips to increase the conversions of a Mobile Landing Page are roughly the same that should be taken into consideration for the creation of all the pages of a mobile-friendly site , with a few more tricks:
- first of all, be brief and concise: if the average internet user on a pc is already unwilling to read paragraphs and paragraphs of text … let alone on smartphones : they will never waste time scrolling and rewriting the page … Your message must be of few words : clear and targeted ; all the more reason, it is better to avoid vague terms such as “the best” product / service… But with respect to which term of comparison? Better not to resort to superlatives that unnecessarily “inflate” your landing page and clearly describe the advantage you offer over the competition.
- organize the text and elements in a legible way : in this regard, rather than a paragraph of full text, use a bulleted list ; 3 to 5 elements are ideal not to tire the user who reads you and at the same time provide him with a complete picture of why he should choose you; at the same time, opt for a simple font of adequate size for the screen of a common smartphone; buttons should also be proportionate to their use via touch screen;
- bet on a single and simple call to action clearly visible, without offering too many choices on the same page (” request information” or ” register” , not both); especially for mobile PPC, the call to action “Call now” with the phone number work a lot;
- if your landing page includes a form , this must include as few fields as possible : correct name and surname, e-mail or contact telephone number;
- loading time: the less time your landing page will take to load, the more chances are that it will actually be taken into consideration: for this reason, do not weigh it down with graphics that are too heavy because if 10 seconds have passed, the user’s smartphone x still has a page white, it is very likely that it will change site immediately.
For a more complete guide to AdWords for Mobile, also read how to create an AdWords mobile campaign .