As the use of mobile devices continues to grow, it is important to optimize your landing pages for each type of mobile device to ensure you are capturing leads from each audience. There are multiple factors that can affect a good landing page experience on mobile and this blog aims to share some of the issues Prototype has seen pop up over the course of the last year with the goal to increase conversions for your client or business.
By now, most professionals in business and marketing understand how important it is to go mobile. After the introduction of the mobile-friendly updates from Google, that first rolled out in April 2015 with another update that followed in May 2016, businesses have been making the switch to responsive sites to help improve that user experience. The only problem is, the mobile audience isn't converting from mobile landing pages quite like they did from desktop. So what is happening? Why do users bounce away from mobile so much?
Users are much more likely to try and click on everything on mobile, so it is important to make as many of the elements on the mobile page as clickable as possible. Ideally the clicks will guide users through a logical journey on your website, and will include internal links to keep users on your site - don't send them to another website straight from your landing page.
Mobile devices come in all shapes and sizes and your website needs to optimized to perform well on all screens beyond just the responsive capabilities. One way to test this is to analyse the screen resolution data in Google Analytics. If you notice a screen resolution has a lot of sessions but a high bounce rate and low conversion rate, then this could suggest there is a problem. Isolate that screen resolution in a segment and look at the top landing pages with pageviews vs. bounce rate. This should glean some insight into low performing landing pages that will impact online lead generation.
Ideally your forms will be shorter on mobile than they are on desktop. The mobile visitor is going to be much more reluctant to fill out a lengthy form than a desktop user, so as many required fields you can remove the better. We suggest you ask only the essential information on mobile and then follow up with more information at a later date.
Continuing with the form issue, mobile users typically have to skip from keyboard to keyboard to get all the characters they need to complete a form. One way you can improve this is by offering the user the most relevant keypad for each field on the form. For example, if you are asking for their email, include the email keyboard that has the @ to make life easier for the user.
We see many bugs arise from mobile all the time and the most important thing to do is continue monitoring all aspects of mobile to ensure you aren't missing an issue and to make sure you are driving as many leads as possible. Mobile is a fast-paced, ever changing beast and it is your responsibility to keep up with changes as they arise.
Prototype digital strategy consulting can help you come up with mobile strategies not only for lead generation but also for other aspects of your business such as employee engagement, supply and logistics management, etc.
January 9, 2020
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