Mobile internet use overtook desktop browsing a couple of years ago.
Today, there's no doubt about it:
Mobile devices are a lot of people's primary means of accessing the internet.
In the future, we may end up seeing more integration between what we currently think of as “mobile” and what we associate with “desktop.”
But today, the way that people use their tablets and smartphones is usually a bit different from how they use their laptop or desktop PC.
So when you create landing pages, you absolutely must make sure they look great on mobile.
This could mean simply making sure your design is responsive, or it could even mean designing a totally different and separate landing page for mobile users with its own distinct visual design and text copy.
In a recent blog post, marketing expert Neil Patel offers up a simple but powerful six step process for creating mobile landing pages that convert.
6 simple steps to creating a great mobile landing page
Now that you’ve nailed down the 6 things every mobile landing page needs, it’s time to put them into action on your own page.
Here’s how to get started.
1. Figure out your goal
Before you get started, you need to know exactly what it is that you’re trying to accomplish.
Remember, landing pages are specialized.
Each one should be carefully crafted for one clearly-defined purpose: getting people to convert.
“Conversion” can consist of a lot of different things.
It could mean signing up for your email list in exchange for a free e-book, downloading your app, or signing up for a free software trial.
You need to figure out exactly what you want people to do on your landing page.
With this in mind, you can separate landing pages, as a whole, into broad categories:
- Pages designed for lead generation: These use a lead magnet to entice people to fill out a contact form.
- Pages designed for click-throughs: These are used to give the audience more information and prime them for purchase.
Here’s an example of a lead generation landing page:
[image source:Neil Patel]
It’s clear from the beginning what you’re supposed to do on the page.
And the contact form is just the right length.
Here’s an example of a landing page used for click-throughs:
[image source:Neil Patel]
It goes a little more in-depth and gives the reader a chance to learn and interact more.
Figure out your goals to decide which will work best for you. Then determine what metrics you want to measure.
2. Choose the right tool for the job.
To set up your page, you can use any number of tools that don’t require you to know how to code.
Leadpages is one of the most popular options.
Their interface uses an intuitive drag-and-drop builder to let you customize your landing pages.
[image source:Neil Patel]
You can start off with any of their various free templates. You can find one for just about any industry or use case.
[image source:Neil Patel]
There are also other tools out there that offer similar features.
A lot of people like using Instapage. Like Leadpages, it’s a simple drag-and-drop builder.
[image source:Neil Patel]
Then, there’s ClickFunnels. This one actually offers a bunch of other services in addition to landing page creation.
[image source:Neil Patel]
The idea behind ClickFunnels is to help you create whole sales funnels, from start to finish.
So when you’re ready to build your page, you’ve got a bunch of different options to choose from.
3. Create a clean, streamlined, user-friendly visual design
Once someone gets onto your landing page, they should know exactly what they’re supposed to do there.
Otherwise, they’re not sticking around to find out.
When it comes to simplistic design, I really like this example from Wistia, a B2B video hosting service.
[image source:Neil Patel]
It’s so uncluttered and clean.
Of course, you can add a little more detail without making the page overwhelming.
Like in this landing page for IMPACT, a branding and design agency.
[image source:Neil Patel]
It doesn’t skimp too much on the information, but it also doesn’t overwhelm you with thousands of words of copy.
And, it tells you exactly what you need to know about what you’re signing up for.
Plus, it points a visual arrow to the CTA driving the focus and attention immediately to getting the product.
It’s a good balance.
4. Use a crystal clear CTA and concise copy.
Your page needs a strong, clear CTA, and simple copy.
Depending on what you’re selling, this can be something that looks pretty general at first glance.
Like this landing page from Evernote.
[image source:Neil Patel]
“Remember Everything” seems pretty ambitious!
But below the headline, there’s just enough text to explain what they mean.
And then the “Sign Up” button is bold and highly visible.
Netflix also has a landing page that’s simple yet powerful.
[image source:Neil Patel]
Not counting the header at the top, there are only 12 words on this page.
But those 12 words tell you everything you need to know.
5. If it’s a sign-up form, strip it down to the essentials
If they are just signing up for a newsletter, there’s no need to get their cousin’s best friend’s dog’s name.
No one has time to fill out 10 different form fields, especially if they’re on mobile.
Check out this great example from Hipmunk, a travel planning service.
[image source:Neil Patel]
Just look at how simple this is. There’s no fluff here.
Also, notice the “Continue with Google,” “Continue with Facebook,” and “Continue with Concur” options.
If you’re trying to get people to sign up for an account with your service, these options can speed up the process tremendously.
6. A/B test it
You should always use the power of A/B testing to optimize your landing pages.
Create more than one version of a landing page.
You can introduce variables like different layouts, graphics, or copy.
[image source:Neil Patel]
Some items will work better than others, and you can double down on what performs well while tossing out ideas that just aren’t moving the needle.
With a tool like Unbounce you can easily A/B test different landing pages by creating a variant:
[image source:Neil Patel]
You can learn more about what makes a mobile landing page great over at Neil Patel's blog.
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