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How To Optimize Your Landing Pages For Mobile Advertising

Matthew Nanan
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Optimizing your landing page for mobile advertising can be difficult, especially if it’s your first time creating a mobile-friendly landing page. Once you’ve created a visually appealing landing page and your copywriter has crafted a persuasive message for it, the final step would be the delivery.

With that being said, creating a landing page for mobile advertising is more complicated than it appears. Do you think your page is mobile-friendly? Think again. The finest details matter, such as the placement of your buttons, the visuals you use, or the speed of your landing page. This can make or break your customer’s first impression.

A recent study by Optin Monster revealed that 51% of shoppers prefer to use their mobile devices to find new brands and products.

Why is this statistic important? In a fast-paced business environment, people don’t have the time to sit behind their computer and research products. Instead, they prefer the convenience of their smartphone or mobile device. Simply put, your landing page has to be specifically designed for mobile users or it won’t convert the way you want it to.

Dan Shewan, journalist and creative writer said, “if desktop landing pages are the equivalent of a job interview, mobile landing pages are like elevator pitches on steroids”.

You don’t have a lot of time with your customer. The best landing pages demand action, grab attention, and give the customer a reason to buy. This is why you need to have a strong strategy in place before you create your landing page. Below are 5 different strategies on how to optimize your landing pages for mobile advertising.

1. Create a Separate Mobile Landing Page

Mobile users browse websites differently than desktop users. This means that your landing page must be optimized for all devices throughout your customers journey. So you might be asking yourself, what are the differences between a desktop and a mobile landing page?

The biggest difference is that mobile landing pages are fast paced. They are built to help customers find the information they need quickly. The desktop landing page is focused more towards customers who have more time to spend.

One of the best ways to put together a successful landing page for mobile users is by putting your customer’s interests first. Avoid doing things that could frustrate them. Believe it or not, people are impatient. If someone clicks on your mobile landing page and it takes ages to load, chances are they are just going to click away. By using .jpg formatted photos, you will be able to accommodate for people using different mobile platforms.

Also, be creative! Add visual cues help your customers navigate through your mobile landing page. Options such as click to scroll or auto-complete are two examples of how you can enhance your customer’s experience.

Remember, simplicity is key. If you are able to create a memorable experience on your mobile landing page, you’ll be able to gain leads faster!

2. Craft Shorter, More Concise Copy

Your mobile landing page should not contain all of the copy that is on your desktop site. This is a great place to use shorter copy so you can quickly get to your point.

But listen carefully. Just because you are reducing the length of your copy, it does not mean that the quality of your work should be reduced. Your copy can still flow smoothly using these three techniques I am about to share with you:

Use bullet points

Bullet points are a simple way to express your ideas quickly without having to provide any supporting evidence. Additionally, they are eye grabbing and easy to read.

Craft short and catchy headlines

Mobile advertising is very fast paced. Keep your headlines short and straight to the point (ideally less than 5 words). In order to drive traffic, make sure you incorporate your SEO keyword(s) into your headline.

If it doesn’t add value, take it out

It’s very easy to ramble on about a topic. Re-read your copy and ask yourself, “if I removed this word, would it change the meaning of this sentence?”. If the answer is no, take it out.

A recent study by ChartBeat concluded that 55% of all page views get less than 15 seconds of attention.

That’s not a lot of time. If you don’t spend the time now to craft shorter copy for your mobile landing page, many of your sales campaigns will fail to convert potential customers.

3. Incorporate SEO Copywriting

Incorporating SEO copywriting into your landing page will increase your visibility on the internet. Think about it: when you are searching for something on Google, do you scroll all the way to page 10 looking for the solution? Of course not! So why would your customers do the same?

A research study done by Search Engine People concluded that 75% of the clicks go to the first page of Google search results.

This is why some landing pages see higher conversion rates than other. Higher ranking articles and web pages tend to attract more visitors, resulting in more opportunities to close sales. So how do you build an SEO-friendly landing page?

  1. Determine your SEO keyword(s)

  2. Create a custom URL

  3. Incorporate your keyword(s) into your bullet points

  4. Speed up your page

  5. Secure back links

Yes, it’s a lot of work. But that’s what it takes to be a leader in mobile advertising.

Duane Forrester, VP of industry insights for Yext said, “On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and print are traditionally thought of as marketing tactics".

If you’re ever unsure, SEO content writers understand the best practices for implementing keywords into your landing page. This will remove a lot of work from your shoulders and give you time to focus on your marketing campaign. Once your landing page has been optimized with SEO copywriting, it’s time to capitalize on your search traffic.

4. Give Your Customers Options

It’s always a great idea to give your customers a healthy amount of options when browsing your mobile landing page. However, you don’t want to overwhelm them with too many ads or visuals.

When you customer views your landing page for the first time, they still may not be ready to purchase your product or service. By incorporating subtle pop-ups at the bottom on your landing page, you can give them the option to enter their email to receive more information about your offer. Furthermore, you could also give them to option to speak to a chatbot or book a live call with a representative.

So you might be asking, what is the best layout for my landing page? Simple, follow a singular column layout. Could you imagine what it would be like to navigate through a mobile landing page that has less than 3 inches of space? By keeping your mobile landing page simple and fluent, you will create a positive experience for your customer that they will remember.

A recent study by Super Office found that 86% of buyers will pay more for a better customer experience.

Do you see what I mean? Mobile advertising is not rocket science. Take a look at your current landing page and do a quick 3-5 minute review of how it could be improved. Remember, your customer’s experience is your top priority. But before you publish your mobile landing page, there is one final step.

5. A/B Test Your Landing Page for Mobile Advertising

A simple way to test the effectiveness of your mobile landing page is through A/B testing. This is simply testing one landing page design to another. This is an effective method of testing as it allows you to eliminate poor strategies in the market. It also gives you the opportunity to learn about your target audience.

Mobile advertising is all about maximizing your conversion rates. The number of visitors you have on your mobile landing page equals the number of opportunities you have to close a sale. And it is your mobile landing page that determines whether or not you will earn the business.

Start off by creating two different landing pages that serve the same purpose. Compare the variables on them that drive conversions such as your call to action, your copy, and your layout. From there, determine which variant would drive more conversions. Typically, the mobile landing page that will drive higher conversions is the winner.

A/B testing is so effective because it allows you to evaluate both the qualitative and quantitative characteristics of your mobile landing page.

As Steve Jobs, CEO of Apple said, “Details matter. It’s worth waiting to get it right".

Don’t take this final step for granted, it is crucial for your success. Now, I want you to be able to use these 5 strategies and get results instantly. Here’s what you need to do.

Summary

Putting together the perfect landing page for mobile advertising is not easy. That being said, there are 5 strategies you can follow to make the process easier:

Strategy #1: Create a separate mobile landing page

Strategy #2: Craft shorter copy

Strategy #3: Incorporate SEO copywriting

Strategy #4: Give your customers options

Strategy #5: Always A/B test your mobile landing page

Remember that mobile users browse websites differently than desktop users. This means that your mobile landing page should contain shorter, eye catching copy. Additionally, incorporating SEO copywriting onto your mobile landing page will help you rank higher on Google search results. Fourthly, by giving your customers options, you will enhance their experience on your mobile landing page and encourage them to come back. Finally, A/B testing is a simple and effective way to compare one mobile landing page to another.

By using these 5 strategies, you’ll be able to craft the perfect mobile landing page for your marketing campaign.

If this seems like an overwhelming amount of work, consider leveraging the expertise of a dedicated copywriter. This will save you countless hours of your time and energy and take the stress off of your shoulders. Let a professional copywriter get you the results you deserve today.

Matthew Nanan

Matthew Nanan is a freelance copywriter and blogger from Toronto, Ontario. He is a resourceful young adult who has been trained and mentored by industry leading copywriters. He writes unique and research-driven content that is strictly focused around providing his clients with results. When Matthew is not writing, he enjoys reading and teaching martial arts.

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