The Quest for Awesome Mobile Landing Pages
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The document discusses the potential benefits of creating native mobile landing pages instead of using responsive web design for landing pages targeted towards mobile users. Some key points made include that mobile users are a different segment than desktop users and optimizing independently for each could improve results, and that native mobile pages allow for lightweight pages optimized for the mobile experience with features like geolocation. The document argues that for some marketing scenarios like mobile ads or QR codes where the user is known to be on a mobile device, a native mobile landing page may perform better than a responsive page.
The Quest for Awesome Mobile Landing Pages
- 1. The Quest for Awesome Mobile Landing Pages by Sco' Brinker @chiefmartec
- 2. Responsive design is wonderful.
- 3. Responsive design is wonderful. But are mobile na9ve landing pages be'er in some cases?
- 4. Heresy!
- 5. Responsive web design is great when we don’t know if the respondent is mobile.
- 6. But what about scenarios where we do know the user is mobile?
- 7. Scenario #1: Mobile ads
- 10. 11.5% increase in CTR
- 12. • Bid differently • Define a separate mobile budget • Test different keywords • Write mobile-‐specific ad text • Use mobile-‐specific landing pages
- 13. Scenario #2: QR codes
- 16. Something be'er may replace QR codes, but will sLll be a mobile context.
- 18. These are scenarios where we know the user is on a mobile device.
- 19. These are scenarios where we know the user is on a mobile device. But why should we craM mobile-‐specific pages for them?
- 20. Why do we do landing pages?
- 21. Why do we do landing pages? To give visitors exactly what they want in context.
- 22. Why responsive design landing pages aren’t necessarily best in a mobile context: • Large assets loaded behind the scenes • (In)visible content hard to conceptualize • Different copy may be preferred • Different CTAs may be preferred • CondiLonal code complicated to manage
- 23. Mobile users are a different segment than desktop users. If you’re not opLmizing mobile and desktop users independently, you’re almost certainly confounding your test results.
- 24. Advantages of na9ve mobile landing pages: • Super lightweight pages for speed • Targeted copy and CTAs • Thumb-‐friendly interface • Mobile-‐specific features (geolocaLon) • WYSIWYG design of user experience • Independent tesLng of mobile segment
- 25. Taps, verLcal scrolling, click-‐to-‐call, and app installs are easy. Pinch/zoom, horizontal scrolling, and forms aren’t.
- 26. Marke9ng > Content
- 27. Heresy!
- 28. Marke9ng > Content Good content is important — but there is more to marke9ng than good content.
- 29. Put another way: don’t forget the marke9ng in content markeLng.
- 34. Be'er: targeted mobile landing pages for specific high-‐value searches.
- 38. Serves: e-‐commerce opLmizaLon, store locaLon, and brand building.
- 40. “Judge me by my size, do you? Hmm?”
- 41. “Judge me by my size, do you? Hmm?” Um, yes.
- 47. h'p://tools.pingdom.com/fpt/ ? What’s weighing your pages down?
- 48. Yoda was wicked fast.
- 49. But won’t 4G make all these speed concerns irrelevant?
- 54. Mobile landing pages can be small and fast… but sLll make a visceral impact.
- 60. Even interacLve content such as a — gasp! — rotator can be mobilized. * * (Super lightweight and without Flash, of course.)
- 72. What’s the best way to determine locaLon?
- 73. HTML5 Geoloca9on IP Geoloca9on + Highly accurate + No promp9ng + Privacy polite – Not very accurate – Prompt required – Can be spooky MiLgate downside by MiLgate downsides by using cookies, delayed using as “default” in interacLon, and explicit locaLon form fields in geo-‐feature acLons. less accurate sefngs.
- 74. IP geolocaLon accurate to within 25 miles but only 81% of the 9me in the U.S.
- 81. Why accurate geo-‐ locaLon ma'ers.
- 92. You should do test more than mobile vs. non-‐mobile segments. A/B test mobile-‐specific ideas.
- 93. Source: MarkeLng Leadership Council of Corporate ExecuLve Board 2012
- 94. Source: MarkeLng Leadership Council of Corporate ExecuLve Board 2012