Best Practices for Launching Mobile Landing Pages

- 3rd Apr 2013
Mobile user behavior is very different from other mediums. So it is important to optimize for that behavior and not just for the size of the device. Some points to consider:Think Mobile First:Mobile users have a very distinctive “snacking” behavior. Rather than just extending web campaigns to mobile, create mobile specific campaigns and mobile-exclusive offers. Take advantage of the user context available on mobile devices (location, device type, source, etc) and create mobile specific landing pages that are simple and touch friendly.Empower the marketers / Self serve:

Traditionally the creation of mobile landing pages needed an IT design – develop – test – approve – deploy cycle. Many of these IT resources are choked trying to manage / update their core mobile apps and sites, leaving them with little time to address marketing requirements. By using a self serve approach, marketers can now create new experiences in hours instead of weeks. By using pre tested / pre approved modules and one-click go live, there is no need for IT involvement each time. By democratizing the process of creation, marketers can now innovate rapidly independent of IT and take advantage of new features and device capabilities.

Create Rich Mobile Experiences:

Mobile landing pages should take advantage of rich experiences to engage the user. Using experiences like videos, carousels, galleries and 360° views dramatically increases user engagement. Experiences like inline expandable sections, tabs and jump menus allows for depth of information while keeping the call to action upfront and center. Social elements like displaying Twitter feeds and Facebook like/comments/facepile etc build user trust.

Landing pages should speak to the user:

To be able to effectively address the user you need to create targeted landing pages. Landing pages have to be customized per campaign, per source and per keyword. By simplifying the creation process you can enable creation of more variety and better targeting. Create several landing pages and use targeted sections in each page to further segment the users. Pages should also be integrated to customers existing reporting and tracking infrastructure.

Actionable:

Landing pages have to be actionable. Mobile landing pages can trigger various types of actions. From forms embedded in the page for opt ins to “click to call” to take users back to existing channels. Store locators and coupons can be used to get user to walk in to a physical store. Coupons can be saved to the phone (or loaded into their iOS Passbook). Users can also invoke a buy experience. Other actions include add to contacts, app download links, add to home screen, etc.

Optimize the buy experience:

Traditional e-commerce experiences are not suitable for landing pages. Users are interested in a single offer / product and steps like adding products to a shopping cart before checkout have little relevance. Users are also not interested in entering credit card details and shipping and billing addresses. Purchase experiences have to be optimized (for example – one step checkout) and take advantage of pre-saved credit card / shipping information (if available with the customer) or using providers like Amazon Payments and PayPal.