the quest for awesome mobile landing pages

The  Quest  for  Awesome  Mobile  Landing  Pages  

by  Sco'  Brinker  @chiefmartec  

Responsive  design  is  wonderful.  

Responsive  design  is  wonderful.  

But  are  mobile  na9ve  landing  pages  be'er  in  some  cases?    

Heresy!  

Responsive  web  design  is  great  when  we  don’t  know  if  the  respondent  is  mobile.  

But  what  about  scenarios  where  we  do  know  the  user  is  mobile?  

Scenario  #1:  Mobile  ads  

h'p://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  

11.5%  increase  in  CTR  

•  Bid  differently  •  Define  a  separate  mobile  budget  

•  Test  different  keywords  • Write  mobile-­‐specific  ad  text  

•  Use  mobile-­‐specific  landing  pages  

Scenario  #2:  QR  codes  

Something  be'er  may  replace  QR  codes,  but  will  sLll  be  a  mobile  context.    

These  are  scenarios  where  we  know  the  user  is  on  a  mobile  device.  

But  why  should  we  craM  mobile-­‐specific  pages  for  them?  

These  are  scenarios  where  we  know  the  user  is  on  a  mobile  device.  

Why  do  we  do  landing  pages?  

Why  do  we  do  landing  pages?  

To  give  visitors  exactly  what  they  want  in  context.  

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  

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.  

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  

Taps,  verLcal  scrolling,  click-­‐to-­‐call,  and  app  installs  are  easy.  

Pinch/zoom,  horizontal  scrolling,  and  forms  aren’t.  

Marke9ng    >    Content  

Heresy!  

Marke9ng    >    Content  

Good  content  is  important  —  but  there  is  more  to  marke9ng  than  good  content.  

Put  another  way:  don’t  forget  the  marke9ng  in  content  markeLng.  

Good:  mobile  website.  

Be'er:  targeted  mobile  landing  pages  for  specific  high-­‐value  searches.  

Serves:  e-­‐commerce  opLmizaLon,  store  locaLon,  and  brand  building.  

“Judge  me  by  my  size,  do  you?  Hmm?”  

“Judge  me  by  my  size,  do  you?  Hmm?”  

Um,  yes.  

Assessment:  blazing  fast.  

h'p://tools.pingdom.com/fpt/  

What’s  weighing  your  pages  down?   ?  

Yoda  was  wicked  fast.  

But  won’t  4G  make  all  these  speed  concerns  irrelevant?  

h'p://www.mobilespeedtest.com  

h'p://www.gomez.com/wp-­‐content/downloads/19986_WhatMobileUsersWant_Wp.pdf  

h'p://www.gomez.com/wp-­‐content/downloads/19986_WhatMobileUsersWant_Wp.pdf  

Mobile  landing  pages  can  be  small  and  fast…  but  sLll  make  a  visceral  impact.  

Even  interacLve  content  such  as  a  —  gasp!  —  rotator  can  be  mobilized.  *  

*  (Super  lightweight  and  without  Flash,  of  course.)  

What’s  the  best  way  to  determine  locaLon?  

HTML5  Geoloca9on   IP  Geoloca9on  

+    Highly  accurate  

+    Privacy  polite  

–    Prompt  required  

+    No  promp9ng  

–    Not  very  accurate  

–    Can  be  spooky  

MiLgate  downside  by  using  cookies,  delayed  interacLon,  and  explicit  geo-­‐feature  acLons.  

MiLgate  downsides  by  using  as  “default”  in  locaLon  form  fields  in  less  accurate  sefngs.  

IP  geolocaLon  accurate  to  within  25  miles  but  only  81%  of  the  9me  in  the  U.S.  

Why  accurate  geo-­‐locaLon  ma'ers.  

h'p://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  

h'p://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  

h'p://services.google.com/A/files/blogs/our_mobile_planet_us_en.pdf  

Haversine  formula  

You  should  do  test  more  than  mobile  vs.  non-­‐mobile  segments.  

A/B  test  mobile-­‐specific  ideas.  

Source:  MarkeLng  Leadership  Council  of  Corporate  ExecuLve  Board  2012  

Source:  MarkeLng  Leadership  Council  of  Corporate  ExecuLve  Board  2012  

Constraints  inspire  crea9vity.