Landing pages can double or triple your conversion rate and so mean the success or failure of your product launch, they are obviously quite important in any mobile marketing strategy. But what are landing pages? Well, they’re basically single web pages that can be used for PPC ads, promotional campaigns, mobile app downloads, etc…
Types of Landing Pages
- Click-Through Landing Pages: These are probably the simplest landing page because its only purpose is to provide you with (only) the necessary details about an offer and to convince you to get it. You just have to click through to the company’s website to buy the product.
- Lead Capture Landing Pages or Squeeze Pages: Lead Capture Landing Pages collect visitors personal data (starting with their name and email address). These pages have no exit paths, nor links nor navigation, only a button for visitors to submit their details.
- Infomercial Landing Pages: These landing pages are the online marketing world’s infomercials. They use excitable language to keep the visitor reading and the more he or she reads the more he or she feels committed to keep on reading.
- Viral Landing Pages: These are used by companies that want to build brand awaraeness so they create viral buzz. Viral Landing Pages normally have fun flash games, funny videos…with some reference to the company behind the creation (a “powered by”, a small logo…)
- Microsites: Large campaigns use microsites as small supplementary websites. They have their own URL related to the campaign’s timing and relevance. Microsites are considered landing pages (even though they consist of more than one single page) because customers are destined there from paid online ads, print and TV advertising.
- Product Detail Landing Pages: This is the common style of landing pages in the retail industry. It houses all the data that has to do with the product for sale. Its great advantage is that it requires no creation of a seeparate page and so no extra work.
- Homepage as a Landing Page: This type of landing page offers the worst performance when it comes to conversion rate. It has lots of distractions and doesn’t follow the premise that says that a landing page has a single focused purpose.
How to Make Your Landing Page Mobile-Friendly
With the arrival of the smartphone and tablet era you must make sure to optimize websites to mobile devices, but landing pages should also be mobile optimized.
- Be aware that flash, frames, PNG-24 images, and lots of plug-ins aren’t mobile-optimized so you should use HTML5, jQuery and other mobile-friendly choices like JPG or GIF image formats.
- Use tools like Mobitest or mobiReady to make sure your landing page isn’t larger than 20 KB total and loads in less than 5 seconds.
- Remember that mobile users are goal-oriented, so make sure priority content is at the top of the page.
- You’ll probably have to reduce the amount of words on your landing page and make sure headings consist of only three or four words.
- Finally you have to make sure your landing page is READABLE. The content must be legible without having to zoom the page.
Okay so these are the things you should bear in mind when optimizing your landing page for mobile devices, but what mustn’t you do? Well, there are five things you must NEVER do when creating your landing page: You must never write a bad headline, use a main homepage as a landing page, make sure you don’t have a landing page with a poorly designed form, never disconnect between the ad and the landing page amnd never ever call action below the fold.