Here’s what it takes to deliver a high quality mobile marketing experience
To deliver a high quality experience to your mobile readers you first need to optimize your mobile marketing campaigns for mobile and you also need to understand these 3 things:
- Your prospects’s device – What screens are they using and does your campaign work on all of them?
- Your prospect’s intent – Where are they in the conversion funnel? Are they ready to buy or just doing research?
- Your prospect’s context – Does your campaign take into account where your prospect is and what they’re doing when they’re engaging with your offer?
In this post, I wanted to share Derek Moryson’s (content marketing landing page builder for Unbounce) list of 5 awesome terms and tactics for optimizing your mobile marketing that will not only help you optimize your online campaigns for mobile, create better experiences for your prospects, reduce friction, but will ultimately drive more conversions.
Here are Derek Moryson’s 5 ways for optimizing your mobile marketing campaigns
1. Build a mobile-responsive landing page
- Here are some “best practices” to keep in mind when building mobile-responsive landing pages:
- Reduce the number of touch events
- Design your mobile landing page experiences to get your prospects to conversion as easily as possible.
- This means shortening forms and reducing clicks.
- Make sure your CTA appears front and center
- Create a smaller version of your form CTA at the very top page, typically below the logo.
- Limit the number of mobile landing page elements
- Whether they’re on the go or simply constrained by a smaller screen, mobile users are more likely to be deterred by landing page experiences that cause friction.
- Don’t give them a reason to bounce by cramming your pages with too many elements.
- When designing your landing pages, focus on the elements that support your call to action and eliminate the rest.
- This won’t just improve your mobile campaigns but will make your landing pages cleaner, clearer and higher-converting in general.
- Scale your page to fit both portrait and landscape views
- There are hundreds of different screen sizes.
- Your job is to ensure your landing page adjusts to as many as possible.
- Creating a mobile-responsive landing page for every campaign doesn’t have to be difficult.
- Check out some of Unbounce’s responsive templates to get started.
2. Write mobile-optimized copy
- Tailoring your copy for mobile users from the get-go will force you to cut the fluff and focus on messaging that serves your campaign goal.
- To boost conversions on your mobile landing pages, try the following copywriting tactics:
- Have a strong unique value proposition
- Your unique value proposition or UVP is a clear statement that describes the benefit of your offer, how you solve your customer’s needs and what distinguishes you from the competition.
- This needs to be clearly communicated on any landing pages, but in the mobile context it’s especially important that it’s the first thing prospects see on your page.
- Maintain strong message match
- Meaning make sure the headline on your landing page matches the message in the ad that brought people there.
- Strong message match is important on any landing page but it’s critical when you’re targeting users in the mobile context where any bit of friction is conversion killer.
- Keep your headlines and bullet points short
- Mobile users scan first and read second (if they read at all).
- As a rule of thumb, your mobile headlines should be short and focused.
- Make sure your content loads quickly
- This is more about the images and videos on your page than the copy, but it’s all related.
- Not only do mobile users have short attention spans; they probably have slow internet connections
- Make sure your image and video files aren’t weighing your page down.
3. Create mobile-friendly forms
- Your lead gen forms need to be super easy to understand and fill out.
- Recent Google research suggests that when designing forms for mobile pages, digital marketers should:
- Design forms to automatically present number keypads
- It’s a small detail, but one that goes a long way in reducing friction.
- Ensure forms automatically advance visitors through fields as they enter their information
- Again, don’t make them do more work than they have to.
- Validate information entered into forms immediately
- You don’t want your prospect to have to submit a form multiple times before they get it right.
- Include a click-to-call button
- Be sure to include a CTA on landing pages that feature complex products or services.
- Your prospects may have more involved questions that you don’t have space to answer on a landing page.
- Give them the option to reach out to you for an answer
- The best way to reduce friction on a mobile form is through speed.
- Save yourself and your prospects unnecessary pain by doing as much work for them as you can.
4. Optimize your campaign for users in the searching phase
- Understanding user intent – that is, your prospect’s needs and intentions when they land on your page – is key to optimizing your landing page for mobile.
- What does this mean for your campaigns?
- It means that you should:
- Create a dedicated landing page for each phase in the marketing funnel
- If you’re running PPC campaigns, this means isolating keywords with different levels of conversion intent in their own ad groups and sometimes their own campaigns – and creating dedicated landing pages for each one.
- Maintain a strong conversion scent throughout any given campaign
- The message people see on your mobile landing page should match that of your desktop landing page; and both should match the ad they clicked on in the first place (message match).
- Remember that mobile and desktop users are often the same people so optimize for stages of intent, not for desktop vs. mobile.
- Offer content that helps people make a decision
- As Brian Massey says, if users are in the research phase, act as a consultant.
- Try to solve their problem with an ebook or whitepaper.
- They’ll love you for it and you’ll have more success generating leads than trying to sell stuff for people who just aren’t ready to buy.
5. Use geo-fencing paired with SMS messages to target and engage specific segments more effectively
- Once you’ve created and optimized your mobile-responsive landing page, it’s time to start running mobile campaigns.
- Smartphone technology has made it possible to reach mobile users when and where they’re most likely to take action.
- Take Geo-fencing for example, which involves using a prospect’s location to send them targeted offers.
- It can be a very effective way to boost conversions because you’re messaging prospects who actually want to be contacted – so long as you have their permission.
- Again, if you’re going to experiment with geo-fencing and other location-based tactics, you need get people’s permission first.
- Otherwise it’s just creepy.
- And creepy doesn’t convert.
As with any piece of conversion marketing advice, the tips and tactics above aren’t a prescription.
They’re ideas for what to test on your own marketing campaigns. For the most part, you can optimize and improve your conversion rates using the same tools and techniques you use for desktop.
Just don’t forget to take into account how (on what screen), where (in what context or location) and, most importantly, why (for what purpose) people are engaging with your campaign while on a mobile device.
This means understanding what problem your prospect is looking to solve and making the solution as frictionless as possible.
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To Your Success,