Creating Effective Mobile Landing Pages

Recently, I was asked by DM Confidential to provide insights on best practices for creating mobile landing pages that work well on smartphones. Some of my commentary was included in the article that recently posted. Below is a recap of my thoughts on the topic beyond what was published.

Having a streamlined user experience across both desktop and mobile are absolutely critical with today’s users. Just as visual storytelling has taken over how brands leverage social platforms, having a clean, clear and concise mobile entry point into a branded experience is key to driving engagement & action by the user.

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Whether it’s driving brand awareness, showcasing products or benefits, or simply trying to drive leads, having a mobile landing experience that focuses on a very clear call to action, with clear and concise copy along with imagery or video that is core to driving the user through a pre-determined path is the key to maximizing the initial mobile experience.

Another core element to consider is the impact that responsive design can have for a brand vs. having a separate desktop and mobile experience, by leveraging responsive design during the build out of both desktop and mobile, you can maximize the user experience across platforms.

Here is a breakdown of simple Do’s & Dont’s to consider.

Do’s:

  • Incorporate visual elements while maximizing opportunities for engagement
  • Keep copy clear and concise
  • Be very specific as to the call to action and make sure that the it is incorporated into the design and kept above the fold
  • Do consider optimizing the content for load time
  • Do consider responsive design for both web & mobile to keep the experience consistent yet relevant across both desktop and mobile

Dont’s:

  • Do not just have your website as the default without mobile consideration (bad ux, too much content, difficult to navigate)
  • Avoid too much content
  • Avoid too many fields
  • Don’t just have a list of categories as the primary experience
  • Don’t overload the mobile experience to weigh down load times

Examples:

Good: Crowdsworth | Responsive Design

Here is the Responsive Design Desktop Version of the Crowdsworth site

Screen Shot 2013-04-11 at 11.15.11 AM

Here is the mobile version highlighting the sites responsive design

Photo Apr 03, 10 47 13 AM

Good: Nike | Clean UX & Clear Call to Action

Nike Mobile

Good: Red Bull | Strong use of visual and call to action that leads to deeper engagement as you scroll

RedBull Mobile

Bad: Chivas Whiskey | There is no mobile optimization present, essentially the site is the mobile landing page. At a minimum create a unique entry experience for the mobile user

Chivas Mobile

Some of my commentary was included in the article that recently posted.

How to Create Effective Mobile Landing Pages

Follow Tom Edwards @BlackFin360

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