Your mobile landing pages are arguably the most critical aspect of your website design. And yet, for many, mobile optimisation is often considered an afterthought. 53% of website traffic is attributed to mobile users, meaning your website is being viewed more frequently on a mobile phone than a desktop.

Just having a responsive site is not enough. With the browsing experience being completely different for a mobile or tablet user than a desktop user, it’s vital that your website can cater to the mobile user. You need carefully designed mobile-friendly landing pages – or you could risk losing out on valuable conversions.

So how can you ensure you’re optimising your mobile user experience? In this article, we’ll explore ten essential mobile landing page best practices to boost conversion rates.

1. Make your pages touchscreen-friendly 

Unlike desktop users, mobile users are scrolling and clicking their way through your site with their fingertips. Ensure your important links and call-to-actions aren’t buried amongst masses of small text and include finger-width call-to-action buttons to invite more clicks.

It’s a good idea to position these buttons at the top of the landing page with sufficient space around them. It will make them clear to spot and easy to interact with.

2. Implement click-to-call buttons

To ensure getting in touch with your business is as simple a process as possible, it’s good practice to include click-to-call buttons on your mobile landing pages. Statistics indicate that 88% of web visitors are more likely to contact your business if you provide a click-to-call widget on your site.

Mobile users crave immediate answers, so it’s crucial you clearly display your contact information, and it’s always quick and easy to locate. Otherwise, you could face losing engagement and ultimately a conversion.

The good news is, creating a clickable call button is relatively straightforward and can be done through the installation of a free plugin.

3. Use mobile-optimised pop-ups 

Pop-ups, when used correctly, can be a magnet for conversions on mobile landing pages, provided they are optimised specifically for mobile users.

With less screen space to work with, it’s key to keep your pop-up forms as minimal as possible and limit fields to two or three. Using just a single field for an email address can sometimes prove more successful in gaining leads.

Your mobile pop-ups should be designed to fit the landing page size and should not be a challenge for the user to click away from. Making it difficult to close the pop-up window will only frustrate visitors and drive them away from your site.

4. Stick to single columns 

Another important mobile landing page best practice is to stick to single column layouts. While multiple columns may work well and look great on desktop, this is not the case for mobile.

To avoid cumbersome side-scrolling and ensure a breezy navigation experience, always opt for a clean single-column layout. This guarantees effortless scrolling for mobile users. It’s also is likely to extend their page duration, without the risk of images or text spilling off the page. Also, the single-column layout is much easier on the eye and will help content to be consumed comfortably.

5. Minimise visuals and video content

Similar to keeping layouts simple, it’s also a good idea to keep visual content, such as imagery and video, to a minimum on mobile landing pages. Use only images or videos that are directly linked to generating conversions – and consider how much impact they have on your key messages.

Over-using visual content can cause delays in page load time, making it frustrating for mobile users who value a high-speed experience.

While visuals can amplify page design, it’s essential to be cautious about those you implement, and remember – with mobile landing pages, less is often more.

6. Keep copy short and simple 

When it comes to content creation, long-form copy can do wonders for converting high-quality leads. However, shorter copy is usually the best choice for mobile landing pages. Keep your messaging simple, and to the point, and aim to abbreviate or reduce text wherever appropriate.

Stick to making only the key points and steer clear from the more ‘fluffy’ areas to ensure optimum engagement from mobile users. An effective way to achieve this is to incorporate bullet points for delivering those key nuggets of information. Then, opt for shorter sentence structures and paragraphs throughout your page. Use punchy headlines to help break up text and make your content more digestible for mobile readers.

7. Embrace white space 

White space can make a world of difference to your mobile landing page design. Using more of it will encourage flawless interaction and prevent accidental clicks that could divert your visitor away from the page. It will also enhance readability and invite users to continue scrolling for longer.

Although colour can liven up a desktop page and convey a powerful brand image, it’s not as necessary on smaller devices. Using white space can give your mobile landing pages an instantly modern feel and keep page layouts looking clean and consistent.

8. Make it quick
Slow page load times can have a critical impact on your conversion rates. For mobile landing pages, in particular, it can be one of the most significant contributors to high bounce rates. Statistics suggest that half us won’t even spare two seconds waiting for page content to load. It’s, therefore, crucial to perfect quick loading times on your site.

As mentioned previously, reducing the use of visuals and videos (especially those set to auto-play), and keeping design elements simplistic, will mean quick loading mobile landing pages. Pairing with a fast hosting provider is also a worthy investment for attracting more conversions.

9. Reconsider navigation 

Another best practice tip for mobile landing pages is rethinking your navigation. What works well for desktop users may be clunky and confusing for mobile users. One of the most popular choices to help improve navigation and save space on mobile screens is a ‘hamburger’ menu. These have become a familiar sight to mobile users who instantly recognise the symbol as a clickable feature for navigation. Keeping everything tucked away neatly, the hamburger creates a clean user interface.

10. Opt for sticky headers and footers 

Sticky headers or footers can also streamline the mobile user experience. Sticky headers/footers mean that the bars or menu at the top or bottom of the page stay fixed in view as the user scrolls down the page. It makes it easy for visitors to navigate your site.

Maintaining the logo at the top of the page can also help to increase your brand visibility. Your business will then stay front of mind for visitors.

Optimising your website for mobile

Even with these ten mobile landing page best practices in mind, optimising your mobile site can be a daunting and time-consuming process. It’s always best to seek expert advice to optimise your website. At Simply Media, we help both B2B and B2C organisations to boost their website conversions and achieve sustainable growth through our bespoke range of digital marketing services. Contact us today to find out how we can help.