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Creating Conversion
Friendly Mobile
Landing Pages




  Bruce Ernst
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Creating Conversion Friendly Mobile Landing Pages
Mobile...

‣ plus ça change, plus c'est la

 même chose



 ‣  Une page d'atterrissage générique qui

 ne tient pas compte de ses utilisateurs et
 de leur contexte sera toujours inutile,
 même après que vous le rendre utilisable.
The Mobile Lens
‣    Who is Searching?
‣    Why are they searching?

‣    Have you answered their question?

‣    Can you do more?
Why
                                       are they searching?




 ‣    because they are in a store?

 ‣    because they are on the train?

 ‣    because they are killing time?

‣  their date is late and they don’t
want to look awkward
New vs.
Returning
GMHECA
     ‣    Fundamentally different

     ‣  Do returning visitors have a
     purpose?

     ‣    Are they less likely to be just
     killing time?

     ‣   Is this an acquisition opportunity
     or are you playing defense?
Copy
‣    Take the time to make it short
‣    Grab attention quickly
‣    Short & Sweet
      ‣  Think tweet

‣    Headlines really matter
‣    Use urgency and emotion
Geography
            ‣    actual
            ‣    proximity
The right technographics

            ‣     Real estate
                 ‣    Use it if you have it

            ‣     Think about speed
                 ‣    Android vs iPhone - not so big
                      a deal

                 ‣    WiFi vs. 3G/Edge - a bigger
                      deal
Don t stop   at the landing page

                ‣    If you don’t convert on the
                     landing page…

                ‣    Watch your links
                ‣    Keep your offers consistent
Usable?
Useful?
Test, Test and                               Test

‣    Nobody really has the definitive answers

‣    We don t yet fully understand the effect of
     the mobile lens
‣    Use a tool
     designed for the
     purpose

‣    Don’t be afraid
     to be daring
To Sum Up...
 ‣    Make it usable

 ‣    Make it useful

 ‣    Make it relevant

 ‣    Don t stop at the landing
      page

 ‣    Test, test, test
Thank You

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Creating Conversion Friendly Mobile Landing Pages

  • 9. Mobile... ‣ plus ça change, plus c'est la même chose ‣  Une page d'atterrissage générique qui ne tient pas compte de ses utilisateurs et de leur contexte sera toujours inutile, même après que vous le rendre utilisable.
  • 10. The Mobile Lens ‣  Who is Searching? ‣  Why are they searching? ‣  Have you answered their question? ‣  Can you do more?
  • 11. Why are they searching? ‣  because they are in a store? ‣  because they are on the train? ‣  because they are killing time? ‣  their date is late and they don’t want to look awkward
  • 12. New vs. Returning GMHECA ‣  Fundamentally different ‣  Do returning visitors have a purpose? ‣  Are they less likely to be just killing time? ‣  Is this an acquisition opportunity or are you playing defense?
  • 13. Copy ‣  Take the time to make it short ‣  Grab attention quickly ‣  Short & Sweet ‣  Think tweet ‣  Headlines really matter ‣  Use urgency and emotion
  • 14. Geography ‣  actual ‣  proximity
  • 15. The right technographics ‣  Real estate ‣  Use it if you have it ‣  Think about speed ‣  Android vs iPhone - not so big a deal ‣  WiFi vs. 3G/Edge - a bigger deal
  • 16. Don t stop at the landing page ‣  If you don’t convert on the landing page… ‣  Watch your links ‣  Keep your offers consistent
  • 19. Test, Test and Test ‣  Nobody really has the definitive answers ‣  We don t yet fully understand the effect of the mobile lens ‣  Use a tool designed for the purpose ‣  Don’t be afraid to be daring
  • 20. To Sum Up... ‣  Make it usable ‣  Make it useful ‣  Make it relevant ‣  Don t stop at the landing page ‣  Test, test, test