Learn How to Optimize Your Mobile Landing Page to Drive Sales

Facebook Business

December 7, 2018

By 2021, more than half of all retail ecommerce sales are expected to take place on mobile, so it's important that your business' mobile landing page encourages visitors to take action. “Do Mobile Transactions Dominate the Mix?”, eMarketer, May 9, 2018 Since mobile customers tend to take the path of least resistance, it's important to make your mobile landing page a seamless experience from capturing attention to conversion. We put together four tips to help you optimize your mobile landing page to drive sales.

1. Create consistency between your ads and your landing page

Think about what your customer is expecting when they click from your ad to your landing page. In order to create a seamless experience, your landing page should pick up where your ad left off, keeping creative elements, pricing and promotions consistent. For example, if a customer comes to your landing page from clicking on a coupon ad, your landing page should reinforce that the coupon was activated. If your ad refers to a specific product on your site, consider using a deep link to direct customers to that specific piece of content instead of a general hyperlink to your homepage.

2. Design with the mobile screen in mind

When it comes to building mobile landing pages, less is more. The most effective landing pages feature a few compelling visuals along with simple, concise copy that encourages your audience to take action. Think about where you want your customers to look and the action you'd like them to take, and then orient your visual and copy layout to direct your customers accordingly. And remember to optimize for the thumb with shorter forms, bigger buttons and larger copy.

3. Give people a frictionless experience

People tend to browse fewer products before they purchase on their smartphone than on their computer, which means you have a smaller window of time to inspire customers to make a purchase. Keeping your landing page simple will help it load faster, which can help prevent customers from experiencing delays that could cause them to drop off before taking action. Since many on-the-go mobile users will have an internet connection that is lower than 4G, it's best to test your mobile page speed on multiple internet connections (2G, 3G, 4G, LTE and WiFi) to understand how your content will appear in every situation. You can also help expedite the checkout process by offering digital payment methods like Paypal, Venmo, Apple Pay and Android Pay.

4. Help customers take action with a prominent CTA button

In order to turn interested shoppers into buyers, your CTA button should be prominent on your mobile landing page making it easy for people to take action. If your landing page requires viewers to scroll beyond the CTA, or visit multiple pages, ensure your CTA button remains consistent throughout the experience. You can also make your CTA more noticeable by ensuring the colors and style of the button contrast clearly against the background.

Get more tips on how to deliver a seamless mobile experience for your customers.

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