Have you ever tried to count how many ways you can visit a web page? It’s 2016, and the number of platforms that are capable of displaying your landing pages is almost rivaling that number.
Simply put, you no longer have the luxury of having your audience come to you: you need to go out and meet them.
Your numbers may be telling you that your conversions don’t happen on a mobile platform Click To Tweet: but can you lose out on the exposure during the discovery and research period? Or are you ready to take the SEO penalties of not having a mobile-ready page?
Focus, design, visuals triggering the great copy, it all amounts to nothing if you miss the chance to be discovered. They’ll do you no good when your prospect drops out of your funnel because your page broke on their phone.
And exactly because of the omnipresence of mobile browsing, avoiding that fate becomes easier every day. Today we’re going to show you how you already have the tools to cover all your bases, and how to use them well.
How to be mobile-ready? Being mobile first
First of all, mobile is already ingrained into almost all delivery mechanisms – but here are three tips that’ll make your landing page an even smoother experience. Click To Tweet
- Keep your copy short
“Size matters not,” said Yoda, but seems mobile devices are still not one with the Force just yet. Screen size varies from device to device, and the best way to optimize your copy is to keep it short. It’ll give a smooth reading for small devices, and plenty of soothing white space on larger ones.
In particular, make sure the text on your buttons isn’t overly long: most responsive designs don’t handle it very well, and it can break your entire page flow.
- Make your images light
Visuals are important, we talked about that. But the best visual is worth nothing if its file size makes your page load lock up. Mobile network speeds, accelerating as they are, still need some help from our end.
Make sure the file size is as small as you can get away with without loss of quality to accommodate slower mobile network speeds.
- Look for keywords such as “responsive” and “mobile-ready”
Sounds simple, but it’s often overlooked. Being responsive is no longer the stand-out feature Click To Tweet it used to be, but if you encounter a template that doesn’t have it listed, be suspicious.
Test, test, and test again
Standardized mobile frameworks non-withstanding, the only really reliable test you can perform is actually testing your page on as many different devices as you can get your hands on.
- Physical testing
Do you use an iPhone? Grab an Android and test it on it. (And vice versa.)
Nothing beats the hands-on experience. Because mobile is so fragmented and at the same time fast-moving, some quirks only appear on select devices. You won’t be able to counter them all, but the more you know, the better decisions you can make.
- Use your browser
Did you know you can test how your page behaves by simply resizing your browser window? That small trick alone can help you spot the most severe problems right away.
If you use Google Chrome or Mozilla Firefox, you can also offer the ability to change the user agent and display the page as it would on a particular screen size or device configuration. Right-click on your page, select ‘Inspect’, and look for the ‘Toggle device mode’ (in Chrome).
If you notice a particularly high bounce or drop-off rate when reviewing your analytics, dig deeper and isolate those with a mobile filter active. It can be a possible signal for an issue on that particular device.
In Google Analytics you’ll find them under ‘Audience -> Mobile -> Devices’.
If you are looking for sustainable and reliable growth, however, there’re still ways to go.
What are you going to do when people are interested, but not yet convinced? Click To Tweet How are you going to cut the drop-off rate and loop them back into your funnel? You know see the importance of why being mobile first can prevent you from being business last?
In our next article, we’ll talk about the follow-up, and how to turn a ‘maybe’ into a ‘yes’.
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