How well do you know your followers? Let’s take a moment and think: if they were reading this, how would they do it? Sitting in a comfortable armchair, looking at the large monitor of their computer? Probably not. Most likely, they are holding a smartphone in their hand and are between two activities: lunch and back to work, in traffic as they commute to work.
What does this mean for the way you design your landing pages? It should mean a lot, mainly a special approach to the entire concept of graphic design and copywriting. Here is the reason why. The most frequently used computer screen resolution is 1336 x 768 pixels. The most popular large screen smartphone currently available on the market (we are not referring to newly launched models) have the resolutions:
- Samsung Galaxy S7 – 340 x 640 pixels
- iPhone 7 – 375 x 667 pixels
- Google Pixel – 411 x 731 pixels
The differences are quite significant. Add to this the fact that, instead of easily moving a mouse pointer and clicking anywhere they want, people are generally holding the phone in one hand and tapping on the screen with their thumb. This typical way of holding the smartphone limits the reachable screen area for tapping.
So, what does an effective mobile landing page look like?
- Fast Loading
There is no debate here – if your landing page does not pop up on the mobile screen the next instant after a person tapped on your ad, you’ve lost a potential customer. People have no patience for slow loading web pages on the mobile phone. Their cab will arrive to pick them up any moment now; their lunch break is nearly over.
Therefore, a fast loading speed is essential to the success of a mobile landing page. How do you achieve this? Simply by limiting the amount of graphical and text elements present on the page. Fewer and smaller files make up an overall reduced web page in terms of storage space, which translates into faster loading times.
- Easy to Read
If your website is registered on Google Search Console (which we recommend doing), you have access to the Mobile Usability Report which offers insights as to how mobile friendly your site is. It also provides useful advice and information concerning various mobile browsing aspects.
One of these aspects is readability – Google recommends a minimum font size of 16 for regular text. Starting from this guideline, you should be able to assess correctly the suitable size for headings and subheadings.
- Clickable Phone Number
If you add your business phone number on the mobile landing page, make it a useful element on the page. What is the most natural instinct we have when we see a phone number on a phone screen? That’s right, to tap on it and start a phone call.
And, after all, tap-to-call is one the most powerful CTAs you can have on a mobile property of any type (website or mobile app). So use it.
- CTA Located in an Easily Reachable Position
As we explained above, people usually hold the phone in one hand and tap on the screen with the thumb. This is why the easiest reachable area on the phone screen is the upper middle part. This is exactly where your CTA button should be located.
Also, the button should have a generous size allowing even someone with a large thumb and awkward movement to properly activate it. No one will bother to tap twice or three times if the first try didn’t work.
- Keep Your Copy Short and Clear
The ideal copy for a mobile landing page conveys one single, clear message. And it is crafted with short words, which have only one, direct meaning. People shouldn’t have to do a double take to understand your meaning, because they won’t waste their time doing so.
Last, but not least, remember to perform A/B testing carefully before you decide on the final version of your mobile landing page.