From the moment your customers hits your mobile landing page the statistics are against you. 9 out of 10 users will bounce from your page having made an almost instant decision on whether they are interested in what you’re selling. Everything matters. From the design, to the content, to the size of the font, the choices you make will decide the efficacy of the page as a marketing or sales tool for your brand.
When users enter SCREEMO’s gamified experiences we take great care and pay serious attention to the first page they meet. It’s their first impression of the experience and in this day and age of mobile flippancy, first impressions count.
Here are our 9 best practices for creating this page:
The CTA will be the first thing that the customer sees when they land on the page. It should be a text with very simple and clear instructions. While visibility is your primary goal, the CTA copy must lead the user to act.
Users should never have to zoom on a landing page. Any action that you require the user to perform that’s not clicking the CTA increases your chance of losing them. On mobile you want fonts that are at least 18px or beyond.
You can and should use different-sized fonts to create a visual hierarchy. The most important information – the headline/CTA – should be in the largest font-size, while less critical information uses a smaller font.
MIT Touch Lab conducted research and found that the human thumb average width is 2.5 cm (72 pixels) and index finger is 1.6 to 2 cm (45 – 57 pixels). Therefore your CTA button should be at least 44 pixels in order to make it the easiest to click
NEVER put two calls to action on the same landing page. This will confuse the user and discourage conversions. Choose your main goal and stick with it.
Use a contrasting color for your CTA button in order to make it stand out from the rest of the page. This will give your button high visibility on the page making it easier to encourage conversions.
In the case of slow internet connection, make sure that all your images have been optimized and compressed to ensure they load as quickly as possible.
Running an A/B split test or a multivariate test is essential. This will allow you to understand which images, design and copy works best for your target audience. A/B testing gives you the opportunity to try out new ideas and see what works.