Mobile App Optimisation

Optimising The Perfect Mobile Landing Page: Top 3 Tips (Part 2)

27th March 2013

We’ve already explored the importance of accessibility, speed and design when optimising the perfect mobile landing page in our previous blog. We know that increasingly people are shifting to mobile when actively pursuing products and services via the web. Having a great looking desktop site is important, but having a mobile responsive element to your site is becoming critical for survival.

Here are our top 3 tips (part 2) for optimising the perfect mobile landing page:


1. Less is More

The same rules apply to desktop in this instance. Less is always more in terms of design. But with mobile, this is essential. You do not have the luxury of desktop to utilise space and add elements to your site that are perhaps unnecessary. You have to be merciless when it comes to stripping back the elements of your design when catering for mobile site visitors. It really depends how complex your site is in the first instance. The cleaner the original design, the less taxing it will be providing a customised and seamless experience for your mobile users. Try cutting text copy in half.

Screen sizes will vary, so reduction may be around 65% for tablets and 35% for mobile devices. So if you have an 8 word heading, you’ll need to distill this down to 3 or 4 words. 5 absolute maximum. Be brutal when stripping stuff out. One great tip is to actually design for mobile first, it’s then less effort to work backwards, stripping elements out as you go. This just creates more work. Every single word must count, if it’s not delivering conversions, take it out.

2. No Room For Zoom

If you’re going to be a serious player on the mobile web, you can’t have site visitors pinching and zooming via iPhone or Android to make content legible. Your site must make sense without requesting users to perform this function. Imagine opening a newspaper and being forced to use a magnifying glass to read the content. You’d put the newspaper down every time and watch TV instead. This is how your mobile site visitors will feel if they have to pinch the screen and zoom in to any extent to view content.

Google recommends that site content should be legible via mobile when the device is held at arms length. Check your site on an iPhone or Android device. Can you actually make out what’s on the screen without pinching and zooming? If not, you need to create a customised design for your mobile viewing experience. Use simple colours with strong contrast between the background and foreground elements. Use negative space to accentuate important elements like your CTA (call to action) button.

3. Hold The Phone

This might sound frighteningly obvious, but its astonishing the number of sites that currently do not perform this basic function via mobile. What are mobiles really good at? That answer is performing phone calls. Or at least they should be good at it. We already know that desktop site visitors are benefit led, and less likely to be called to action when browsing a traditional web page. We also appreciate that when using mobiles, users are ‘action-led’ and more inclined to execute your desired call to action response. Make sure your mobile site enables potential customers to click and call.

“61% of mobile users call after a local business search”

Google Mobile Movement Study, 2011

You should always add an international prefix to your call extensions to enable people from outside the country to contact you. Any breakdown in the process could cost you valuable sales or lead enquiries. Make sure the button initiates a call to the right place when you test it. Test it thoroughly and experiment practising making calls via your mobile site to ensure everything works properly.

You should use a phone icon or symbol to make sure site visitors understand they need to click to call. This sounds basic and obvious but attention to detail is essential. Use a CTA (call to action) like ‘call now’ to make it clear how you expect the site visitor to behave. Much like desktop you can use an urgency statement to supplement your CTA. You should also include the actual digits of the phone number, in case the potential customer is looking to take note of the details for future reference or intends to convey the number verbally to a partner.

Make it clear where you’re based and your opening times. There’s nothing more frustrating than calling a business you believe to be open to find its inexplicably closed. Be clear about your opening hours. You can also supplement the CTA with a promotional offer as well as an urgency statement. Something like ‘Get 10% off today, but hurry, limited stock available’. This is a clear and compelling CTA with urgency and promotional value. Also make sure you use the right colour for your call button. Green is a good colour to use as it should ideally prompt the user to behave in a positive way and progress to the next stage of the transaction.

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