The PPC Landing Page Optimization Series – Design for Mobile

A good pay-per-click (PPC) landing page strategy can mean the difference between success and failure for your PPC campaigns.

However, to create a great PPC landing page, you need to understand how and why your PPC traffic is ending up on your landing page and design for maximum effect. Otherwise, you’ll end up wasting a lot of money.

This series of articles reviews the 6 key qualities of a successful PPC landing page and how to use those elements to get more out of your landing page traffic.

In parts 1-3 of this series, we reviewed how to optimize your CTA, messaging and overall content for conversions.

Now let’s look at how optimizing your page for mobile can improve performance.

Design for Mobile

Now that mobile has surpassed desktop for total internet usage, it is critically important to optimize your mobile landing page experience.

Unfortunately, many landing pages still perform very poorly on mobile devices. The problem is, you only have one chance to convince your audience that you are worth their time and attention.

If your mobile experience is bad, your traffic will bail.

For many companies, part of the problem is figuring out how to reconfigure their desktop landing page design for mobile use.

It’s easy to get attached to a particular element of your desktop design or believe that all your copy is necessary for conversion, but the fact of the matter is that your mobile audience is primarily a scanning audience.

Even more than your desktop audience, your mobile audience is looking for a quick, easy to absorb experience.

To provide this experience, here are a few simple tips:

• Put the important stuff at the top. The less people have to scroll to get to what matters, the better.
• Choose mobile-friendly CTAs. The less taps people have to make to complete your CTA, the more likely they are to convert (click-to-call numbers are a great idea for mobile landing pages).
• Shorten your content. The longer your page is, the more people will feel like they have to read before they can convert. Reading is harder on mobile devices, so longer content often equals less conversions.
• Make your pages easy to scroll through. Clickable elements, pop-ups, dense copy, tiny fonts or other elements that make it hard to scan your page usually increase your bounce rate.

For other mobile optimization ideas, check out this blog post.

Conclusion

Optimizing your landing pages for mobile is one of the easiest and most overlooked ways to improve your PPC campaign performance.

Since a majority of your traffic may be seeing your landing page on mobile, it’s well worth taking the time to design a highly effective mobile landing page.

By the way, if you’d like me to help you optimize your PPC landing pages for better conversions, let me know here or in the comments! I’d love to help.

How has improving your mobile experience improved your conversion rates?