Business & Marketing Advice
5 WAYS YOU CAN OPTIMISE YOUR LANDING PAGE TO WORK ACROSS MULTIPLE CHANNELS Landing pages are a powerful tool for converting clicks to leads and increasing your conversion rates. As markets evolve and customers choose to access websites from their smartphones, it’s important that your landing page is as up to date as it can be. Businesses that fail to harness this important marketing tool risk losing sales and sending their customers straight into the arms of their competitors.
How can you optimise your landing page to increase those all-important clicks? 1)
Compatibility
The most common complaint from customers accessing landing pages is that they are not geared towards smartphones and are “too fiddly.” If you look at the size of a cursor on a desktop screen, it’s impossible for a thumb or finger to ever score the same degree of accuracy. A landing page that has been optimised for a smartphone will take in to consideration the size of the icons and their placement, so your landing page is both uncomplicated to navigate and easy to click without having to zoom in.
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Lee Sturgess Founder & Creative Director, Polar Creative
Speed
Content can sometimes be the enemy. If a customer tries clicks on your website but cannot load the initial landing page immediately, it’s very quickly going to test their patience. Consumers today are known as the “Goldfish Generation” as they have very short attention spans, particularly with technology. You can therefore never be too careful with loading times as cannot assume that all browsers are running on high-performance WiFi. Be sure to step into the shoes of your audience and test whether your landing page can load within a reasonable amount of time when operating on lowsignal WiFi, 3G and GPRS.
"The most common complaint from customers accessing landing pages is that they are not geared towards smartphones and are too fiddly.”
