Mobile first. How many times did we hear this phrase in the past few years (only “year of the mobile” was even more popular)? But the sad truth is that (according to statistics) the conversion of mobile is not the leading, it’s following desktop from a distance. Some would even question mobile’s power as an advertisement medium. We are quick to talk everyone out of making such hasty assumptions. Because the “sinner” is not mobile, it’s the landing page–or the lack of it more precisely.
What’s a landing page?
A landing page is the place, where visitors from different sources – searches, hyperlinks, banners, printed advertisements with QR codes – land. This is where the conversion happens, this is where they could become costumers and subscribers. A good landing page does not contain alternatives, there’s only one direction: going through the sales tunnel.
The landing page is not a modern invention and it’s not a really complicated technology. It’s a great medium between advertisement and the desired goal (sales, subscription, etc.). Sadly, this is not deeply engraved in the professionals’ mindset, and it’s common that there is no landing page created for a campaign or there is something, but that’s not good enough to create the expected conversion. The disappointed procurer often doesn’t even realize what the source of the problem was (the poor landing page or the total lack of it), and blames it on the campaign.
The above written particularly applies to mobile advertisement.
The absence of the landing page could be explained by four typical reasons:
Hurry. – The procurer wants to start their campaign as soon as possible, which leads to the lack of time to create a proper landing page. (It’s quite common in case of international campaigns, that because of the extremely strict starting dates, there is no time to assemble a “local” landing page, so the advertisements lead to the mobile home page.)
Procrastination. – “The new mobile page is currently under construction, and it’s not worth it to do a landing page on the old one.” Based on our experiences, launching a new site is always delayed, meanwhile the lack of a proper conversion platform (a landing page) could possibly debase the success of the whole campaign. However, on a basic desktop platform – even if not easily – one is able to attain some useful information, if their intentions are “serious”.
Thriftiness. – The procurer thinks that they already spent too much on the campaign and wants to minimize the costs by leaving the landing page out of the process. Sadly, this is the worst solution, since the lack of a landing page could cause the failure of the planned conversion, which means that a great amount of the money spent was worthless.
Absence of mind. – The advertiser suddenly realizes that more users visit their websites from mobile devices than desktop; at this time, they need to rush the creation of a landing page, there is no place for thriftiness anymore, they need to act right away.
We are answering all of the excuses mentioned above, if we analyze what a mobile landing page should know. (In reality, it’s not much.) Although many like to overreact the thing, a landing page is a site optimized in size and loading speed for mobile devices. The main goal is to deliver more information and the main message regarding the advertised product; later on – if there is a possibility to order from the site – it’s also important to reach the desired conversion, to make interested visitors customers. If this comes true, the landing page – independently from the general advertising requirements – is successful. Therefore, it is not true that only expensive, complicated and unique solutions are good. Although agencies and developers – from their own (selfish) perspectives – like these more; in reality a simple landing page is far better than none at all, and creating a simple landing page (let alone with a talented developer) is an easy, quick and inexpensive solution.
The best solution for the problems regarding landing pages are the rich media advertisements. These ads do not send the visitors to another page (e.g. a landing page), but open a new platform within the advertisement. This could be a form to be filled out, an other link, or any type of interaction typical on the mobile device. Moreover, thanks to HTML5 there could be custom videos, animations, even games, etc. Only one’s imagination is the limit.
We have written about the importance of viewability in digital advertising early last year. Ever since we have gathered a lot of experience and many things have changed in the industry, so we decided to dedicate a second overview to this topic.Read it >