Bruce Ernst

Creating Conversion Friendly Mobile Landing Pages

‣ plus ça change, plus c'est la

même chose

‣  Une page d'atterrissage générique qui

ne tient pas compte de ses utilisateurs et

de leur contexte sera toujours inutile,

même après que vous le rendre utilisable.

Mobile...

The Mobile Lens ‣  Who is Searching?

‣  Why are they searching?

‣  Have you answered their question?

‣  Can you do more?

Why ‣  because they are in a store?

‣  because they are on the train?

‣  because they are killing time?

‣  their date is late and they don’t want to look awkward

are they searching?

‣  Fundamentally different

‣  Do returning visitors have a purpose?

‣  Are they less likely to be just killing time?

‣  Is this an acquisition opportunity or are you playing defense?

GMHECA

New vs. Returning

Copy ‣  Take the time to make it short ‣  Grab attention quickly ‣  Short & Sweet

‣  Think tweet

‣  Headlines really matter

‣  Use urgency and emotion

Geography ‣  actual ‣  proximity

The right technographics

‣  Real estate

‣  Use it if you have it

‣  Think about speed

‣  Android vs iPhone - not so big a deal

‣  WiFi vs. 3G/Edge - a bigger deal

Don’t stop at the landing page

‣  If you don’t convert on the landing page…

‣  Watch your links

‣  Keep your offers consistent

Usable?

Useful?

‣  Nobody really has the de"nitive answers

‣  We don’t yet fully understand the effect of the mobile “lens”

Test, Test and Test

‣  Use a tool designed for the purpose

‣  Don’t be afraid to be daring

‣  Make it usable

‣  Make it useful

‣  Make it relevant

‣  Don’t stop at the landing page

‣  Test, test, test

To Sum Up...

Thank You