Making Local Mobile Landing Pages That Convert

access_time June 10, 2019
by   TechmavenitAdmin
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The use of mobile devices to search for product or services while on the move is becoming more and more common among people of all nationalities. In addition, most of the items being sought after are products that are available locally and managed in most cases by small businesses. Unfortunately, local businesses are not aware of this huge potential. In fact, as many as 60% of small businesses do not even own a website or consider having one as not much of a necessity. In addition, when some businesses do own a website, the mobile version is clearly ignored with either no landing pages at all or the landing pages do not give the information sought by the user. However, developing a mobile landing page for local business should be considered a top priority because, mobile devices are the devices most commonly used to search for local businesses. Surveys further reveal that 78 % of mobile searches for local business information result in a purchase. Failing to provide an efficient and relevant local mobile landing page is then throwing away the a golden opportunity to cash in on the vast potential. Let us go through some of the major ingredients that would help us develop a very efficient and effective local mobile landing page. Page Load Speed Mobile pages load slower than desktop pages as there is less bandwidth available and smaller processors doing the rendering. However, mobile users are also less patient and expect the site to load fast. Mobile pages that load 1 second faster experience a 27% increase in conversions, whereas if the page load times rise above 4.2 seconds, the average conversion rate falls below 1%. Search engines view with favor sites that load fast and consider them as one of the ranking signals in their ranking algorithms for SERPs. Display Phone Number Most users expect mobile landing pages to feature the phone number of the business entity. Calls made to the number are oriented toward a purchase and if businesses attend these phone calls and follow it up, businesses can expect conversions to take place. Not displaying the phone number prominently in the landing pages will deprive business of great business opportunity. Captions & Headlines Provide users with captions and headline that will catch their attention. Mobile users will scan the headlines and see if the landing page satisfies their search query. Mobile users will ignore long, lengthy product descriptions. Your headline then should highlight the USP of your product in simple, concise and clear terms. Search engines also consider h1 and h2 tags as major signals in their search ranking algorithms. Call to Action Mobile users landing on your screen come mostly with the intent to make a purchase and your call to action should induce users to take such a step. Your call to action button (CTA) should be displayed prominently on your landing page and should be eye catching and effective to make your users initiate actions that will aid conversion goals. As mobile screens are different so mobile call to action buttons require different coloring, placement copy, and design to be effective.  Page Design It is well known that design elements have an effect on search rankings. Local mobile landing pages should be optimized for local search, focusing on the needs of local consumers. The mobile landing page design should be a “conversion centered” design that would highlight the USP of the product and would persuade the user to click the CTA button.  

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