A Case for the Mobile Landing Page...
"88% of mobile searchers take action within 24 hours.About 70% take action within 1 hour."~ Google Mobile Movement Study, 2011
10 Ways to Make Your Landing Page Mobile-Friendly
1. Be Accessible
"40% turn to a competitor’s site after a bad mobile experience."~ Compuware, "What Users Want from Mobile", 2011
2. Be Fast
The top slowdown factors for mobile pages are the number of requests (loaded images, scripts, etc.) followed the number of bytes (page size), so strategize accordingly.
"43% are unlikely to return to a slow-loading mobile site.74% of mobile users wait up to 5 seconds; 60% wait 3 seconds or less."~ Compuware, "What Users Want from Mobile", 2011
3. Be Orderly
4. Be Brief
Depending upon the verbosity of your traditional landing page, there's a good chance you'll need to cut copy in half for mobile optimization.
5. Be Legible
6. Be Call-Friendly
"61% of mobile users call after a local business search."~ Google Mobile Movement Study, 2011
7. Be Thumb-Friendly
Minimum target area suggestions:Microsoft: 38x38 pixels (0.25"), Apple: 44x44 pixels (0.30")
8. Be Local
9. Be Form-Simple
Mobile landing page forms should be extremely short. Target seven or less fields (one to three is ideal) anticipating each additional field to potentially reduce conversion by 50 percent. Never include non-required fields.
To aid usability, leverage HTML5 input types – number, telephone, URL, and email – for their unique data input keyboards. These render as basic input text for older systems. View this HTML5 input types test page from your mobile device to see it in action. (Scan the provided QR code or visit http://j.mp/html5inputtypes as a mobile shortcut!)
10. Be Action-Compelling
The purpose of the page should be obvious, compelling and readily visible as an action.