Creating High CTR + CVR Mobile Landing Pages (2)
Hey everyone,
Just wanted to give my first bits of contributions to the STM family.
How to create High CTR + CVR mobile LPs
If you have done any bit of advertising in the past you might have seen or heard of the term "Above The Fold". (ATF)
Basically what ATF stands for is the upper half of the screen that can be seen without scrolling.
Studies show that "users spend 80% of their time looking at information above the page fold" (Source) making it the most prevalent part of any website.
How do we take this little piece of information to make us more money? Easy, design with ATF in mind.
Now, this is super easy to do with all the screen real estate desktop screens offer, but not so much with mobile devices. Screen sizes and resolutions simply vary too much.
One device can show your full landing page ATF, while another one only shows about 30%.
On mobile you have two options:
Either you TEST your landing pages from the REAL devices you are targeting...
or
Protip #1: Test with an ACCURATE preview tool.
If you have done mobile you may have heard or even used of Mobilizer. It's free and gives a neat clean screenshot view of about 4 mobile devices.
...but it SUCKS!
Why? Because it doesn't give you an accurate/true ATF view of your landing page. (at all)
One tool that actually gets the job done right, shows you how your LP looks to the user and has more than a handful of devices to try on is http://www.browserstack.com/
If you do any serious traffic or simply want to test your landing pages across several devices simply sign up for their 30 minute trial and give it a try yourself.
You can browse, scroll, zoom, click, search, etc. as if you were handling the device. Pretty neat.
You will shit your pants when you see how much your landing page really sucks across devices. 
Try them all.
Suddenly, you notice your fancy –webkit CSS conding is wack, your 14px font looks like a 30px on a couple devices and your landing page looks like an early 90’s Lycos or geocities website.
Protip #2: Design a specific landing page for each OS you are targeting. I’m serious here. Android users expect a certain UX while iOS users expect another completely different UX. Give it a try, design for what they are used to, test your code and see your LP CTRs skyrocket.
Search online for iPhone GUI PSD files, etc. Use parts of it in your designs and, when applicable, aim to copy the UX the user expects.
AT THE VERY LEAST, design an specific LP for smartphones and another one for feature phones (if that’s your deal).
Protip #3: If you plan on targeting multiple OS or devices with he same LP, USE "em" based font sizes rather than "px". Remember, screen resolutions vary across devices and a font that looks perfect on one device will look ridiculous on another. EM will scale itself to fit the appropriate size. It is tricky and not fool proof but it can be done.
Protip #4: If your offer calls for it, add a CTA (call to action) above the fold. This varies on the type of offer your are promoting - in most hard-sell offers it WILL reduce your CVR but as with everything, you have to test to make more money.
Protip #5: Make sure you use your precious ATF space to display legit-ness/authority/social proof. Ie. If you are promoting a gift card, make sure you test adding profile images, reviews stars, images of winners, etc. above the fold. Make the visitor know your page means business at the first glance.
Protip #5.b: When adding an image above the fold, try adding a caption under the image. Users read that often more than they read the first line of the copy. Test adding a CTA in there for the sakes of it.
That’s it! Keep on testing!
Fran
Great information! I'll be making some changes after reading this. Thanks for sharing
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