How to design a mobile landing page that converts

Mobile responsiveness, or, making sure that your website is appealing regardless of the device, is becoming standard practice when considering your user experience. It’s likely that in your own browsing you have come across a non-mobile responsive page and left the page quickly. The text is hard to read, images are hard to click, and buttons and links are nearly impossible. It’s a frustrating and disappointing user experience and it could be the difference between someone choosing to support you or not. While analysing your data, make sure to take some time to find how many of your visitors are using mobile to support you. There’s a good chance that over 50% visits to your fundraising pages come from a mobile device. To put this into perspective, it’s more than half of your supporter base. Of these, 40% will drop off your website and find another if it is not optimised. That’s a massive amount of potential donations and fundraisers you could be losing as you’re reading this. From a brand perspective, it’s not a good look to ignore technology changes and failure to provide your supporters with opportunities to support is simply shooting yourself in the foot. Designing a mobile responsive landing page for your next campaign is one of the most important things you can do, so here’s our top tips for designing a mobile landing page that works:

Optimise page load speed

Chances are that if your supporters are viewing a page on a mobile, they are on the go. Whether they’re on the bus home from work or checking facebook on their lunch break, the reality is, they have a whole bunch of daily tasks to tick off their to-do list and taking the time to give may not be high on their list. The average ‘spark’ moment lasts less than 30 seconds and is the perfect opportunity to connect with your fundraisers and donors. Giving them a way to work giving their time, their voice, their money into their already busy schedules will ultimately lead to your fundraising success. Even a one second delay could have a serious negative impact on your mobile conversions. Avoid the drop off by optimising the speed at which your page loads. Start by optimizing the images, keeping them as small as possible to avoid load times and reduce your files by enabling compression. Your goal should be to keep the size of your mobile landing page at around 20 kilobytes.

Consider the user experience

The key to designing an effective mobile landing page is having a specific and measurable goal, like increased conversions, sign ups or donations and building a fully branded page that inspires, engages and captures the attention of your supporters. Make sure to design your entire landing page to drive visitors into taking your call to action and minimise distractions. One of the biggest mistakes you can make is to fill your site with endless pixels based on imagery and text as it becomes overwhelming for your supporters. Here, think ‘less is more’, especially for a mobile with a much smaller screen. In every element on the page, consider visual elements like color, structure, and whitespace and draw supporters eyes to follow a path throughout the page to maximise the opportunity to give.

Write a strong, short headline

We all know that headlines on a landing page should be short, but don’t be afraid to go even shorter when it comes to mobile landing pages. The rule of thumb is five words or less to instantly grab your supporters attention and inspire them to read more about your cause. Here, make sure to cut out any unnecessary words, include only the most important details and have it appear clearly as soon as the viewer hits the page.

Have a simple and direct call to action

Your call to action is arguably the most important part of your page. Keep it short and clear, but make sure you don’t lose its persuasiveness.  While visibility should be a priority, make sure the CTA clearly tells visitors what to do. If the sole purpose of your mobile landing page is conversion, focus on persuasive and clear copy. While you’re there, think about what it looks like. Minimise distractions on the page and make sure to use eye-catching, on-brand colours that will encourage supporters to click.

Track your success

The only way to measure success for your unique audience is to test. It’s important to take the time to find out whether your page is converting as well as you expect it to and to identify possible improvements. Experimenting with CTA button placement, fonts, colors, and overall design of your landing page is the most effective way to fully optimise it and increase conversions. A/B tests are a good solution to try new things while minimising the risks. Designing an effective and mobile-responsive landing page will not only give you more digital presence and brand credibility, it will encourage your supporters to give thus making a world of difference to your conversion rate. Have more questions? Please feel free to contact us.