Your mobile-optimized landing pages should reflect such best practices as:
- A clean interface that loads quickly.
- Consistent branding.
- Intuitive and uncluttered navigation.
- Clearly labeled links for more information.
- A search function.
- Store locator, if appropriate.
- Clear call to action.
These are fairly general guidelines. Here are more page-specific recommendations:
• URLs: Brand and shorten as much as possible (under 40 characters). Don't make users type the page filename (.htm), name/value parameters or even the sub-domain (www).
• Links: Use proper descriptions as opposed to "click here."
• Page size: Keep to less than 100 kilobytes to minimize page retrieval time and user bandwidth costs.
• Scrolling: Absolutely no horizontal scrolling.
• Titles: Smaller browser sizes mean only the first 45 characters are displayed. If your page gets bookmarked by a mobile user, only the first 25 characters are displayed in the bookmark section. So lead with your brand followed by category or product name. And whatever you do, don't use your keyword-rich SEO titles.
Testing 1, 2, 3
Within that framework, marketers can test creative, copy, calls to action, or evolve the page layout using an A/B page variant optimization technology like Google Website Optimizer and your analytics.
The A/B method is straightforward and better suited to today's emerging mobile environment than multivariate testing for a few reasons. First, creating mobile page variations is not resource intensive. Second, serving page variations does not necessarily require device-specific java-script support. And third, A/B testing can produce meaningful conclusions faster, given today's low mobile traffic volume levels.
Simply create your page variants (brand.com/1 and brand.com/2) and upload both URLs into your optimization technology or mobile ad server network; or you can manually manage and measure the serving and measurement of results.
To measure the conversion from creative to landing page, calculate ad impressions to URL page loads for click-through rate. Then measure page loads to actions for conversion rate. Simply embed each page variant with tracking mechanisms like custom toll-free phone numbers and custom campaign ID codes. You can then quantify the conversion impact of each creative or copy variation in terms of calls, purchases, sharing or other actions.