• Which elements are they clicking most and least? Shift those links to the top or bottom accordingly.
• What are they typing in the search box? Provide a clickable link to the most popular queries. If they aren't using the search box, position it below the fold.
• Are they cross-channel customers? Append their device details to their profile in your CRM/personalization engine to enable more engaging marketing.
Mobile marketing is about learning how to make your brand portable for your consumers—and every page of your website is an entry point. By optimizing your landing pages, and then by measuring, testing and listening, your mobile customers and prospects will feel more engaged and reward you with better results.
Brian S. Klais is vice president, product management for search and mobile solutions at San Diego, Calif.-based Covario. Klais was a co-founder of Netconcepts, which was acquired by Covario in January. He can be reached at firstname.lastname@example.org.