Thumbs and tiny screens can be tricky. Users have unique needs when theyâ€™re on a mobile device and as advertisers, itâ€™s critical that we create a conversion-friendly mobile experience. Its all about howÂ to take your mobile campaign conversions to the next level.
1. Install Conversion Tracking Software
You can never assume that you know why your users are on a mobile page. And, throughout the mobile userâ€™s conversion journey, there are countless screen sizes and roadblocks. Finding a tool that allows you to record visitors, analyze form drop-offs, create heat maps and measure funnels is crucial for improving your Conversion Rate Optimization (CRO).Â Itâ€™s possible to drastically improve ROI with elements like average fold analysis on mobile and other tools included in a conversion tracking software suite. In general, you donâ€™t want your call to action below the fold on a mobile page. As mentioned, thumbs are powerful extremities and they shouldnâ€™t be forced to scroll.
2. Install a Sticky Menu
It would be a total shame if you lost all of your calls to action when someone scrolls! A great way to prevent your call to actions from going unnoticed is to install a sticky menu on your landing pages.Â With a sticky menu, you can improve conversions and keep your CTA within a thumbâ€™s distance at all times.
3. Underline Your Phone
Users on mobile know that underlined items are hyperlinked. Not only do we want to make our number clickable, we want the user to inherently know that itâ€™s clickable. Ideally, this number is a part of a sticky menu as mentioned in PointÂ 2.Â Furthermore, if you really want the number to pop, take advantage of a secondary color from your brand playbook and go bold. The goal here is to make sure that the user knows they can call you.
4. Fix Your Form Presets to Be for Mobile
In a great presentation last year at #SMX, @BryantGarvin touches on a very valuable aspect of mobile CRO keyboards. After using your conversion tracking software, dive into your mobile sessions. When users enter their number on mobile forms, are you using the right keyboard? Make sure youâ€™re leveraging <input type=â€telâ€>.Â Furthermore, if youâ€™re using a checkout, make sure you set your credit card fields to <input type=â€telâ€> as well.
5. Use Copy Thatâ€™s Unique to the Situation
When your user comes to your mobile landing page, theyâ€™re often in a very unique situation. Occasionally, it could be an emergency. Itâ€™s critical that your copy speaks to this urgency and highlights your unique selling point while answering question.Â When designing copy for mobile landing pages, leave nothing assumed and guide the user as much as possible.
For certain industries, call-only ads present a terrific opportunity for your mobile campaigns. If youâ€™re in an industry where the end goal is phone calls, why not just have the user call you? See above,Â If you can take out a step in the funnel, youâ€™ll be able to drastically increase conversions and compete at a higher level by allowing a user to complete their desired actions.
Here are some key steps to keep in mind while thinking of Mobile Conversion Rate Optimization (CRO):
- Understand the market. Would a user prefer to call for the keywords in that ad group?
- Select your keywords. Analyze the intent behind the keywords and run on local modifiers like +city, +near, and +local.
- Craft killer ad copy. Space is limited, so you need to catch and convert in the SERP. Think about including cost, trust, distance and contact person.
- Record calls. Nothing gives you data feedback like recording calls.
Regardless of where you are today, make these changes and monitor for growth. As always, test and improve, but this should give you a running start. Call us today to start your user journey to optimize your mobile campaign conversions at a high rate.