Mobile phones continue to dominate as the main source of device for viewing and interacting online, so it makes a lot of sense to align your digital marketing efforts to optimise the mobile experience. It’s not merely about having a great landing page that renders well on smartphones and tablets, it’s about thinking of the user behind the device – their behaviours, goals and preferences. Here are some behaviours about mobile users that you can use to adapt your mobile marketing strategy, to get more leads.
- Mobile users tend to sort through their emails to read later.
It’s estimated that 65% of emails get opened on a mobile device before a desktop, so your email marketing needs to stand out so it makes the cut to be read later. You need to optimise your emails for people who skim read – keep emails short and to the point, with relevant headlines breaking it up into sections. Keep the design simple, so they don’t distract or look too busy. Ensure your emails are mobile-responsive, with a clear message and thumb-friendly Call to Action button.
- People use mobile for research
The search for a product or solution generally begins as a more informal action on a mobile device – with people more likely to switch to a desktop to make the actual purchase. But even though they may not purchase from a mobile device, you can still design your mobile marketing to make this research phase easier. Using click-to-call buttons that go directly through to the users’ phone dialler makes it quick and simple for interested parties to get more information via a phone call.
- Mobile users don’t mind scrolling
Once your users have clicked on a CTA and arrive at your landing page, they need to have a positive experience. Your landing page needs to be mobile responsive and offer easy to find and use tabs and buttons. The length of the landing page is also worth looking at – while the obvious thought may be to keep the content short, mobile users actually don’t mind scrolling, as long as the information you are providing is relevant and what they want to see. Using opt-in buttons or Back to Top tabs give your reader the option of a quick way out, if they’ve read enough, while prominent Call to Action buttons are useful in persuading the user to the next part of the purchasing process.
- The opt-in should be quick and easy
If your main goal is to get users to opt in online, rather than using a click-to-call, you need a mobile responsive landing page with a very obvious opt-in button. But then, the opt-in form is critical – mobile users want quick and simple procedures. By streamlining your form, you can get the minimum information which you can follow up with an email or phone call. People are hesitant to type too much on their mobiles, so reducing the amount of information required can lead to a higher conversion rate. Another simple shortcut is to make sure your different input fields automatically switch the mobile keyboards to alphabetical versus numerical, depending whether it’s a name (alphabetical), phone number (numerical), email address (alphabetical), postal code (numerical), etc.
It’s worth finding out a bit more about your target mobile audience and using their specific behaviours to guide your strategy, though there is not one fit for all. For more on mobile marketing or digital marketing in general, contact us – we’d love to use our experience to help your business grow.