Presented by Bruce Ernst, Vice President, Product Management, Monetate during SMX West 2012 Most mobile searches are for places or things people want right now. But if you’re not creating and optimizing landing pages for mobile searchers, you’re more likely to generate frustration and anger than to get a conversion. This session looks at how to create effective mobile landing pages and the nuances that make them different from conventional landing pages.

1. Creating Conversion
Friendly Mobile
Landing Pages
Bruce Ernst

9. Mobile...
‣ plus ça change, plus c'est la
même chose
‣ Une page d'atterrissage générique qui
ne tient pas compte de ses utilisateurs et
de leur contexte sera toujours inutile,
même après que vous le rendre utilisable.

10. The Mobile Lens
‣ Who is Searching?
‣ Why are they searching?
‣ Have you answered their question?
‣ Can you do more?

11. Why
are they searching?
‣ because they are in a store?
‣ because they are on the train?
‣ because they are killing time?
‣ their date is late and they don’t
want to look awkward

12. New vs.
Returning
GMHECA
‣ Fundamentally different
‣ Do returning visitors have a
purpose?
‣ Are they less likely to be just
killing time?
‣ Is this an acquisition opportunity
or are you playing defense?

13. Copy
‣ Take the time to make it short
‣ Grab attention quickly
‣ Short & Sweet
‣ Think tweet
‣ Headlines really matter
‣ Use urgency and emotion

14. Geography
‣ actual
‣ proximity

15. The right technographics
‣ Real estate
‣ Use it if you have it
‣ Think about speed
‣ Android vs iPhone - not so big
a deal
‣ WiFi vs. 3G/Edge - a bigger
deal

16. Don t stop at the landing page
‣ If you don’t convert on the
landing page…
‣ Watch your links
‣ Keep your offers consistent

17. Usable?

18. Useful?

19. Test, Test and Test
‣ Nobody really has the definitive answers
‣ We don t yet fully understand the effect of
the mobile lens
‣ Use a tool
designed for the
purpose
‣ Don’t be afraid
to be daring

20. To Sum Up...
‣ Make it usable
‣ Make it useful
‣ Make it relevant
‣ Don t stop at the landing
page
‣ Test, test, test

21. Thank You