More Australians are browsing the internet on their mobile devices than ever before. For many SMEs, a significant portion – and often the majority – of website traffic comes from smartphones. That’s why optimising your landing pages specifically for mobile users isn’t just a good idea, it’s essential for maximising return on investment. A poorly designed mobile experience will see potential customers quickly bounce, impacting your conversion rates and ultimately, your bottom line.
We see many businesses treat mobile landing pages as simply ‘smaller versions’ of their desktop sites. This is a mistake. Mobile users have different needs and expectations. Here’s how to optimise for them:
- Simplify Forms: Long forms are a conversion killer on mobile. Only ask for absolutely necessary information. Consider using auto-fill features where possible and ensure input fields are appropriately sized for touchscreens.
- Prioritise Above-the-Fold Content: What users see immediately when the page loads is critical. Your key value proposition, a clear call to action, and a compelling image should be visible without scrolling.
- Speed is Paramount: Mobile users are impatient. Slow loading times will dramatically increase bounce rates. Optimise images, leverage browser caching, and consider using a Content Delivery Network (CDN) to improve page speed. Google’s PageSpeed Insights is a great tool to analyse performance.
- Ensure Clickability: Buttons and links need to be large enough and spaced adequately for easy tapping. Avoid small, closely grouped clickable elements. Test on various devices to ensure usability.
Don’t underestimate the power of a streamlined mobile experience. Australians expect websites to be fast, intuitive, and easy to use on their phones. Investing in mobile-first landing page design isn’t just about keeping up with trends; it’s about capturing a larger share of the market and driving sustainable growth.
To get started, we recommend conducting a mobile usability audit of your current landing pages. Identify pain points and areas for improvement. Then, A/B test different variations to see what resonates best with your Australian audience. Continuous testing and refinement are key to ongoing success.
