Feature Article
Design the Right Landing Page for Mobile Devices
Searching the web from a computer vs. a mobile device invokes a different mindset. Understand that difference and design for it
By: Steve Constable
In May of last year, Google announced that a greater number of the searches in the U.S. using its search engine come from a mobile device than from a computer.
This is important for remodeling companies to know when thinking about their online presence. When a person is searching the web from a computer, they’re in a deliberative mindset and are more likely to focus on text for a longer period of time. But when consumers are using a mobile device, their attention span drops considerably. Text becomes more cumbersome and often isn’t read. Behavioral researchers have called this the “micro-moment” mindset.
Answering the Challenge
Remodelers need to design a website that works both for deliberative and micro-moment mindset audiences. The solution: responsive web design that creates a cascading style sheet capable of displaying designs for multiple devices and screen sizes. This function allows text to appear in desktop mode for a deliberative mindset audience and to not appear when in mobile mode, for a micro-moment audience.
But many web designers are still struggling to get this right. As a result, in my remodeling business I’ve opted to make my paid search landing pages simpler because I didn’t want to alienate my core audience who are in a micro-moment mindset. As of 2015, more than half of all clicks on paid search ads came from mobile devices, according to a study by Marin Software, which provides an online advertising platform. This is because search engines place ads on the top four results, and people in a micro-moment mindset are less likely to keep scrolling down. Thus, the paid ads at the top are clicked more often.
Maximizing the Investment
So how does a remodeler make that paid click worth the expense? The answer lies in thinking from a micro-mindset perspective. A searcher on a mobile device who has indicated interest in residential remodeling (for instance, they typed “Chicago kitchen remodeling” into Google) really just wants to find a phone number or form so they can submit their contact information. They don’t want to read a lot of text.
Changing the layout of my website’s paid search landing page has enabled me to increase my paid search conversions by 100 percent. The layout is very simple. I have a logo at the top which, when clicked, automatically allows the customer to call me. Below that is a large headline, also clickable, listing the phone number. I have a drop-down menu if the homeowner would like to watch videos or actually want to read the text on the other pages—a rarity. Below that is a short paragraph of easy-to-read content and a slide show of my work. Next are reviews from past customers and a “submit” form.
Overall, It’s been a highly effective landing page for mobile consumers who may be partially distracted by their environment.
Remodeling companies that market effectively online have a huge advantage over competitors. If you’re engaging in paid search and want to grab share of mind from today’s homeowner, you’ll have to adapt your mobile strategy accordingly.
This article was originally published in Professional Remodeler 2016.
