In this week’s Wednesday Workshop, we talk about the importance of landing pages – specifically, mobile landing pages. It’s incredibly important to keep customers on the path they start off on, so it’s important to create landing pages that make sense. Speed is important too… Nothing kills conversions more than a slow-loading landing page. Watch the video for all the details…
Welcome back to another DealerOn Wednesday Workshop. This week we’re talking about Landing Pages. Mobile Landing Pages.
Nothing kills conversions quite like a shitty landing page and it’s especially bad from a mobile perspective.
Bounce rates skyrocket when you fail to keep your visitors on the path where they started. Think of it this way… Does it make sense to land a person looking for good local deals on a Mazda 3 on the home page of a website or… on a Mazda 3 model research page with every bit of information the visitor could possibly want relative to a Mazda 3 including links to all the Mazda 3’s available in new and used inventory???
If you’re providing a sluggish, time consuming user experience or if your mobile site including landing pages load slowly… you’re a loser.
You’re not personally a loser. That would be kind of mean of us to say. You would very likely be a loser of potential customers because no one wants to wait 11 seconds for your landing page to load.
Don’t despair just yet losers. If you’re a Google AdWords user you may already have access to the new Landing Page Tool Google announced earlier this year. It’s totally designed to help you assess the mobile friendliness of your landing pages and the roll out has already started.
“Landing Pages” will be found as a tab in the new Adwords experience. Take a look at your AdWords navigation and you’ll find it under “Ads and Extensions”. The tool will help you identify website URLs that drive the most engagement. In addition, the tool reports on the percentage of mobile clicks coming from smartphones that land on a mobile friendly page.
These new reports will help losers prioritize the URLs they need to fix. An example would be a page driving a bunch of clicks on desktop, but is not mobile friendly. You’d want to correct that kind of problem. The same would be the case for a URL generating a lot of mobile clicks, but has a really low Mobile Friendly Click Rate.
The Landing Pages addition will include data on search, display and video campaigns, but the Mobile Friendly Click Rate or MFCR is only available for search campaigns at this time.
Sorry losers, but that’s all the time we have left this week, so be sure to come back next week for another Wednesday Workshop from DealerOn.