For everyone from business executives to teens, mobile devices facilitate a significant portion of communications and media consumption today. Yet, even as mobile devices become increasingly saturated into our everyday lives, mobile still remains a challenge for many B2B Web designers and online marketers.
Most marketers do not actively employ mobile landing pages as a part of their greater B2B marketing strategy. Instead, they rely on personal opinions and gut reactions that tell them it’s okay to wait.
Don’t miss out on mobile! Review these five reasons to better understand why you must launch mobile landing pages now.
1. Take Advantage Of Dramatic Growth
Today’s product sales provide clues to future Web traffic. Smartphone sales are up 63% while PC sales are only up 15%, according to a recent Canalys report.
It’s clear that more users are choosing smart phones over traditional PCs when accessing the Internet. Are you ready for this new wave of users actively choosing smartphones over PCs?
Plus, tablets are fast becoming the new laptop, but still have many of the same challenges of smartphones. Designing websites to be mobile and tablet-friendly must be part of every marketer’s Web development plan to ensure capturing this growing audience.
2. Proactively Address Access Issues
The Internet is about instant gratification, and if you can’t meet this need on mobile devices, then your visitors will go somewhere else that does offer immediate information. When viewing traditional landing pages on mobile devices, 73% of users thought the page loaded too slowly, according to stats gathered by KISSmetrics from Akamai and Gomez.
Launching mobile-specific landing pages will ensure your visitors get the content they need, and let them perform the tasks they want when and how they want – instant gratification.
Another reason visitors leave your mobile website (and most likely never return) is frustration: 51% of users said pages crashed when trying to access them, and 45% experienced missing functionality, the same Akamai and Gomez data show.
When a webpage crashes, an image doesn’t load or a video won’t play — your customers and potential customers can’t engage with you, and consequently, may form negative impressions of your company/brand.
3. Ensure Readability
What good is your content and brilliant messaging if the visitor has to take out a magnifying glass to read it? Forty-eight percent of users thought that traditional landing pages were hard to read on mobile devices, according to the stats gathered by KISSmetrics.
If your pages are not easy to read, visitors will simply move on. I recommend that mobile page designers use a font size of 13 – 14 pixels.
4. Avoid “Page Not Available” Errors!
The above report found 38% of users reported pages not being available on mobile devices — one of the worst-case scenarios for Web marketers.
If your site is not available on mobile devices, mobile searchers will not know your company exists. Are you missing qualified prospects that perform research on mobile devices?
5. Mobile Is Here To Stay
One of the most important rules in marketing is to be present and stay in front of your target audience. Mobile currently contributes to more than 13% of all Web traffic, which is a 117% increase for 2012, according to a study by PR and marketing firm Walker Sands Communications.
You may have the greatest solution for your audience, but if your target audience doesn’t know about you, can’t find you, or can’t engage with your product, then it doesn’t matter. Are you missing a growing number of visitors trying to access your site via mobile?
The Mobile Edge For B2B Businesses
Mobile-specific landing pages can give your business an edge over your competition. Without mobile landing pages, your company is missing customers and revenue.
Take what we’ve learned — through our implementation of effective and very successful mobile landing pages for our clients — and reach your customers on-the-go while ensuring their brand presence remains strong. You’ll be glad you took this step into the increasingly mobile future.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.