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How can you create better landing pages for all devices?

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Landing pages are crucial for converting visitors into leads and customers. But not all landing pages are created equal. Depending on the device, screen size, browser, and user behavior, your landing page may look and perform differently. That's why you need to optimize your landing pages for all devices, not just desktop or mobile. In this article, you'll learn how to create better landing pages for all devices using some simple tips and best practices.

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Dr Imran Maqbool Khan

Senior Lecturer in (Digital) Marketing | Growth Strategist | SFHEA

1 Define your goals and audience

Before you design or write anything, you need to have a clear idea of what you want to achieve with your landing page and who you are targeting. What is the main action you want your visitors to take? What is the value proposition you are offering them? What are their pain points, needs, and motivations? How do they use different devices to access your landing page? These questions will help you craft a landing page that is relevant, engaging, and persuasive for your audience across all devices.

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Jonathan Waema

Sales Manager | Microsoft Licensing Specialist | Modern Work & Security, Azure, and Business Applications
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When creating a landing page, your target audience is key ??. You need to know how they use their devices to access web content, and then match their preferences. One of the best ways to know this is by checking your website analytics. Identify how many website visitors use desktop, mobile, tablet, etc. then create your landing page on the winning layout. Thereafter, make it responsive to ensure it scales well on the other screen sizes.

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Dr Imran Maqbool Khan

Senior Lecturer in (Digital) Marketing | Growth Strategist | SFHEA
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At this stage, competitor analysis can really help to get further clarity about the audience and landing page structure. Tools like SEMRush or Similarweb can be used to analyse the competitors' landing pages and audience engagement.

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2 Use responsive design and testing

Responsive design is a technique that allows your landing page to adapt to different screen sizes and orientations. It ensures that your landing page looks good and functions well on any device, from desktop to tablet to smartphone. To use responsive design, you need to use flexible layouts, images, and fonts that can adjust to the available space. You also need to test your landing page on various devices and browsers to check for any issues or errors. You can use tools like Google's Mobile-Friendly Test or BrowserStack to test your landing page's responsiveness.

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3 Simplify your layout and content

Creating a landing page for all devices can be a challenge, as you want to provide enough information without overwhelming your visitors. To make this easier, simplify your layout and content as much as possible. Try using a single-column layout that is easy to scroll and scan, and use white space, contrast, and hierarchy to highlight the most important elements. Make sure your headlines, subheadings, and copy are clear and concise so they convey your value proposition and benefits. Relevant and high-quality images, videos, or icons can support your message and appeal to your audience. Additionally, include a clear call-to-action button that tells visitors what to do next. Lastly, use bullet points, numbers, or icons to break down complex or lengthy information, as well as testimonials, social proof, or guarantees to build trust and credibility.

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Dr Imran Maqbool Khan

Senior Lecturer in (Digital) Marketing | Growth Strategist | SFHEA
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At this stage, picking the right webpage reading pattern is crucial. There are a number of reading patterns you can use: 1- F-Pattern: The Reader's eye movement on your web page makes an F pattern. For example, in the First few lines, web visitors will scan more words on the right side than the following lines. 2- Spotted Pattern: Web visitors fix their eyes on certain words. This could be either those words stand out due to their style or those words are familiar. 3- Layer-cake pattern: If web visitors find 'headlines' relevant they will read the whole paragraph. Therefore, headlines are crucial. 4- Commitment Pattern: Some web visitors read every single word on your web page. Therefore, all sections on your homepage should be relevant.

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4 Optimize your speed and performance

The speed and performance of your landing page is an essential factor for its success across all devices. If your page takes too long to load or has broken links, images, or scripts, you will lose your visitors' interest and trust. Google reports that 53% of mobile users will abandon a site if it takes more than 3 seconds to load. To optimize your speed and performance, you should compress images, videos, and files; minify code; use a content delivery network (CDN); cache content; and use tools like PageSpeed Insights or GTmetrix to measure and improve your speed and performance.

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5 Personalize your landing page

Finally, one of the best ways to create better landing pages for all devices is to personalize them for your visitors. Personalization means tailoring your landing page's content, design, and offer to your visitors' preferences, behavior, and context. For example, you can use dynamic text or images to show different messages or offers based on your visitors' location, device, source, or previous actions. You can also use segmentation or targeting to show different landing pages to different groups of visitors based on their demographics, interests, or stage in the buyer's journey. Personalization can help you increase your relevance, engagement, and conversion rates across all devices.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create better landing pages for all devices?

1

2

3

4

5

6

1 Define your goals and audience

2 Use responsive design and testing

3 Simplify your layout and content

4 Optimize your speed and performance

5 Personalize your landing page

6 Here’s what else to consider

Digital Marketing

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How can you create better landing pages for all devices?

1

2

3

4

5

6

1 Define your goals and audience

2 Use responsive design and testing

3 Simplify your layout and content

4 Optimize your speed and performance

5 Personalize your landing page

6 Here’s what else to consider

Digital Marketing

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