Mobile landing pages are crucial for engaging and converting visitors who use their smartphones to browse the web. But how do you measure the effectiveness of your mobile landing pages and optimize them for better results? In this article, we'll discuss the key mobile landing page statistics you should track and why they matter for your mobile marketing strategy.
Bounce rate is the percentage of visitors who leave your mobile landing page without taking any action, such as clicking a button, filling a form, or making a purchase. A high bounce rate indicates that your mobile landing page is not relevant, appealing, or user-friendly enough for your target audience. You should aim to reduce your bounce rate by improving your mobile landing page design, copy, offer, and loading speed.
Conversion rate is the percentage of visitors who complete a desired action on your mobile landing page, such as signing up for a newsletter, downloading an ebook, or buying a product. A high conversion rate means that your mobile landing page is effective in persuading and satisfying your visitors. You should aim to increase your conversion rate by testing different elements of your mobile landing page, such as headlines, images, colors, and calls to action.
Average time on page is the amount of time visitors spend on your mobile landing page before leaving. A long average time on page indicates that your mobile landing page is engaging and informative enough to hold your visitors' attention. You should aim to optimize your average time on page by providing valuable and relevant content, using multimedia and interactive features, and avoiding distractions and clutter.
Page load time is the amount of time it takes for your mobile landing page to fully display on a visitor's device. A short page load time means that your mobile landing page is fast and responsive, which enhances your visitors' experience and satisfaction. You should aim to minimize your page load time by compressing and optimizing your images, videos, and code, using a reliable hosting service, and enabling caching and minification.
Typically, users anticipate a webpage to load within 3 seconds. Which means that anything above this threshold often leads to a negative user experience. Optimizing content is crucial. Consider the following tips: Images: Export in webp format over jpeg or png for smaller file sizes, tailored for web use. Videos: Utilize the H.264 codec for exporting, ensuring quality at reduced sizes. You can also use a video compressor for further size reduction. Code: Maximize code efficiency by running it through a minifier.
Mobile-friendliness score is a measure of how well your mobile landing page adapts to different screen sizes and orientations, as well as how easy it is to navigate and interact with on a mobile device. A high mobile-friendliness score means that your mobile landing page is compatible and accessible for all types of mobile users. You should aim to improve your mobile-friendliness score by using a responsive design, a simple layout, a clear font, and large buttons and links.
This is the most critical piece to track. There is a reason mobile conversion are so low - it has to do with the experience being delivered. Responsive is not the same as mobile optimized. The focus should be more on the mobile experience vs. the desktop experience, but we keep using outdated tools to create these responsive experiences. New tools = new and better experiences.
Traffic source is the origin of your visitors who land on your mobile landing page, such as organic search, social media, email, or paid ads. Knowing your traffic source can help you understand how your visitors find you, what their intent and expectations are, and how you can tailor your mobile landing page to match them. You should aim to analyze your traffic source by using tools like Google Analytics, UTM parameters, and landing page URLs.
Landing pages should be conversational with minimal scrolling and 3 - 5 steps to get the user down the funnel to the content THEY are looking for. Let me get to the content = I am happy. Block me from getting to the content = I leave immediately.