Getting ‘mobile-ready’ part 2: Testing landing page content

Last week we shared tips for designing a great mobile experience for your business, encouraging marketers to customize their website for a mobile user. Today we want to share an example of how to test content on mobile to maximize user engagement.

The American Red Cross recently ran a portion of their annual holiday campaign on mobile.  To take advantage of unique mobile call-to-actions, they offered visitors the choice to contribute by SMS, over the phone or with their credit card – making it as simple as possible for a mobile user to donate to the charity.

However, making it easy to convert was only the first step in optimizing for mobile. As part of the campaign, they created three mobile landing pages to compare what type of content resulted in highest click-through to one of their donation pages. By running three pages simultaneously, they could evaluate whether showing a photo gallery, video or recent news articles resulted in the highest donation interest.

This landing page experiment demonstrates how to test content and design on your mobile optimized website in order to maximize user response. We’ve put together the checklist below to assist advertisers ready to set up a mobile landing page test of their own.

Checklist for setting up a mobile landing page test:

1. Think about how your customers want to engage with your business on their phone. Should you offer the ability to get directions or does it make more sense to add a click-to-call button so they can connect with you directly? What mobile-unique actions are right for your business?
2. Evaluate what type of content is most relevant on mobile. By providing information that is relevant to a mobile user and also easy to access on a mobile phone, you will ensure your customers have a positive mobile experience.
3. Implement a mobile analytics solution in order to track and compare landing page performance based on the user response metrics that matter most to you.
4. Drive traffic to each of your landing pages and refine design based on what content results in highest user engagement. By experimenting and iterating based on what is working, you will create an experience that your mobile customers will remember and return to.

Posted by Vicky Homan, Google Mobile Ads Marketing Team

The American Red Cross name and emblem are used with its permission, which is no way constitutes an endorsement, express or implied, of any product, service, company, opinion or political position.

Getting ‘mobile-ready’ part 2: Testing landing page content
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