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Mobile Ads Do’s and Don’ts

It is not an overstatement to say that mobile phones are everywhere in the modern world. In the United States alone, the estimated national popular of 320 million Americans includes 265.9 million users with smartphones in their pockets, on their desks at work, and next to them on the nightstand each night. More importantly for businesses looking to boost conversion rates, 4-in-5 Americans now conduct some portion of their shopping online and more than 50% of the population making purchases on mobile devices. These figures represent the mobile market in the United States alone, with literally billions of additional smartphone users and shoppers globally. As your brand looks at mobile ads and tries to boost conversion rates, it is imperative to keep these do’s and don’ts in mind.

 

Do – Create a Mobile-First Conversion Design

With the emergence of smartphones in 2007 and the release of the first iPhone, every consumer with a smartphone suddenly had a computer in their pocket capable of allowing them to surf the web. At first, web design had to adapt to convert desktop designs to render appropriately on a smaller smartphone screen.

Those days are gone. Mobile search and web activity have both surpassed desktop. The time has come to adopt a mobile-first design if you want to boost conversion rates. As you build your website, focus on the elements that make mobile viewing easier in the form of simple navigation, easy scanning, and quick engagement options (think click-to-call, more on that later).

 

Do – Optimize Load Speed

Attention spans are at an all-time low in the modern era, thanks in no small part to the growing number of distractions and increasing strain on free time. People want pages to load fast and they want to complete their purchases in just a few clicks. The best thing you can do to boost your conversion rates is to optimize your pages for load speed. Remember, 53% of mobile visitors will abandon a site visit if it takes more than 3 seconds for the page to load.

You can do this by simplifying the navigational features on the page, minimizing both the size and number of photos, and either eliminating or only using videos to display the value of your brand for the customer.

 

Don’t – Force Consumers to Remember Countless Details

Remember those short attention spans mentioned earlier? It’s OK if you don’t, everyone’s attention span is waning. This brings us to the first don’t in optimizing your mobile ads for conversion rates. If you want consumers to actually engage with the brand based on the information provided, you have to keep things simple and not ask the consumer to remember a large number of details. If you want them to sign up for an email campaign or contact your email address for service appointments, don’t make them remember your email address, make it clickable. Additionally, don’t ask them to remember your phone number and switch to the keypad on the phone to call. A click-to-call button is a brilliant solution here as it eliminates the need to leave our page and connects the visitor directly to your brand.

Don’t – Waste Screen Space

Finally, don’t forget that screen space is at a premium on mobile devices. If you’re going to use infographics, videos, or photos, there better be a great value proposition involved because the viewer isn’t likely to scan through all of that AND read a block or two of text. Additionally, make sure that any drop-down menus or fields included in your ad don’t take up all the space on the screen. If a consumer gets frustrated by the experience, they will abandon their interaction.

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