Website Design Tips: B2B Mobile Landing Pages

A substantial portion of communication and media consumption today occurs on mobile devices.  Business executives, teens, and even children’s lives are inundated by mobile devices.  Despite their popularity, mobile devices still pose a challenge for many B2B web designers and online marketers. Given the pervasiveness of this technology it’s a challenge that must be addressed. Proper website design whether for a B2B or B2C web space will take into account mobile.  It’s no longer okay to ignore those pesky, non-standard devices.

To take a look at what B2B websites are, and why they’re needed, be sure to visit our previous post, here.

Most marketers do not actively employ mobile landing pages as a part of their greater B2B marketing and/or website design strategy. Instead, they rely on individual thoughts and instinctive responses that tell them it’s okay to wait.

It’s important to embrace the mobile storm! As important as mobile devices are in the world today, it’s imperative that your B2B website have a mobile landing page. Review these five reasons from TigerHive Creative Group to help you better understand why you must launch mobile landing pages now.

1. Take Advantage of Intense 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?

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 design 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.

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 rarely return, is frustration: 51% of users said pages crashed while trying to access them and 45% experienced missing functionality.

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 Visibility

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. TigerHive Creative Group recommends that mobile page designers use a font size of 13 – 14 pixels.

4. Avoid “Page Not Available” Errors!

38% of users reported pages not being available on mobile devices. This happens to be 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 conduct 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?

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 your brand presence remains strong. This is proper website design, but in reality, just good business. You’ll be glad you took a big step into the increasingly mobile future.

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