Landing pages are nowadays a really important need for any online marketing campaign, since a great part of the efforts that websites devote to convert prospects are concentrated on them. Among the different varieties of landing pages, we will talk in this article about the SMS Landing Pages, ie those landings that the user reaches via SMS, after clicking on a link within the text message and are optimized to be viewed from a mobile device.
It is important to mention that the SMS Landing Pages are not pages that open next to the SMS (as if they were an MMS), but it is the user who has to take the step and decide to click on the link to discover the content and be redirected to the Landing Page. Obviously, the content of the SMS invites the user to click on the link or url and thus discover the content itself.
How should the SMS Landing Pages be?
Like all content sent by smartphone or mobile device, the SMS Landing Pages must be optimized to be displayed on a mobile device. Those with a good design to be responsive to be seen from the browser of a mobile phone, will be the most opportunities for conversion to the user.
Some of the fundamental requirements that an SMS Landing Pages must meet are:
Design to scale: Times have changed and now we must bear in mind that it is in mobile devices where the largest audience or what translates as your potential customers. The design of the landing page must be able to adapt to the size and characteristics of the smartphone, so that it can show a smaller design if the screen is smaller or larger if it is larger. The most appropriate is to design the landing pages not for desktop computers, but based on the conditions of the smaller screen on which these pages will be displayed, ie on the screen of a smartphone. From this first assumption, it will be much easier to make the website adapted to a larger screen, incorporating a new distribution that having to rethink the design in large to be seen in small.
Fluid design: The advantage that navigation from a mobile phone offers over traditional navigation is that the content is seen much more quickly and fluidly. Users waste less time on websites or landing pages when they are browsing from their mobile phones so everything in the design should be aimed at not hindering that way of reading and visiting websites. Users are looking for a quick, easy and fluid reading and the website must be able to offer them that.
Everything must go in one column: Although smartphones allow horizontal navigation, the usual thing is to do it vertically, so the design must be adapted to this use. Users are used to scrolling up and down through the content they visit to find what they want. This trend forces websites to consider the need to condense content into a single column. Unlike in desktop web design, the design in one column forces the important contents to be at the top, since the user cannot see several contents at once, as it happens in web design. Thus, the elements are distributed in a linear way, placing the most important ones at the top and, in descending order, the others.
Short titles: As with the rest of the content, space is limited, so the headlines will have to be shorter. The economy of space is one of the basic foundations of mobile landing page design.
Reduce the content as much as possible: Just as you have to rearrange the content to be read from a different device to the computer, it is important that the content you make available to your users is short and concise. Think about reading more fluently and quickly, so it is better to work with shorter, "to the point" texts, so that they can be read at a glance.
The text and its size: The text size of your publications has to be able to be adapted to the needs of the user. Think, that mobile devices allow the user to modify the text size, as well as the font and color, so your website has to be designed to support this change and that reading remains smooth and easy.
Take care of the space: As the navigation is done on a smaller screen, take care of the spaces to make navigation easier. Users who navigate from a mobile device click on links with their fingers, so do not place many links together, separate them and make sure that the space between them is enough so that the user does not click on a link by mistake.
What is the use of Landing Pages?
As we mentioned before, a landing page is a page where we direct the prospect as we want to highlight something special, either a product, or some novelty or promotion of a product. These pages are used for all SEO positioning and especially for what is SEM (search engine marketing), better known as Google Adwords or Bing Ads.
It is used with Google ads (the first three links that appear when performing a search) since when clicking on these ads, Google directs the user to the landing pages, and not to the website of the company in question, since this can generate an abundance of information and as a result, disconcert the user, making him/her not purchase the product or service. The landing pages use an inquiry or booking form, or the option to buy directly.
If the user is interested in what we offer he will end up completing the consultation form or the purchase, which is for us an accomplished goal. This action will be of great importance since it will allow us to measure how much the Google ads serve and if the purchases of our product or service come from people who enter directly to our website (one of many options) or who entered through our ad.
SMS Landing Pages at Afinet
In Afilnet we have developed a proprietary editor so you can create your Landing Pages and incorporate them into your campaigns to attract new prospects. If you want, we can help you create SMS Landing Pages optimized with a responsive design so you can send to your database of users and help you achieve maximum conversions. Do not hesitate and contact us.