Mobile phones and tablets have overtaken desktops in internet use, and now account for more than 55% of internet traffic. When it comes to mobile lead generation, it is important for marketers to optimize all their campaigns and forms for mobile use in order to maximize monetization from mobile traffic.
Mobile users are a different type of breed. They primarily read content on-the-go and use their mobile phones to search for products and services they need instanteously. In contrast to desktop users, their attention span and patience is much shorter. As a marketer, it’s important to use this sense of immediacy to your advantage and to adjust campaigns to this type of user behavior.
The first step in optimizing mobile traffic is to check how wide your mobile audience is, especially when you generate mobile leads through publishers. They should be able to tell you how much of their traffic mobile, so that you know which of your publishers should receive mobile optimized campaigns. Sending desktop campaigns to mobile users can result in lower conversions as they are often not correctly displayed.
Mobile channels also offer a tremendous chance to interact with customers instanteneously, for example if they are in a certain location. Geotargeting is therefore an important tool in mobile marketing. With regards to targeting, another important thing is to look at mobile users across different providers, as it can differ.Another important aspect is the speed of forms. Mobile users are more likely to click away if campaigns take too long to load. This means using mainly small images instead of big images that take too long load. Moreover, mobile campaigns should be pre-loaded instead of loaded at every step.
Tips to Optimize Mobile Forms
1. Use Responsive Design
In order for mobile lead generation campaigns to work, and to be displayed correctly on mobile phones, responsive design should be used. This means that the layout automatically adjusts to the screen size it is presented on: desktop, mobile, tablet.
2. Consider the Mobile Flow
Since users are accessing forms on smaller screens, it is very important that the Call-to-action (CTA), and the central message of the campaign are short and to the point. They need to immediately attract the mobile user’s attention.
3. Make Your Campaigns as User-Friendly as Possible
Instead of showing all your questions on the first page, it may be a good idea to space your questions out across different pages so that users are not scared off. It’s also important to show all the important information on the top of the page, rather than at the bottom so that the user doesn’t have to scroll down which may reduce the willingness of users to fill in completed campaigns. Links and buttons should appear large so that they are easy to click. Moreover, using sliders instead of typing in numbers or words may save time for the user.
The easiest mobile lead generation method, and to save time, is to implement Click-to-Call campaigns that let users get in touch directly with potential service partners.