Mobile Content Marketing Tip 5: Optimize Mobile Conversion by Adding Solid CTAs
Here is a simple (and probably obvious) fact: Most of the time, your mobile content marketing is a failure if consumers don’t take action.
Yes, sometimes the point is “brand building” or “awareness,” but even these abstract goals eventually need to show a return on investment. Usually, if visitors don’t purchase or turn into leads, the whole undertaking of creating content is a bust.
Of course, marketers understand this well when it comes to traditional websites, and make every effort to pair content with strong calls-to-action (CTAs). Yet, when it comes to mobile content, the same CTAs often flop and conversion rates dip significantly.
Why? Largely because CTAs that work well for desktop/laptop visitors—such as many existing lead generation forms—are often unwieldy for mobile visitors, and this simple fact can totally tank your mobile conversion.
Luckily, tweaking your CTAs/forms for mobile isn’t too difficult. Mainly, it just involves paring things down and making a few UI changes. In particular, these three steps are key to optimizing your CTAs for mobile:
1. Check Your Existing CTAs: Have you looked at your lead gen forms on mobile devices? Not just on a single smartphone, but across multiple devices and platforms?
Often the buttons, text, and fields that you so carefully placed on your website get moved (or even disappear) on mobile browsers. Before you do anything else, make sure that your existing CTAs are at least present, and functional, for mobile visitors.
2. Shorten Your Forms: On a desktop/laptop, long forms with many fields are annoying to visitors but often tolerated. On mobile devices, where each character is usually typed on a tiny keyboard, they become a major deterrent to conversion.
Of course, you want to know as much as possible about potential leads, but keep in mind that each required field reduces your chances of conversion. So, take a hard look at your forms. Is every piece of data that you are asking for truly essential?
3. Use Drop Downs and Predictive Text: Finally, make life as easy as possible for mobile visitors when you do ask for information.
Some fields on forms, such as name and email, need to be typed manually. However, many others, such as country and age, can be selected via dropdowns or check boxes. The mobile operating systems are chock-full of UI elements that make data input easier (scroll lists, swiping navigation, etc.). Utilize these as much as possible.
Ultimately, if you make every effort to keep things simple and incorporate native mobile UI elements, you will make your lead gen forms simpler to use for mobile visitors—which should (most importantly) significantly boost conversions.