As mobile device usage continues to grow, it is important to fully optimize landing pages and capture leads from this audience if we want to stay relevant in the future.
Read on for a discussion of some of the common issues I see on a daily basis regarding lead generation on mobile devices and steps we can take to improve results.
1. Use the correct mobile keypad for different field types
One fairly common issue for lead gen on mobile devices is that more often than not, it still involves the visitor submitting a form.
This is problematic because there is not enough space on a phone to see all of the characters on a typical keyboard, which forces visitors to swap between multiple keypads to fill out the form fields.
We can improve the form experience by automatically giving visitors the correct keypad for each field.
For example, show a number pad with a “phone number” field or show an email related keypad for the “email” form field.
2. Make everything on the page interactive
Visitors on mobile devices will try to click on everything.
If you have images of an asset or graphics to represent features, make them tappable and reveal additional information relevant to that asset or feature.
3. Don’t hide content behind hover events/triggers
This may seem obvious, since mobile users don’t have a mouse, but I still frequently experience mobile designs that rely on people mousing (hovering) over an element in order to see additional content, information, or even the form itself.
Mobile devices do not have the ability for the visitor to “hover” — they can only “click” (tap). Any hover effect/trigger you may have on your page will not be seen by mobile visitors.
4. Reduce the number of form fields for mobile devices
Another common issue is having the same number of fields on a mobile form as a desktop form.
In most cases, visitors on mobile devices are less willing to fill out a form, and thus you will experience a larger drop in conversions from having additional form fields on mobile devices.
Consider reducing the number of fields to the bare essentials on mobile devices.
For example, can you remove the “Company Name” field and potentially use the domain name in their email address instead?
Or can the sales rep add this information after following up with the lead?
Can you reduce the “first name” and “last name” fields to just one “full name” field?