It’s official – of all internet users, 55% of them are using mobile devices to browse the web. This number is only set to increase, so if you haven’t already, you need to reframe your thinking and make sure you’re thinking mobile-first.
This number gets even higher when we’re talking about social media users – 91% of all social media users access social channels on their phones! So here are a few things to bear in mind next time you’re putting your ads live.
Ditch the landing page woes
It’s easy to fall into a trap of creating an amazing looking landing page on your desktop, only for it to fail miserably when you get to mobile. If you know that most people will be accessing the page via mobile, then make sure you’re testing any changes there first. While you won’t be able to account for every make and model, you can still get a good idea by using tools like Google’s Mobile-Friendly Test.
Get graphics working harder
Do you use sizing guides when creating your social media ads? It’s no longer good enough to create one size and be done with it – you’ll need to develop creatives for each placement. So, if you’re on Facebook and are opting to share your ad in Stories as well, you’ll need to make sure you have a vertical version of your ad.
The more your ad conforms with your chosen network’s specifications, the more likely it is to be shown – so if you want to maximise visibility, spend the time on getting your creative right.
Optimise, optimise, optimise
Do you know how quickly your landing page loads? If it takes ages for people to see what’s going on, they’re going to jump off straight away. While that sentiment is true on any platform, mobile users are particularly impatient, and it’s even easier to back out and check out something else.
Make sure the content you want people to see is up front, too – we’re used to scrolling, but if you want to capture your audience’s attention straight away, put the important items, like lead generation forms and key information, at the beginning before users give up and head elsewhere.
Not sure if your landing page is up to scratch? Think your website could do with a bit of a boost? Get a free website audit from us – we’ll give you a 10-minute, personalised video that explains what’s good about your site, what’s not and what you can improve.
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