Mobile Insights: Experimenting with Landing Page Design

The mobile marketing industry is young and the window of opportunity is wide open, especially for travel brands. Mobile devices make all five stages of the travel process more accessible and more robust for consumers. It also opens opportunities for marketers. Many travel marketers are scaling up their mobile advertising investments, but for some, this […]

The mobile marketing industry is young and the window of opportunity is wide open, especially for travel brands.

Mobile devices make all five stages of the travel process more accessible and more robust for consumers. It also opens opportunities for marketers. Many travel marketers are scaling up their mobile advertising investments, but for some, this remains uncertain territory. Here're four tips you can use to get started:

  1. Use location extensions to provide travelers with the opportunity to view ads that're more relevant to their locations. According to Priceline, 82% book within a day of arrival, and 58% are within 20 miles of their hotel.
  2. Secure bookings with Click-to-Call. In a Google case study, IHG in Europe noted that by adding mobile creative and Click-to-Call with their mobile revenue increased over 91% YOY. They also found that 40% of their mobile revenue was driven by Click-to-Call.
  3. Drive app downloads through click-to-download ads. This functionality allows users to install apps in two easy clicks.
  4. Anticipate growing use of tablet devices and make sure you've developed a strategy to reach potential customers on tablets.

Here're few tips to influence click-through behavior to help with your own design decisions:

  1. Keep calls-to-action above the fold. Offer language should be brief to maximize screen real estate. The landing page with long descriptive text requiring scrolling received a 57% lower click-through rate than all other test pages.
  2. All landing page elements should be clickable to make it easy for smartphone users to engage through touch.
  3. Include a product image to grab user attention and make it clickable to your mobile store. Pages with a product image received 26% higher click-throughs.
  4. Offer language can have an impact on performance. The "10% off" click-through rate was 19% higher than the "$5 off" alternative. Testing different offer language will help you identify what appeals most to your mobile customers.

[Source: Google Mobile Ads blog]