If you are like most marketing departments today, you’re being pushed to generate leads and show concrete results from your online marketing campaigns. Mobile devices are just one more obstacle to overcome to reach that goal.

Most people hate filling out forms, but when you ask them to do it via email on a mobile device, you’re asking for a miracle. That said, here are some steps you can take to help make this process easier and improve your chances of completing the conversion process.

Suggestions for creating a mobile-friendly landing page

• Keep headlines short. Really short. Limiting them to four words or fewer is best.
• Your call to action needs to be immediately clear and compelling. If it’s not, keep working on it until it is.
• Be direct and clear with your copywriting. Don’t try and be cute or clever – cut out every nonessential word to keep your message as short as possible.
• Tell people that the conversion process will be short and easy and that they can do it via their mobile device.
• Test using a “Click to Call” button instead of having people fill out a form. It is probably easier for a mobile user to make a call rather than filling out a form, and you stand a better chance of getting all the lead collection information you want.
• Cut your lead collection form fields to the bare minimum. Delete all optional fields, and then go back and cut out every field that a salesperson could ask on a follow-up call.
• Code your lead collection form to automatically switch to the mobile keyboard the user needs. For example, when the user moves from a name field to a ZIP code field, the alphabet keyboard should automatically change to a number keyboard. When the user moves to a phone number field, the number keyboard should change to the telephone input keyboard.
• Design the form for slower connections:
• All type should be HTML.
• Mobile images are optimized for faster downloads.
• Use scalable vector graphics where possible.

Although success rates will vary from company to company, taking these steps can help improve you mobile conversions. If you have other thoughts or suggestions, please share them with me at [email protected].