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So, you’ve optimized your email campaigns for mobile. You’ve got media queries to the max, a clear call-to-action and catchy copy. But are your landing pages driving up bounce rates like a blow-up castle at a birthday party?

Now that mobile email clients account for over 40% of email opens, it’s time we looked at what we’re serving our subscribers, post-click. After all, if a campaign doesn’t result in conversions due to a clunky mobile web experience, then there’s likely not much point in sending it.

Bringing down the bounce

If you’ve got an attention span like mine when browsing email on your iPhone or Android handset (ie. a short one), you too likely have little patience when a non-mobile optimized site appears after you click through on a newsletter. While a good offer may get left in the inbox for re-visiting later, more often than not, anything that involves more than a little resistance in the mobile browser results in the page getting closed and initial email getting deleted.

Reducing resistance is vital to reducing landing page bounce rates. The first thing worth considering is whether the landing pages we’re linking to from campaigns are provide an inviting mobile experience, for example, by using responsive techniques to display mobile-tailored content. As Google cited in an earlier study:

“…we found that 61% of users are unlikely to return to a mobile site that they had trouble accessing from their phone, and 40% go to a competitor’s.”“Mobile”-ize your business with Google Sites, Google Mobile Ads Blog

If you don’t have the resources to build and optimize campaign landing pages from scratch, don’t give up. Our friends at Unbounce have an intuitive responsive site builder that makes creating, testing and hosting responsive pages a breeze – here are some examples of their handiwork. If your site is powered by a CMS like WordPress, you’ll likely find that there are oodles of themes available that have been designed to adapt for mobile devices.

The second thing is site speed – and this doesn’t just affect whether a mobile user makes it to the landing page, but how long they stay there. Subscribers are likely to give up on even the best-designed sites if they take more than a few seconds to load (and cellular data connections don’t help). Using a load time test like Pingdom or even your browser inspector tools can help determine what could be holding up your pages.

As you can imagine, mobile browser bounce rates will almost always be higher than desktop browser rates, but the more you can do to close that gap, the more successful your campaigns will be at converting clicks into more page views, purchases, or whatever your end goal may be. If you still need convincing as to whether giving your landing pages some love is worth it, I recommend taking a look at a MarketingSherpa’s case study in which an iPhone-optimized landing page was shown to increase conversions by 40%. That’s a big leap.

Finally, do you test your landing pages on mobile devices? Have you had any big wins with mobile optimization? Share your experiences with us in the comments below.

  • Tomara Armstrong

    We’ve recently started using WPengine for our WordPress sites (on our newer sites–and eventually moving the rest over) not only are they pre-loaded with WordPress but the site speed is incredibly fast and their customer support is top notch.

    Google Analytics is a handy free tool for A/B testing (you can’t beat free) and CrazyEgg (really cool heat map testing) is pretty inexpensive and easy to use, too.

  • Matthew Ozolins

    You didn’t speak as much about the importance of amazing landing page copy as I would have liked (and gave very little actual “how to” advice). My own tests have shown that changes to copy can affect conversions equally, if not more than CTA changes :)

    Check out some wicked web copy tips: http://www.webics.com.au/blog/content-marketing/compelling-copywriting/

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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