How Mobile Internet Use Impacts Lead Capture on Websites
This means that it is likely that the first contact prospective buyers have with your site will be facilitated by a mobile device. This growing tide of mobile users is unlikely to change any time soon.
To keep up with the times, many businesses need to change their lead capture strategies to make them mobile user-friendly. Let’s look at forms for an example of why (and how) your lead capture strategy should be altered for the mobile user.
Forms are a crucial lead capture tool. Site visitors (often prospects and potential customers) fill out the fields and leave important information – names, addresses, phone numbers, businesses, and roles at their companies.
With these questions answered, you now have your user profile data.When you have a well-designed form, it’s easy for visitors to click on each field with their mouse and type in information with a keyboard.
However, that’s assuming your visitor actually found your site using a “traditional” desktop to browse the internet. What if users came to the site through a mobile device?
Crowding too much content on a small screen will likely frustrate your visitor and cause them to back out and move on to your competition. If they can’t see it, or have to “pinch and zoom”, studies show they leave. In that instant, you’ve probably lost a customer.
For forms, always be aware of ways you can narrow down the number of fields. “Less is more” applies here. The lesser the number of fields, the more users will complete the form, especially on a mobile device.
How to Change Your Lead Capture Strategy for Mobile
Your content must be planned and optimized with small screens in mind. Users access the internet primarily through smartphones and other mobile devices. With so much potential traffic coming from mobile users, your web design should follow some basic rules.
- Short paragraphs and bullet points
- Headlines should precede paragraphs
- Important parts of the content should be placed at the beginning where it is most visible and has the highest chance of being read.
With limited available space, your calls to action should not be too long. Leave only the essentials for an effective and appealing CTA.
- Images should look good and fit well on the screen
- Clickable text should be easy to click
- Utilize images like buttons if necessary
Use of Hyperlinked Phone Numbers
With mobile users, if it isn’t easy, they are likely not to do it. Therefore, hyperlinking phone numbers lets users take action easily. It makes use of a smartphone’s capability to dial numbers with the click of a link.
Promote Customer Loyalty
Provide mobile customers with promotions and discounts they can redeem on their phone. In stores, customer loyalty programs have been found to be a great return on investment as they:
- Increase frequency of visits
- Increase spending per sale
Launch a Text Campaign
Target your mobile base with a text campaign and thus use the power of mobiles to your benefit. Text messages have a high response rate. For example, users can text a keyword to the provided number. From there, you can entice users to provide their email address or phone number in exchange for a reward.
Your lead capture strategy is vital for the effectiveness of your website. A website that is designed with mobile in mind allows your business to capture a larger share of the market. Stay competitive with a mobile-focused strategy. Time to improve your site for mobile users? Contact us to discuss today!