Internet usage on mobile and tablet devices is increasing dramatically every day. What's surprising is just how many companies aren't putting the time into optimizing their landing pages or website for mobile. As a marketer, a mobile website is something that you should be putting as much attention into as your regular website. By neglecting the mobile experience you risk losing the opportunity to covert your mobile traffic into leads.
Responsive web design is an approach to web design where a site is built to provide the best possible viewing experience for the user (in the sense that its content can easily be read and navigated) across all mobile devices, tablets and desktop PCs. Responsive web design makes it possible for a website to detect the device it's being viewed on, and then intelligently adapt its output.
The reason why responsive web design is so important, and considered best practice, is that by providing visitors with an optimized experience, you ensure that you have the best possible chance of converting them into leads. For example, if a prospect visits your website from their iPad, you can be confident that they're going to see a version of your website that takes full advantage of the iPad screen real estate. Many mobile websites don't do this, and simply output a fixed size mobile website for any mobile device, whether it's a phone or a tablet. Responsive web design also means that a user gets the best possible experience based on whether they hit your website or landing page in portrait or landscape mode.
So if your website isn't yet ready for mobile, remember that starting with responsive web design will save you a great deal of time, and also ensure that visitors have the best possible chance of converting. If your site isn't responsive, it's more likely that visitors will have a bad experience on your site (for example, by having difficultly navigating your content). This is particularly important on landing pages where you want your conversion path to be as simple as possible. Responsive web design allows you to ensure the conversion path is a straightforward as possible across all devices. This leads me to my next point.
If you don't make it simple to convert, visitors will abandon your mobile website or landing page without taking any action. Think about your own experience browsing mobile websites, for example when you want to send a contact enquiry to a particular company. If the site buries this form under a bunch of other content, thus making it difficult to reach, you're probably going to just give up and move onto a competitor's site with a simpler layout. So follow best practice and keep it simple!
Following on from my example, forms are an element that you should ensure are extremely simple on mobile landing pages. If there's a particular field you don't really need to include and won't help conversions, then remove it; the less intimating the better. People want a fast, straightforward experience. If you need more to collect more information, consider a two step process to reduce the perceived effort on the prospect's part.
For other conversion paths, such as call to actions, remember to follow best practice and keep this high on the page so the prospect can readily access them on their mobile or tablet.
It's not good enough just to build a mobile website or mobile landing page and hope for the best. Even if your website is performing and delivering leads this doesn't mean that your mobile website will automatically perform in the same way. Prospects will behave differently on mobile and interact with your content in a different manner.
For example, if you had a call to action to contact your sales team towards the bottom of the page, you could A/B test this and move it higher, to see what effect this has on mobile conversion rates. You could also A/B test the amount of fields you include in your form, to determine which combination of fields optimizes your chance of converting a visitor. The goal is to use A/B testing to make intelligent decisions about how to structure your page.