OPINION: The Future of Lead Generation is Mobile

OPINION The Future of Lead Generation is MobileThe following is a guest contributed post from Frans Van Hulle, CEO/Co-Founder of ReviMedia.

Mobile has become the absolute dominant channel in online advertising. Most brands and companies have by now realized that mobile is the way to go, and are building beautiful mobile sites. However, many companies assume that having a mobile-enabled site is enough to harness the power of mobile advertising, and don’t have a clear strategy for mobile customer acquisition.

According to statistics, consumers in the US will have spent about $119 billion on goods and services purchased on a mobile by 2015. Moreover, mobile internet use has now overtaken desktop internet use with 55% of users accessing the internet from their smartphones or tablets.

In order to take full advantage of this increasing growing mobile demand, companies need clear strategies on how to convert mobile users into customers. Very often, mobile consumers are looking for specific information, and are ready to make decision on the spot. That’s why sometimes the simplest solution to acquire mobile consumers is to go back to the basics: Simple Call-to-actions, simple design, concise content, and fast forms. Moreover, enabling direct response functionality, such as click-to-call features can help companies tremendously since these types of features allow customers to follow up with questions themselves.

How to Maximize Mobile Traffic for Lead Generation

1.       Simple Call to Action

Since the behavior of mobile consumers is marked by a sense of immediacy, it is very important for mobile campaigns to have clear Call to Action (CTA), as well as images that are optimized for mobile screens. CTAs should be able to grab the user’s attention, and be concise in what it is the user can do by filling in a form or signing up. Don’t overload the user with information, as mobile users are known to have a shorter and more fragmented attention span.

2.       Responsive Design

Designing your content so that it fits your mobile screen is a very important aspect in attracting mobile consumers. This is why most mobile designs now use responsive design, meaning that the content will automatically fit different screen sizes. Layout and design is very important as it defines how mobile users will see your content. It is also advisable to use paragraphs, buttons, and bullet points. Keep important content at the top of the page or paragraph otherwise it might not be read.

3.       User friendliness

On mobile forms, consider spacing questions out across screens instead of making users scroll down for miles. Keep your forms as short as possible, or include swipe-functions that let mobile consumers swipe to access more questions. Also consider including simple select tools rather than making users type words or numbers. The general rule is: The fewer clicks the user has to make, the better.

4.       Speed is Key

Another thing to consider is speed. Anything that takes too long to load will cost you dearly, as most mobile users will click away. This means favoring small images over bigger-sized imaged as they will take too long to load and reduce overall speed. This also means that Instead it’s better to pre-load campaigns, rather than loading every single step.

5.       Targeting your audience

Lastly, it’s important to understand and use mobile users’ data to be able to convert them into customers. That’s why geotargeting is an extremely helpful tool that allows marketers to target users that are in the vicinity, or to reach consumers at the right place, at the right time. Moreover, it is important to look at your audience across different providers, you may see surprising differences.