Smartphones are in a constant state of communicating and searching for information. Google claims that in the USA, 94% of people with smartphones search for local information on their phones. Interestingly, 77% of mobile searches occur at home or at work, places where desktop computers are likely to be present. This supports the increasing importance of mobile-friendly landing pages. So, what exactly makes something “mobile-friendly?” The term refers to websites that are formatted to be displayed on mobile screens. This increases loading speed since the page no longer has to load so many pictures and wide content. Mobile-friendly pages are especially important for search advertisers. When we pay for users to click our ads on mobile, we want them to stay on the page and not be frustrated with a non-mobile-friendly landing page.
How do we know which landing pages are not mobile-friendly?
Earlier this year, Google announced they would be rolling out a new landing page tool to be integrated into Adwords. In the new Adwords interface, you can see “landing pages” has its own column under Ad extensions. With this new page, you can analyze which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones are in need of repair. You can this use this information to enhance user experience so that visitors spend more time on the page and have a higher chance of converting. Here is a screenshot of the landing page analysis in Adwords.
Mobile-friendly Click Rate
The first metric you will want to look at is of course “Mobile-Friendly Click Rate.” Gooogle defines this as “the percentage of mobile clicks that go to a mobile-friendly page.” This metric gives you an idea of which landing pages result in the most or least mobile-friendly experiences. I would recommend you sort this column in ascending order to recognize which pages are in need of maintenance.
Test for mobile friendliness
Once you identify the landing page that requires the most attention, you just click to run a test. AdWords will open up Google’s “Mobile-Friendly Test” in a new tab so you can review potential issues, like images that are too large, and consider solutions.