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Responsive Web Design for Lead Generation

If you have reviewed your Google Analytics account lately you will notice that a large portion of your users are now accessing your campaigns via mobile devices such as phones and tablets.

If you have been in the lead generation industry for a while, your pages are most likely not coded correctly to render well on these devices.  Imagine if 30-40% of your visitors are not seeing your webpages the way they were originally designed.

What would that do to your conversion rate?

You know your media prices are going up, your compliance costs are going up, and all of a sudden your conversion rates are dropping. Margin is being crushed because he overall market is changing how they consume data.

Time to invest some time in learning Responsive Web Design.

Responsive web is essentially a CSS sheet on steroids. It plans for a variety of devices and platforms so your actual site renders in a very user friendly way every time.

Do you need to consider all browsers and devices? No. Start by looking at your Google Analytics data to see how your current users are coming in. Prioritize those first.

Some good examples of responsive web design can be found here. 

As you can see from these examples, this is for basic web information. It alters placement of navigation, sizes of images etc. However, in many lead generation situations this is not optimal.

Being in online marketing we need to do more testing with actual consumers about how a resized form may convert.

For instance – take a look at this form – 

The form on the left is a screenshot from a 13 inch laptop screen using Safari and the pic on the right is the same page on an Android phone using Chome.

The page resizes to the phone screen but all the text resizes at the same rate. Much of it is too small to read without zooming.

In a better case scenario, the drop down menu would be much larger on the phone screen, text larger and the call to action button larger. I would also recommend testing the page on an actual Android device for both right and left hand users. The placement of the button for a right thumb could help conversion dramatically.

I would also get rid of the orange bar and potentially rework how the large number “1” is displayed. The goal is to make the page as light weight as possible so it loads fast on a slower mobile connection.

Lastly I would rework the BBB and Verisign logos to be more influential on the mobile page. With such little copy and virtually no branding you want to assure the user their info is safe.

Key takeaways –

1) Look at your visitor data for each campaign to see what type of devices your users most commonly using.

2) Test pages on real devices to see how they look and feel. Optimize for the thumb as the main input, not a mouse.

3) Augment your CSS to detect and serve pages according to the device or OS.