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Responsive design vs. dedicated mobile landing pages

To provide a cleaner user experience (without the pinch-to-zoom, scrolling-all-over, eye-squinting
madness), many marketers have turned to a technique called responsive design.

Responsive design essentially allows you to have one page that accommodates all device types and
screen sizes, from mobile to tablet to desktop and beyond.

Depending on the ways you intend to interact with your user, this can save you time and development
resources and help you maintain a cohesive design language and brand identity.

While responsive design is all the rage in web design circles these days, it’s not always the best solution for campaign-specific landing pages.

To illustrate this point, let’s ask a question:

Will users book European travel from their phones?

While we should always test assumptions like these, logic tells us this is not very likely. So if device
context tells us the user is landing on the page from mobile, what should we do?

We may want to build unique mobile landing pages that feature tailored content and conversion
actions that are more appropriate for mobile users.

So instead of asking users to book an expensive (and perhaps complicated) trip on their phone,
provide them with some information and user testimonials to establish credibility. Maybe offer
them a free travel checklist that they can download in exchange for entering their name and e-mail.

You have now traded the blue skies conversion goal of asking them to book a flight from their phone for a lighter conversion goal that has a much greater likelihood of conversion and that affords you the
ability to remarket to them. Not bad, right?


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