Importance of Responsive Landing Pages in Marketing Automation

 “Companies have achieved an increase of over 50% from organic and paid campaigns by using well optimized Landing Pages”

Google’s algorithm update has made it imperative for websites to be either responsive or lose on their rankings. Responsive design not only enhances the user experience, but also adds on to the traffic of your web assets as it seamlessly fits on large screen, tablets and smart phones resolutions. So if you are looking for an ad campaign, product launch, an email newsletter, or any other marketing activity, responsive landing pages are a must!

What are the benefits of responsive landing pages?

Implementing an effective landing page enhances mobile conversion and provides a better user experience. A responsive landing page:

1. Offers flexible content layout and design changes as per phone, tablet, pc and laptop
2. Saves money as companies don’t have to design multiple design versions of website
3. Improves search engine rankings, reputation
4. Enhances user experience
5. Boosts conversion and traffic

Responsive and mobile specific pages both offer simple navigation and faster time to load. However, there are some differences that highlight which one is more suitable for your business requirements.

Difference between Responsive and Mobile Specific pages

Responsive	Mobile Specific
Single page accommodates mobile, tablet and desktop	Multiple pages must be created and maintained for desktop and mobile
Based on the width of the browser	Uses user-agent string detection identification to detect and target mobile users
May/may not provide conversion focused design	Can be personalized to provide best user experience
More expensive as more effort and skills required to set up	Comparatively less expensive as it is easier to build
Specific CSS/HTML code to adjust content or image size for desktop as well as mobile	No specific CSS/HTML to adjust image size or content

There are different types of Marketing Automation Solutions & Platforms that offer tools to design and custom build landing pages, such as Marketo, Hubspot, Instapage, Unbounce, Pagewiz, and more.

Marketo for instance, has been one of the most trusted platforms that provide handy and easy-to-use tools for Landing Page Development. The recent guided templates have been gaining a lot of popularity amongst marketers with easy drag and drop options to create custom, responsive landing pages.

Why design responsive landing pages through Marketo?

• Offers fully customizable mobile responsive templates: It offers customized mobile friendly templates.
• Provides support to view landing page reports: Marketers can measure the performance of campaigns, view website activity and average time spent by lead and bounce rate by interactive, easy-to-run reports.
• Improves landing page conversions: Enables marketers to shorten the number of form fields required for the user, custom design LPs, resulting in higher conversion of landing pages.
• Integrates social login: With the new social integration tool, social form login (LinkedIn, Twitter, Instagram and Facebook) makes it easier for the visitors to complete forms with just a click.

Hence, Marketo can be a good choice to create Landing Pages that are responsive, with less dependency on developers and a lot of options to customize your campaigns.