How to optimize landing pages for SMS marketing

More than 6.6 billion people in the world have smartphones. Of this number, adults spend an average of 3 hours daily using their mobile devices. As people interact with these more frequently, they have quickly become the most effective platform for companies to send marketing messages to potential and existing customers.

With 91% of customers interested in signing up for promotional messages, SMS marketing has soared and grown beyond text-only campaigns with mobile-optimized, SMS landing pages.

How can you leverage the power of SMS and personalized SMS landing pages to boost your marketing efforts? We’ll explain what SMS landing pages are, how they can benefit your business, and how you can optimize them.

What are SMS landing pages?

An SMS landing page is a mobile-optimized web page that is usually accessed via a link found in an SMS message. These landing pages are often tailored to promote a specific product or fulfil a campaign goal, and because most campaigns have a limited time period, they only last until the campaign ends (or as long as you need them to).

For example, these landing pages promote limited-time offers like sales events, deals, and freebies. They can also be personalized for each customer, and customized to suit your brand by adding your logo, as well as product-related images and copy.

How SMS marketing landing pages can benefit your business?

Promotional SMS landing pages can bring a lot of benefits to your business. Let’s take a look at some of the advantages to consider.

Increased conversion rate

Since most people interact with mobile devices often, SMS landing pages have higher conversion rates compared to other marketing channels.

SMS messages have an astonishing average open rate of 98%, compared to only about 20% for email. Meanwhile, click-through rates (CTR) follow the same trend, with an average CTR of just over 2% average for email marketing campaigns, and between 11% and 80% for SMS campaigns.

Gather large amounts of customer data

Once customers interact with the landing page, businesses can uncover a large amount of customer data.  This includes customers' engagement data, open rates, CTRs (click-through rates), and even customer preferences based on content clicks. This info is useful for planning and optimizing your future campaigns.

Landing pages can attract customers

A picture is worth a thousand words⁠— and the same is true for SMS landing pages.  While SMS copy is powerful too, a visually-rich experience takes the channel even further. With landing pages, you can show customers your personalized product suggestions, tailored images, or even customer-unique CTAs.

Here's how to optimize your SMS landing pages

Let’s take a closer look at how you can create and optimize your landing pages.

Start with a good template

Most business owners believe they need a designer to create a beautiful SMS landing page, but Mobiz has got you covered. The tool has engaging, pre-designed templates that you can use and customize.

CTA button size and placement

Most marketers place their CTA buttons ‘above the fold’ or the top section of a webpage for maximum visibility, but that's not the only thing to consider with mobile webpages. Naturally, on mobile, it's a finger tap not a click of the CTA. Therefore, the button’s placement should take into account how users hold and tap buttons on their mobile phones.

Instead of linking the CTA to your homepage,  send customers to relevant product or promo pages. You can even add a  Calendly link, a booking link for an appointment, or a reservation link, directly to your in-page CTA button

Even with the ideal placement, you won’t get conversions if people have a hard time clicking the button. Fortunately, studies on button size found that high accuracy buttons for most users are around 42 to 72 pixels.

Brand elements

Much like every promotional material, SMS landing pages must have brand elements. These include the color, logo, imagery, and typography which represent your brand. If you prioritize visual consistency, visitors will easily associate the landing page with your business in a matter of seconds.

The Mobiz Campaign Editor lets you add design elements that match your brand’s aesthetic. Even with basic design skills, you’ll be able to place your logo, choose your brand colors and change fonts with the click of a button.

Eye-catching colors

Having SMS landing pages with eye-catching tones can bolster your conversions. Optinmonster recommends placing a CTA button with bright colors surrounded by a contrasting background.

Imagine a landing page with a red CTA button and a light green background. Because of the high contrast between red and green tones, this color combination can greatly improve visibility and conversion rate.

Focused, easy to digest content

As the popular saying goes, “Keep it simple”—and this saying applies to your SMS landing page too.

There’s a lot of copywriting advice for landing pages. However, one of our main tips is to focus on the main benefit of your product or the central message of your campaign. Keep it short and straightforward—instead of opting for several paragraphs to promote your business.

Let’s say you’re a fashion retailer looking to promote your summer sale. The main headline could be, “Summer clearance” and the sub-header could be “Up to 70% off select styles”.

Personalize your message

54 percent of consumers are more likely to buy products with a personalized SMS. With Mobiz, you can use conditional personalization to make your message distinctive. Your content can feature varying offers based on your customer’s location and different product images based on your customers' date of birth. In addition, you can also keep promotional information exclusive to recipients who offered their consent.  

Optimize your future campaigns based on analytics and data

Analytics are crucial to every marketing campaign— and you won't be disappointed by the features that Mobiz has to offer. On the Analytics dashboard, you’ll be able to get an overview of relevant metrics and key campaign results.

Here are some examples of data that you can get:

• Number of clicks on each link within your campaign landing page

• A 7-day overview of daily engagements of your SMS campaign

• Comparison of current campaign performance with average campaign performance

Based on this information, you can optimize future campaigns and conceptualize high-performing campaigns based on real data.

Take advantage of SMS marketing landing pages

SMS landing pages are very effective, especially if they’re optimized. As long as you incorporate the proper CTA size and placement, brand elements, colors, and clear messaging, you’ll be able to get your goal across quickly.

There’s no need to be a designer to create beautiful and high-converting landing pages. Mobiz has customizable templates and an easy-to-use campaign editor that lets you make SMS landing pages that align with your brand’s aesthetic. Sign up for a 14-day Mobiz trial and see the magic for yourself.