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With 55 percent of web activity now occurring on smartphones and tablets. What works best for your desktop audience may fall flat with your mobile audience. As mobile device usage continues to grow, it’s crucial to consider the mobile user’s mindset when you set up a list-building campaign.

Check out these 4 best practices for capturing leads on mobile devices.

1. Target mobile users separately

When more than half of your traffic comes from users on mobile devices, it’s a no-brainer that your opt-in form shouldn’t be designed exclusively for large screens.

Responsive opt-in forms, which adapt to fit on any screen size, are an easy solution.

That being said, just because your form is responsive doesn’t mean that you’ll capture lots of mobile form submissions.

Your mobile visitors have different needs and goals than your desktop visitors. They’re on the go and may not have the time or patience they do when using a desktop or laptop.

When it comes to lead generation, the more targeted your opt-in forms, the better results you’ll get.

One of the best things you can do to boost mobile conversions is to create a separate form targeting mobile users, rather than using the same form across all devices.

Take a look at an example of a pop-up used on AliExpress:

Target mobile users separately.png
Target mobile users separately

Not only does it adapt perfectly to fit on the screen, but also the message in the form, by mentioning their app, is laser-targeted at mobile users.

2. Avoid google’s pop-up penalties

Google has started penalizing “intrusive interstitials” on mobile devices in an effort to regulate and punish those who use aggressive pop-ups that are terrible for user experience

The goal of Google’s new mobile pop-up rules is to make sure that the visitor sees the content that they were promised in search results right away, without pop-ups blocking their view.

However, banners that use a reasonable amount of screen space and are easily dismissible won’t be affected by the new penalties.

If you’re looking to create a highly noticeable and effective opt-in form that won’t get your site penalized in search rankings, a floating bar opt-in is a smart choice.

Floating bar opt-ins are “stickied” to the top or bottom of your visitor’s screen and scroll along with them. Since they don’t cover the main content and uses a reasonable amount of screen space, they aren’t affected by the new rules.

Take a look at the floating bar forms used by Student Money Saver targeting only mobile users:

Google's pop-uppenalties.jpg
Google’s pop-up penalties

That said, pop-up opt-in forms can still be highly effective even on mobile, if done right.

Here are a few ways you can implement them without worrying Google’s penalty:

  • Referrer detection: Show the mobile pop-up or full-screen overlay to everyone except for people visiting from Google.
  • Second page view: Show pop-ups only when the user has viewed more than one page.
  • Scroll based trigger: Show the pop-up only when the user has scrolled 80 percent of the page, so it doesn’t block the view of visitors right away.

3. Reduce the number of form fields

Eliminating unnecessary form fields is one of the easiest ways to boost sign-up rates. According to Quicksprout, limiting the number of fields to just three can more than double your conversion rates.

Users’ patience for long forms on mobile devices is even shorter than on a computer. When screens are smaller, typing gets harder.

Here are a few actionable tips you can use to boost your mobile opt-in conversions:

  • Double check if each field is necessary when creating an opt-in form
  • Avoid asking phone numbers if they’re not absolutely crucial for your business. In fact, studies show that asking for phone numbers can cause a 5 percent dip in conversion rates.

4. Use two-step opt-ins

Generic sidebar opt-ins aren’t as effective as more targeted and engaging opt-ins. They’re even less effective on mobile, when sidebars are usually displayed after the content in responsive designs.

Rather than using a sidebar opt-in form that appears below the content area, using a two-step opt-in can be incredibly effective. With a two-step opt-in, when a user clicks on the link or an image, a popup opens up asking them to subscribe.

Two-step opt-ins use the psychology principle known as “Zeigarnik Effect.” It states that people who initiate a process are more likely to finish it.

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