Conversion rate optimization (CRO) is still a wide spectrum. Some marketers see it as making minor tweaks here and there. Others won’t move a pixel without running a proper experiment to statistical significance. Either way, the definition of success shouldn’t be vague. With 83% of landing page traffic coming from mobile, the question is clear: are your mobile conversion rates where they need to be, or not?
Your desktop bias is costing you conversions
Back in 2024, Unbounce’s Conversion Benchmark Report analyzed 41,000+ landing pages and found that while 83% of traffic comes from mobile, desktop still converts 8% better. In industries like health and wellness, the gap is even wider: 87% of traffic comes from mobile, yet desktop converts nearly 22% better.
The issue isn’t just that mobile gets more traffic, or that desktop converts better, it’s how those two factors combine to drag down results. By prioritizing desktop design, marketers are leaving significant mobile conversions on the table.
If mobile is still an afterthought, you can’t fix it overnight. You’ll need to start with small shifts that move you toward a mobile-first mindset.
Break the habit: Start with mobile
Change starts with your process. Designing for desktop first means you’re optimizing for only 17% of visitors. Change your process so you always start with mobile instead of desktop, forcing you to prioritize building for where most of your traffic actually comes from.
Focus where mobile matters most
Not every channel delivers equal impact. Look at where you’re investing most and check whether mobile drives the bulk of traffic. That’s where mobile optimization should start. Paid media is especially critical because when mobile lags behind desktop, the cost of missed conversions is even higher.
Use links as navigation
On mobile, links can easily derail the experience. Jumping between pages is harder, and too many links feel like distractions. But when used thoughtfully—like anchor links or simple navigation—they can guide users smoothly through the same page and any relevant next steps.
Earlier this year, Google released its ad quality prediction model, built around a single principle: searchers should get answers as quickly as possible. Think of it as optimizing for information experience, delivering clarity and next steps the moment someone lands on your page. Your mobile design should do the same: anticipate intent, surface the most important information immediately, and make navigation effortless.
Keeping branded elements and visuals in check
Mobile real estate is limited, so every visual needs a clear purpose. Oversized branding elements or flashy graphics often push critical information below the fold. Lead with clarity and conversion elements, and let visuals support the message instead of overshadowing it.
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Write for the scroll
Readability is non-negotiable. Unbounce’s 2024 Conversion Benchmark Report shows pages written at a 5th–7th grade reading level convert 11% better. Raising the reading level just one notch drops conversion by 36%. On mobile, scannability and simplicity matter even more.
Test relentlessly
Unbounce and Ascend2’s recent research on the state of landing page optimization shows that most marketers make modifications to their mobile landing pages:
- 19% make minimal, basic changes to fit mobile screens
- 54% make moderate changes to ensure layouts, image sizes, or sections fit mobile
- 20% make significant changes by heavily redesigning or simplifying their mobile pages
Even though the effort is there, the discrepancy in conversion rates tells a different story. Marketers need to know that they’re behind when it comes to mobile optimization and create a clear path to closing that gap. Only 32% of marketers are A/B testing their landing pages, which means the majority aren’t taking steps to learn what actually works.
Start small: test headlines, CTAs, or layouts that directly affect the mobile experience. Each experiment brings you closer to understanding what drives conversions on smaller screens. Without testing, you’ll keep repeating the same mobile mistakes without realizing it.
Use tools to do some heavy lifting
One of the biggest challenges marketers face with landing page optimization is time and resources. In fact, 37% of SMBs say their top barrier is the lack of bandwidth to design and build test variants. That’s where the right tools can make the difference.
- Mobile-ready templates: Stuck in an old desktop-first layout? Start fresh with templates designed for mobile, then customize them to fit your brand.
- AI layout recommendations: Let AI suggest design tweaks optimized for smaller screens so you can iterate faster without starting from scratch.
- Landing page builders with built-in A/B testing: If you’re stitching together multiple tools, you’re creating bottlenecks. Drag-and-drop builders with built-in, code-free testing, like Unbounce, let marketers build pages and launch variants without relying on designers or developers.
- AI traffic optimization: Don’t make mobile visitors sift through irrelevant content. AI tools like Unbounce’s Smart Traffic automatically route visitors to the variant most likely to convert based on device, location, and more.
Remember the goal: close the conversion gap
You’ll never be finished optimizing your landing pages. Focus on these three things: keep your efforts targeted, prioritize changes that deliver the most ROI, and build lasting habits within your team.
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