5 Best Practices for a Mobile-Friendly Travel Landing Page Design

As marketers, it’s easy to dedicate all our time to designing appealing ads, crafting intriguing ad copy and honing in on the perfect target audience. Reading this, you’re probably thinking “Um, yeah. Isn’t that what I’m supposed to be doing?” Don’t get us wrong, ads are an instrumental aspect of travel marketing. But stopping there? That would be a mistake.

The buyer’s journey doesn’t end with an ad click. In actuality, the actions that provide real value to a company always happen post-click, when a person lands on your website. So ensuring that the landing page experience for your potential customers is seamless and engaging is key to a campaign’s success.

“Research shows that when choosing a brand to travel with, an easy-to-use website matters more than online reviews or even loyalty programs to high-value travelers.”

Think With Google

And today, more than ever, making sure the landing page is mobile-friendly is key. A 2017 study by Phocuswright and Google found that “48 percent of mobile users in the U.S. are comfortable researching, planning, and booking an entire trip to a new travel destination using only their smartphone.” So what are the best practices? According to Google, there are five principles of designing effective travel landing pages for mobile:

  1. The site should load in under 3 seconds.
  2. Promote benefits with a custom-oriented value proposition.
  3. Include a clear and prominent call to action.
  4. Make the most of the above-the-fold content.
  5. Customize page to create a personalized user experience.

For a full list of ways to create effective mobile landing pages for travel marketers, check out this article by Think With Google.