Most of your traffic is on mobile, but most landing pages are still designed on a wide screen. When the desktop version converts and the mobile one doesn't, the causes are usually mechanical, not creative — and they're fixable.
The call to action is below the fold and stays there
On desktop, the headline and the button are visible together. On mobile, the same content stacks into a tall column, and the button sits two or three scrolls down after a large image and a paragraph. Move the primary action up, keep a compact version of it visible as the user scrolls, and don't make the hero image so tall that it pushes everything else off-screen.
The form is long and the keyboard makes it worse
A five-field form is tolerable on desktop and painful on a phone, where each field triggers a keyboard that covers half the screen. Cut fields to the ones you genuinely need now. Set the right input types so the phone shows the email keyboard for an email and the number pad for a phone number. Use autocomplete attributes so the browser can fill known values.
Photo: Jonas Leupe / Unsplash
Tap targets are too small and too close together
A link that's easy to click with a mouse can be a coin-flip with a thumb. Give buttons and links enough height and spacing that a real finger can hit them without landing on the neighbour. This matters most in the checkout and form area, where a mis-tap costs you the conversion.
It's slow on a real connection
Desktop testing usually happens on fast office wifi. A phone on a train, on cellular, with a mid-range processor is a different machine. Heavy hero images, autoplaying video, and a stack of third-party scripts that were fine on desktop can push the mobile page past the point where people wait. Test on a throttled connection and a real device, not just the browser's responsive mode.
Intrusive interstitials block the content
A cookie banner, a newsletter popup and a chat bubble that are unobtrusive on a wide screen can cover most of a phone. Stacked together, they can hide the headline and the button entirely. Show one thing at a time, make each easy to dismiss, and never block the primary action behind an overlay.
In short
Design and test the mobile version first, because that's where your visitors are. We do conversion-focused landing pages as part of our web design and development work — if your mobile numbers don't match your desktop ones, get in touch.