It isn’t a surprise at all that bad landing pages can kill conversion, but even more so on mobile devices. The lack of user wanted information, or a bad user experience, can bad to high bounce rates.
In order to help improve mobile performance, Google announced new Landing Pages tool at Google Marketing earlier this year. This tool is meant to help marketers assess the mobile-friendliness of various URLs on their sites (as opposed to their entire sites). It’ll be rolled out in the next few weeks as a tab in the new AdWords experience.
As you can see below, Landing Pages will identify site URLs that drive most clicks/engagement. The tool will even report the Mobile-Friendly Click Rate (MFCR), which is the percentage of mobile clicks coming from smartphones that land on a mobile-friendly page.
With these reports, marketers will be able to identify and prioritize which URLs have to be fixed. Landing Pages will show data on search, display and video campaigns. But for right now, the MFCR data is only available for search campaigns.