6 Top tips to building successful microsites

Whether you're launching a new product, running a focused campaign, or creating an immersive brand experience, here are some factors that will determine your microsite's success.

1. Microsites are mobile-first

The shift to mobile-first design is more than just a trend and it's nothing new as more and more of us surf online from our smartphone. For microsites, you can pretty much assume that all of your viewers are coming to your microsite from a mobile. So this means creating an experience that feels natural and intuitive on mobile devices primarily:

• Keep the messaging concise
• Make it easy to navigate from a mobile
• Use sub-pages if you have more to say instead of packing all the content on one main microsite page
• Ensure text is readable without zooming
• Structure forms for easy mobile completion
• Test on multiple devices and screen sizes

2. Focused microsite content

Content strategy for microsites demands a different approach than traditional websites. In this environment, every piece of content needs to have a clear purpose and move visitors toward your desired action.

Content considerations: • Start with your most compelling message • Use clear, concise language • Break text into easily scannable chunks • Support key points with relevant visuals • Include only what's necessary

3. Speedy microsites

In todays digital landscape, users have increasingly high expectations for website performance. This is particularly important for microsites. While the average mobile webpage takes 8.6 seconds to load, users expect pages to load in under 3 seconds before they abandon the page. 53% of mobile users abandon a page that takes longer than three seconds to load. When users scan a QR code or click through from an advertisement, this gap between expectation and reality can determine the site’s success.

So, what can you do? In short, it's about making your pages as 'efficient' as possible. That means: • Optimize all images before uploading • Minimize HTTP requests by combining files • Use a content delivery network (CDN) • Enable browser caching • Compress all text files (HTML, CSS, JavaScript) Talk to your web agency or to ourselves if you need support in this area.

4. Design for focus, not features

Unlike traditional websites that must accommodate multiple user journeys and diverse content, microsites have the luxury - and responsibility - of maintaining laser-sharp focus on a single objective. This approach not only simplifies the user experience but also significantly increases the likelihood of converting visitors into active participants in your campaign:

• Remove any element that doesn't directly support your main goal • Keep navigation simple and intuitive • Make your call-to-action unmistakably clear • Design pages to build on each other logically • Eliminate competing pathways that could distract users

5. Analytics are important

The focused nature of microsites provides a unique opportunity to gather actionable data about your campaign's performance. By monitoring the right metrics, you gain valuable insights that help optimize your microsite's effectiveness and inform future improvements. Well crafted interactive microsites can boost engagement and converstion rates.

Key metrics to monitor: • Conversion rate for your primary goal • Average time spent on key pages • Drop-off points in your user journey • Mobile vs desktop performance • Traffic sources and their conversion rates

6. Integration that makes sense

While microsites operate independently, they should function as part of your broader digital ecosystem. Successful integration requires careful consideration of how your microsite will interact with your existing channels and user touchpoints. Make sure you have: • Clear paths to and from your main website • Consistent data collection and handling • Smooth handoffs between systems • Social media sharing capabilities • Analytics that feed into your main reporting

Getting started with microsites

The success of your microsite largely depends on the groundwork you lay before development begins. This preparatory phase is super important for establishing clear directions, setting realistic expectations, and ensuring all stakeholders are aligned with your vision and objectives.

Before you dive into building your microsite, take a moment to: • Define one clear, measurable goal • Identify your specific target audience • Plan your content strategy • Set up your analytics framework • Create a maintenance schedule

Ready to start your microsite project? Get in touch or just try out our platform for free.