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BizReport : Mobile Marketing : October 04, 2010

5 Ways to provide the mobile experience consumers want

With less than 100 shopping days to go before Christmas, marketers need to ensure all contact points with consumers are shipshape. Millions of consumers now use mobile devices to research, compare and locate purchases and now, more than ever, brands need to provide a fast and reliable mobile service.

by Helen Leggatt

Recent research from web performance monitoring firm, Gomez, found that mobile users continue to be frustrated by slow-loading or badly-formatted mobile websites. And, found the research, consumers aren't standing for it and are likely to leave, with a bad taste in their mouth, possibly never to return.

With almost 75 million Americans accessing the Internet via a mobile device, and rising, a mobile presence is a must. While many of the newer smartphones and, of course, the iPhone, render standard websites with no real issue, most consumers still require a mobile-specific option.

Make a good impression on consumers and keep them coming back to your mobile website by following these five basic tips.

1. Keep it simple

The golden rule of mobile website content is "less is more". Cut out unnecessary images, or give visitors the option of whether to view them.

2. Cut down clicks

Make information is easily reachable without the need for excessive clicks or typing.

3. Hone the homepage

Consider what features customers find most important to the mobile shopping experience and highlight them on the homepage.

4. Be finger-friendly

Touch screens are becoming more widespread. Users will be using their fingers to navigate. Make sure content and links are large and clear to make navigating the site hassle-free.

5. Test

What looks great on one device may be a complete turn-off on another, so test mobile websites on as many platforms as possible.

Tags: holiday shoppers, mobile Internet, mobile phone, mobile website

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