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BizReport : Mobile Marketing : March 20, 2012

GetMo: Campaign to get businesses mobile launches in UK

British businesses aren't keeping up with consumers' mobile behavior and are missing out on billions of dollars in sales. Google has partnered with several businesses in the UK to launch the GetMo campaign aimed at making the integration of mobile easier.

by Helen Leggatt

GoMo-UK-desktop-Logo2.pngSmartphones are fast becoming a valuable consumer tool owned by many. In the UK alone half of mobile phone users own a smartphone. As a result, more consumers want the ability to engage with brands via mobile.

However, the majority of UK businesses don't have mobile websites or even a mobile strategy, according to Google.

That's why GetMo, a Google-led campaign to help British businesses "Get Mobile", has been launched in the UK. On the GetMo website, businesses can see how their websites look on a mobile device using the GetMoMeter tool and get personalized recommendations for creating a more mobile-friendly experience. The site also has information on current mobile trends and mobile website best practices.

"Statistics show that over 15% of all online traffic is now coming from mobile, therefore retailers that use websites which don't adequately support mobile transactions are losing the equivalent to one day of business per week," says Dominic Keen, Chief Executive of The MoBank Group, one of the companies chosen as a vendor for the GetMo campaign.

The GetMo website lists a number of mobile best practices among which are:

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, and avoid the use of Flash.

2. Cut down clicks

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

3. Hone the homepage

Consider what features your customers find most important and highlight them on the homepage.

4. Be thumb-friendly

Over half of UK mobile users are using a touchscreen and using their fingers and thumbs 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.

As well as MoBank, a number of other UK mobile developers ready to help companies build their mobile sites are listed on the GetMo website including Boost Communications, Imano and Psycle Interactive.

Tags: m-commerce, mobile commerce, mobile website, mobile-friendly, smartphone, UK

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