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Follow on Google News |  Making A Smart Move To SmartPhone!You only have to look up for a nanosecond, yourself, to see just about everybody else doing exactly what you’re doing – staring intently at their smartphone, fingertips or styluses tap .. tap .. tapping.
By: Provoke Online Marketing According to comScore, digital business analysts, “... smartphone ownership grew 56 per cent in the UK over the last twelve months, and a 163 per cent increase in UK smartphone users accessing online retail sites between May 2010 and May 2011”. The smartphone explosion has led to mobile internet use skyrocketing with the number of UK smartphone owners shopping online growing faster than anywhere else in Europe. The British Retail Consortium confirmed recently that, “ ... a 27 per cent year-on-year increase in retail search volumes in the second quarter of 2011 was driven by a 216 per cent rise in mobile search volumes over the same period”. As the online eCommerce space switches overnight to mobile app and mCommerce, the ‘always on, on the move, on demand’ consumer expects a seamless website experience, which gives them the content they want, when they want it, downloaded – now! It’s a game changer! Because site content has to change to adapt to mobile user context, behaviour and expectation. Website design now sharpens its’ art of delivery to time-critical eye skim, slashed to the bone, where every word counts. Business owners could never resist overloading their online marketing messages and stuffing their website pages with unreadable walls of jargon and sales pitch for fear of leaving something out! Of course, no one would bother to read past the first two sentences ...! With an average screen size of 3.4in, where it's 108 per cent more difficult to read and understand information, mobile devices demand a razor sharp, tightened up focus in content presentation, using a two screen approach where the first screen provides only the most essential information. With a restricted field of vision because of a physically smaller screen, there’s little visible content. This means the less you can see, the more you have to remember and short-term human memory is poor. Typically, mobile users on the move are impatient, have less time to focus, are usually multi tasking across different channels and applications. Goal oriented search tasks, which are expected to be completed instantly, would normally be allocated a longer period of time when sitting at a deskbound PC or laptop within a static, interior space – thus, excluding train, bus or car journeys! Writing content for a website page to be quickly read from a screen has always demanded strict economy and to be active, to the very bullet point! Creating content for mobile and smartphone raises the game to the next level. On this reduced screen scale, even short is too long - we need to measure our words and sentences by the quantum scale. The method is to defer additional information to a second screen, to be read consecutively. The first screen a user would see now has to be stripped bare and solely focused on the minimum information needed to punch home the number one key point. It’s an act of faith, of course, and it’s hoped that users will bother to click to the second page. The art of the killer copy is crucial! Site owners who simply cannot bear to leave anything out on the first screen will risk making the copy too dense – then nobody will read it anyway! The rule is to absolutely focus on the first screen and compel the user to click to screen two! A smart move to smartphone means ...making less to impress more ... and to impel immediate click action! Visit http://www.weprovoke.co.uk for more information and advice. # # # Provoke positions companies just like yours to succeed on the web. Digital and marketing expertise has enabled businesses throughout the UK to successfully : - Reach new audiences - Drive sales - Gain online/offline brand presence. End
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