Use The KISS Principle on Mobile Sites

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The number of small business men and entrepreneurs who over-complicate their lives when it comes to their mobile strategy should not be underestimated. Common sense product marketing strategies – and the basic rules of brand messaging –  like using the K.I.S.S principle to ensure consistency and clarity seems to be forgotten

An article by Steve Smith which appeared on Mobile Insider – one of the Media Post blogs – entitled ” Brands In Hand: Getting Beyond The ‘Mobilized’ Web” had this to say on the subject…

  • Smarter mobilistas understand that the mobile Web is far from dead
  • Smart phone users are accustomed to increased speed, mobile search engines and localized results
  • They have instinctively started to use their mobile browser in much the same way they use their Web browser
  • Brands should not only deliver a mobilized version of their site, but also distinguish between Web and Mobile Web experiences

Example: Toyota’s mobile site is deceptively simple at the landing page because it becomes a much richer experience as the user drills into one of the car model selections. While the front page first offers you the smart phone shopping app, it also satisfies the mobile surfer’s most obvious reason for typing the brand’s URL: to see a specific model. Drill in, and each of the models has a surprisingly deep trove of detail, from specs and model pricing to galleries, 360-degree views, and even some pretty cool fly-through videos of interior and external feature sets that are kept politely silent. The full experience is among the most effective among the car makers.

Adding a mobile element to your existing marketing strategy makes sense…

  • 100m people are actively using Facebook from their mobile devices every month
  • 4.5m Apple Ipads sold in 2010 Q3 (15m by the year end)
  • 12m Apple Iphones sold in 2010 Q3 ahead by 1.5m on estimates
  • The number of smart phones in the US is set to pass standard mobiles by  2011 Q4
  • 54.7 million Smart phones shipped  in the Q1 of 2010, up 56.7% over Q1 in 2009

Conclusion: If you are starting a small business when it comes to your mobile website, ensure that you focus on the smart phone user’s most obvious reason for being there. This is not only cost effective but also leads them gently into your sales funnel.

You may see this product marketing strategy as being ‘plain Jane’ and boring but if you start off by delivering a list of menu items on your mobile landing page to keep load times low and the feeling of utility foremost, you will have built the foundations required for your Friction Free Launch.

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Rory Ramsden