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How to Create a Website that Caters to a Multi-Screen World

The term ‘mobile’ in marketing is not what many people think of it as. Mobile simply means able to be moved. For marketers, this gives visions of people looking up websites while in coffee shops on their tablet or navigating through their smartphone while at a shopping center. But users of mobile devices have tricked marketers and now, after a recent Google survey, more marketers are realizing that mobile technology does not always fit into your pocket – such is the case with tablets – and does not always mean that people are using this technology while out on the town.

Instead, today’s mobile device users are living in a multi-screen world, using their smartphones alongside their computers and their tablets while watching television. This multi-screen phenomenon has altered the way marketers reach their customer base. For example, research started on a smartphone may end up as a conversion on a laptop later on. And customers that do research on one device expect to be able to find the same information on another device easily and efficiently.

This has created a need for ubiquitous marketing across devices. While many people fragment their marketing based on the device they are targeting, there is a need to have an overall similar design and content to adapt to this type of behavior. Here are some of the ways you can create a stronger website that caters to the multi-screen world we are living in today.

Optimize the Shopping Experience Across Channels
When a customer sees a commercial on TV, searches for a product on their tablet, then goes to their computer to make the purchase, they expect to see a streamlined path across all devices. This can be difficult for many small businesses to achieve. By creating ways for people to log in and save items in a shopping cart, you can make it easier for people to finish the transaction they started on one device on another device.

Adjust Conversion Goals to Account for the Differences in How Each Device is Used
Smartphones, studies show, are still primarily used to locate stores, find products, and research information about companies. Conversion goals from a smartphone should, therefore, be less focused on making a purchase, but instead more focused on driving people to finish a transaction on another page. While this should not be said specifically on a mobile marketing website, it should be remembered and considered when designing a mobile website for your business.

Implement a Responsive Design for Smartphone Users
Responsive design for smartphone or tablet users is done by making a code that can detect what device a website visitor is using. This way, if a mobile device is detected, a website visitor will automatically be met with a website design that will be more conducive to the device they are using. With this in mind, it is also a good idea to have a link to your main website to still give your visitors coming in from a mobile device the option to see your full website. You can also opt for a trusted web designer to create a responsive design and even help you utilize your site for more visitors, rankings, and clicks.

Understand the Content Visitors Want on Smartphones and How it Varies
As you create the content on your mobile website, understand the top things visitors look for when they search for your business page from their smartphone or tablet. Typically, they are looking for contact information or basic product information. Eliminate any extra bits of information that may overwhelm the mobile device experience and drive customers away.

While marketers are still learning how to make this new form of marketing more effective, it is important to be a leader in this forefront to cater to multiple devices. For more help creating a mobile website and a strategy that caters to a multi-screen society, contact Infintech Designs today.

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