The Malcontent of the Term Mobile Content
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The following article discusses how to better convert a web user to a mobile user and the challenges that lie within.
We all know the immutable laws of web site conversion can be summarized as follows:
1. You have less than eight seconds to capture a web page visitor
2. Once captured, the next click must be obvious
3. Once clicking, minimize the steps needed to complete the desired action
The difficulty lies in maximizing information in a minimized process. You must be able to present what the majority need to see to complete your desired action. There will always be those who seek more information and tangents can be provided for them. Now, add another dimension to the “desired action” by making that action something that you wish for them to do offline. That, my friends, is largely the challenge that we have at www.4INFO.net. Not to take anything away from our web search service, because it does try to do something that the other engines do not by actually giving you an answer and not pointing you to one elsewhere (see 4INFO Blog: 4INFO's Bond. James Bond & Focused Search). But, getting a user to make the leap from, “I can get all of this info from my computer,” to, “I have access to all this info when I am NOT in front of my computer,” can be challenging. Especially, when dealing with an industry that hasn’t quite settled on what to call the segments within it. Mobile search's popularity is increasing every day, yet there is still an opportunity to sanity check the terms we use to describe the industry.
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