When a consumer makes the decision to buy a tablet, it’s usually done after plenty of deliberation. Weight, price, and screen size are some features that contribute to their selections. Now is the time to ask: Does your brand marketing strategy provide a website that will not disappoint those tablet owners?
A Brand Marketing Strategy for Tablet Users
Are you taking tablet users into consideration when designing your brand marketing strategy? If your website doesn’t include design for tablets, you’re missing out on an enormous segment of consumers.
Tablets are mobile surfers’ go-to devices for getting around the web; and the numbers sold are growing by leaps and bounds. In the past few years especially, tablet sales have gone from expected sales in 2012 of 80 million to actual sales in 2013 of 195 million. That means in order to grab your digital market share, your website will need to be optimised for tablet viewing.
Here are some tips from How to Build a Brand for equipping your brand marketing strategy with tablet mojo:
- Focus on core content. Tablets offer limited visual space, making fluff senseless. Enough white space will be necessary to avoid overcrowding and to make reading simple, but an excess could leave tablet users out in the content cold.
- Consider the fold. The fold is the point after which tablet users need to swipe in order to see more. Make sure the information above the fold on the tablet (in both portrait and landscape) is central to your brand. Think like a journalist and consider using an inverted pyramid style of writing, in which key points are presented first, followed by supporting, but less crucial, information.
- Choose sizes wisely. No matter how dainty, the breadth of a finger will never compete with the precision of a mouse’s pointer. Choose button sizes that are of a significant size, and easy-to-use for tablets. Likewise, remember that text that’s too small will require tablet zooming, whilst text that’s too large will require too much scrolling.
- Study the forms. For capturing data, forms are king; however, unnecessary fields, scrolling, and inferior functionality can make forms less than delightful on tablets. Keep forms simple for tablet users; ask only for necessary details.
- Ditch the drop-downs. Drop-down menus usually fall right off the tablet screen. Plus, they often require hovering and sliding – both of which can frustrate even the most proficient tablet user.
Surveys have been indicating that consumers prefer tablets for making purchases. The larger-than-smartphone screens and the ability to “touch” the products are quite desirable. Always test tablet versions of your website, with the intention of catering to this discerning, and ever-growing audience. Use a wide variety of tablet models, to ensure that every user’s experience, no matter his or her tablet manufacturer preference, will be stellar.
Remember, it takes less time for consumers to abandon your site than to struggle with it on a tablet, and if your brand’s website is giving a tablet user trouble, he or she will likely move on to your competitor. So please, grasp your market share: confirm that your brand marketing strategy includes provisions for ensuring that every tablet’s got a view.
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