Tag Archives: applications

Why tablet web? Why not? 6 reasons why tablet web is right for your brand.

I’m frequently asked why a brand that is currently seeing their tablet users converting at high rates on a non-tablet optimized website, should invest in optimizing their site for tablets.

If it ain’t broke, why fix it?



As many online retailers are starting to see the ranks of tablet customers swell in their online user base, this conversation of tablet web optimization begins to take on added significance.

An Adobe Digital Index Report issued last year reinforced the fact that tablets are providing online retailers new opportunities to engage customers in shopping experiences that are extending engagement, conversion, loyalty and retention.

As the WWDC keynote yesterday pointed out, many brands are seeing higher rates of conversion on tablets than on PCs.

As such, tablets are becoming an increasingly important component of the e-commerce toolkit for brands and businesses.

My response to the “why” question is usually long-winded and rambling.

Me? Long winded and rambling? Nooooo.

So I’ve decided to collect my thoughts and offer them here.

6 Reasons You Need a Tablet Optimized Site:

It was originally going to be 10 Reasons, but I started to lose steam after 5.

form and funciton

1. Form and function. The truth of the matter is that desktop sites were not designed for tablet use. The navigation for a desktop site and that of a tablet are different. The desktop relies on a mouse for point and click, while a tablet relies on a finger or stylus. While a user can select items using their finger on a desktop site from a tablet, it’s not as fluid and is more often than not frustrating. This frustration (of users attempting to select items on your site that are too small or poorly spaced) can be avoided entirely if your site is optimized for use on a tablet.

touch the screen

2. Tablets are for touching. One of the primary benefits of a tablet experience is the ability to touch the screen to access and manipulate content. A desktop site accessed from a tablet loses much of the ability to engage a visitor with tactile interaction. A tablet web site that incorporates standard gesturing into the user’s experience can enhance the overall interactivity of that experience and enables a user to easily access content elements. A site which a user cannot swipe through to see additional items, easily access menus, pinch, zoom, rotate or otherwise manipulate the screen (the way they can with native applications) significantly detracts from the inherent fluidity of tablet navigation.


3. Reduce clutter. The desktop site contains multiple levels of content designed for consumption on a PC. The best tablet web sites are designed in such a way as to remove clutter and reduce distractions. Each screen focuses on a core user task or piece of content, leaving a simplified experience for the user. Menus are tucked away or vanish when not being used, banners and ads cede to the more functional elements of the user experience.


4. KISS (Keep It Simple Stupid). Well designed tablet optimized sites provide utility with simplicity. Navigation is clean and intuitive with navigation elements that are easy to find. Simple design tends to enhance, rather than distract from, the user experience. By making it easy to move about your site, reducing the number of steps required to access desired content (without having to rely on clunky and distracting breadcrumbs or other extraneous navigation elements) you’re enhancing the user’s ability to interact with your brand and convert.

less is more

5. Less is more. Most websites are extremely complex jam-packed with content. This complexity rarely translates well into a mobile or tablet environment. In contrast mobile sites are built with simplicity in mind. There are fewer options, with only the core elements available to the user. Tablet websites should adopt the simple form of mobile, while simultaneously taking advantage of the larger form factor available to present content.

No White Space

6. Reduce white space. On a tablet, space is at a premium. Unlike the desktop, where users are used to seeing empty spaces, tablets are designed with as little empty space as possible. Since the majority of what tablet owners do with their devices is shop, eliminating white space and utilizing that space for some functional feature or page element (larger PDPs, compelling CTAs, or special offers) is key.

Ultimately, whether you make the leap to tablet optimized web goes to how you value your customers.

While they can use your desktop site from their tablets, they shouldn’t have to.

More importantly, you shouldn’t want them to.

You should want your users’ experience with your online properties to be optimized for the device they are consuming them from.

To be clear, in my opinion a native tablet app provides the best user experience, but if you’re testing the waters, then a tablet optimized web experience is the way to go.

In this age of tablets and mobile technology, optimization should be every brand’s highest priority.

If it’s not your’s, you’ve got to ask yourself, “why not?”


Filed under advocacy, digital advocacy, tablet web

I’ve got no Klout? Gimme a break!

I’m like a gangsta without a gun…I’ve got no Klout!

I just created an account on Klout and was appalled to discover that I had an influence rating of 10.


Mind you, the Klout measures influence on a scale from 1 to 100.

So you can imagine my shock to learn that I had the influence of a kumquat.

In my professional self, I regularly discuss influence as measured by services like PeerIndex, Twitalyzer and Klout, as points of reference for how individuals and entities can assess the impact of their social media.

But I hadn’t thought of the type of influencer I was.

I publish a blog for chrissakes!

True. I haven’t published very regularly since April…

And I’ve completely fallen off the wagon on Facebook…

Can’t recall the last time I pushed a flick up on Flickr either…

But of course I have influence!

I’m registered with virtually every social media platform (of significance) under the sun.

When I signed up with Klout, I registered my Facebook, Google+, Twitter, LinkedIn, YouTube, Flickr, WordPress and Instagram accounts.

Even though I’ve got a Blogger and Tumblr account, I left those ones out because I rarely use them (but perhaps I’ll go back in an add those too….hmm).

And every so often, folks comment on my blog posts, retweet my tweets, share my Facebook updates, watch my videos and generally seem to respond to my virtual ramblings.

But clearly not enough for Klout to feel that I have real influence!

Damn you Klout!

Now I’m not really smarting about my dismal Klout rating.

Yes I am.

But it does present a compelling case study for how influential one really is online.

Prior to registering with Klout, I had received numerous requests from friends and associates (via Facebook) to join Klout.

To me, it was yet another app fracturing my attention online, that I would have to show some love.

Unless, it’s one of those truly useful apps, that runs in the background, without you having to log in and actually do anything, and actually provides value, I’m sure it will go the way of many of the social media platforms/applications vying for users/user attention, and fall into obsolescence once the sheen wears off.

But who knows, I may find Klout truly useful and have a change of heart.

I doubt it.

The relationship with Klout has already started off a bit too rocky for my taste…

…an influence rating of 10…

Klout you’ve got some m*tha f*ckin’ nerve!

PS If you’re within the sound of my blog, please throw some K’s on a bruh!

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Filed under branding

Gesturing vs Stylus: Getting the most out of your iPad (aka My Journey From Darkness)

Your finger isn't the only game in town!

I’ve been rocking the iPad for just over a year now and it’s definitely become my ‘go-to’ device.

Having put my iPhone through its paces for several years now, stepping up to the iPad was a welcome respite to the limited form factor of the smaller (and more restrictive) iPhone.

Anyone who uses touch screen smartphones, is familiar with using gestures to manipulate the device and access features.

Pointing, pinching and swiping are all but second-nature to most.

On the iPhone, your fat fingers sometimes prevent you from executing the exact operation you were attempting.

But on the iPad, you’re far less prone to shoot off an email, when you were simply trying to add another address.

By and large, gesturing on the iPad is an effective and efficient means of getting things done.

So it was with benign curiosity that I approached using a stylus.

One of my good friends (and technology sensei) was the first person I saw using a stylus with their iPad.

Mind you, dude was pecking furiously, tap-tap-tapping away, and I was struck by how intimately focused he was on what he was doing.

I was more transfixed by how fluidly he moved from thing to thing.

And his fingers never touched the screen.

It was all about the stylus.

Seeing me mesmerized (I think I may have been drooling) he paused, and turned his attention to me.

You alright, B?

I was drooling.

When I finally came to, we talked at length, about our respective experiences with gesturing, and he shared with me his perspective on the differences between gesturing and utilizing a stylus.

What made the greatest difference for him, was the precision that using a stylus afforded over finger-based gesturing.

We both agreed that although you’ve got more room on the iPad, and the layout and location of buttons are a significant step up from the iPhone, there are still times when the fat-finger syndrome stymies your attempts to perform one task or another.

The more he talked, the more convinced I became that using my fingers on the iPad was the equivalent of a caveman trying to chisel rock with a bone.

Right then and there, I knew I had to cop one.

And as if he read my mind, my boy reached over into his drawer, and handed me my first stylus…(I have chills thinking about this)…a black Targus.

I felt like I had been knighted.

And from that day on, I was hooked.


The combination pen/stylus Kensington.

I’ve run through maaaaddd styli (or is it styluses?) since that day, trying out several brands before settling on (what I consider to be) the standard, the Kensington (a stylus and pen combo).

Even though there are certain things you can’t do with a stylus, that can only be accomplished through gesturing, like five-finger swiping to switch between screens, the trade-off is definitely worth it.

I’ve turned several folks on to adding a stylus to their repertoire, and they are grateful for the hook-up.

If you’re up on styli, and have already adopted it’s regular use into your steelo, excuse my enthusiasm.

But I’m a strong advocate for helping folks to increase the utility of their mobile/computing devices and enhancing their overall efficiency.

So what about you? Gesturing or stylus? I’d love to get your feedback.

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Filed under iPad, iPhone, mobile, opinion, technology