Mobile website strategy for customer engagement

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As more users adopt mobile devices it is important for businesses to understand mobile website usage and customer requirements, which may be similar to your PC website.

Deciding to deliver your mobile website as a sub-site is just one aspect of developing a mobile website strategy. This presentation examines user trends and what businesses can do to capitalise on the opportunities that mobile websites offers.

www.gossinteractive.com/mobile

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Mobile website strategy for customer engagement

  1. 1. Mobile Website Strategy 1
  2. 2. AgendaMobile marketing macro trendsInstant mobile engagementBehaviour changingMobile Search Engine OptimisationMobile delivery optionsUser JourneysMobile website landing page best practiceWhat to do now 2
  3. 3. Adoption growth – worldwide smartphone sales (Source Gartner 2011) 3
  4. 4. UK smartphones ownership (Source Ofcom 2011) 4
  5. 5. Behaviour changing Used for (local) decision making • Store location • Opening times • Phone number 90% of smartphone searches resulted in an action such as making a purchase or visiting a business. (Source Google 2011) 5
  6. 6. Mobile search engine optimisation Content discovery • Mobile Search Engine Optimisation (MSEO) • Mobile Pay Per Click (MPPC) 6
  7. 7. Instant mobile engagement Consumer Consumer Business Consumer Consumer Business Consumer Consumer 7
  8. 8. Mobile strategy – what to include • Delivery • Channel • Context • User experience • User journeys • Search • Management • Metrics 8
  9. 9. Mobile website delivery options 1. Native apps • Apps that customers download 2. Mobile style sheets • Mobile version of your website 3. Mobile sub-sites • Mobile styling and tailored or shared content 9
  10. 10. Define user journeysUse multi- Test with variate livetesting to subjects refine Use analytics to gain insight 10
  11. 11. Mobile website landing page best practice • Branding • Content • Navigation • Vertical scrolling • Accessibility • Geo-location • Flash • Speed • PC version links 11
  12. 12. Mobile website strategy forcustomer engagementwhitepaper Download now www.gossinteractive.com/mobile 12

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