Becker Professional Education<br />Mobile Website, Digital Marketing<br />
Surfing Mobile<br />Who is Becker?<br />Why we made mobile a priority<br />Mobile Project<br />After launch - results<br /...
Becker Professional Education<br />Becker is a global leader in exam preparation and continuing professional education, gu...
Why mobile became a priority<br />The number visitors accessing the CPA website via mobile devices nearly quadrupled from ...
Website needed to be accessible on mobile devices to:<br />Improve user experience for those using mobile devices<br />Imp...
Mobile Design<br /><ul><li>Simple navigation-focused design.
Larger buttons to ensure accuracy navigating.
Courses & Products, Schedules are the highest priority based on mobile analytics.
Design & best practices = Simplify
Simplify creative design
Simplify content</li></li></ul><li>Mobile Website Development<br />Existing CMS in place with thousands of pieces of conte...
Launch<br /><ul><li>Simple subdomainm.becker.com m.stalla.com
Files live in a separate directory structure for flexibility, but are published from the same CMS files for easy management
Global redirects from main site to mobile site for mobile devices based on incoming user agent</li></li></ul><li>Challenge...
Metadata and Search Considerations<br />Website indexed<br />becker.com<br />Full Site<br />Search results<br />Mobile<br ...
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Mobile Website and Digital Marketing for Becker Professional Education

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An overview of Becker’s digital marketing efforts including mobile sites, paid and organic search, banner campaigns, social media, and most recently behavioral and retargeting.

For more than 50 years, Becker Professional Education has been a global leader in exam review and continuing education for accounting, finance and project management professionals. With the shift towards mobile, learn how Becker worked with Duo Consulting to develop a mobile strategy including website integration, content strategy and key performance. Join Yasmeen Schuller and Jaime Smith to learn how they were able to integrate a mobile strategy into the existing platform, along with a review of other digital marketing efforts.

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Mobile Website and Digital Marketing for Becker Professional Education

  1. 1. Becker Professional Education<br />Mobile Website, Digital Marketing<br />
  2. 2. Surfing Mobile<br />Who is Becker?<br />Why we made mobile a priority<br />Mobile Project<br />After launch - results<br />Mobile considerations & next steps<br />Digital Marketing – Social, Paid, Behavioral Marketing<br />
  3. 3. Becker Professional Education<br />Becker is a global leader in exam preparation and continuing professional education, guiding nearly half a million individuals in the fields of Accounting, Finance, and Project Management.<br />Becker’s CPA Exam Review.<br />
  4. 4. Why mobile became a priority<br />The number visitors accessing the CPA website via mobile devices nearly quadrupled from 2009 to 2010. <br />CPA candidates began enrolling using their mobile devices.<br />Becker began selling mobile apps for the Flashcards product.<br />
  5. 5. Website needed to be accessible on mobile devices to:<br />Improve user experience for those using mobile devices<br />Improve page views average per user<br />Decrease bounce rates (those on mobile devices leaving after 1 click)<br />Increase web-based sales using mobile devices<br />Website support of mobile devices reflective of company’s commitment to mobile<br />
  6. 6. Mobile Design<br /><ul><li>Simple navigation-focused design.
  7. 7. Larger buttons to ensure accuracy navigating.
  8. 8. Courses & Products, Schedules are the highest priority based on mobile analytics.
  9. 9. Design & best practices = Simplify
  10. 10. Simplify creative design
  11. 11. Simplify content</li></li></ul><li>Mobile Website Development<br />Existing CMS in place with thousands of pieces of content = huge value <br />Don’t waste it!<br />Utilize existing CMS to manage content in a familiar environment<br />Quickly create mobile content pages based on existing pages<br />Create mobile specific content fields that override base content if populated<br />
  12. 12. Launch<br /><ul><li>Simple subdomainm.becker.com m.stalla.com
  13. 13. Files live in a separate directory structure for flexibility, but are published from the same CMS files for easy management
  14. 14. Global redirects from main site to mobile site for mobile devices based on incoming user agent</li></li></ul><li>Challenges with Google Analytics<br />Google Analytics now recommends using server side page tracking code for mobile sites versus the standard Javascriptsnippet.<br />eCommerce tracking:<br />Server side page tracking code + JavaScript snippet<br />
  15. 15. Metadata and Search Considerations<br />Website indexed<br />becker.com<br />Full Site<br />Search results<br />Mobile<br />Redirect<br />m.becker.com<br />
  16. 16. Results: Comparing April, 2010 to April, 2011 <br />April, 2010<br />April, 2011<br />Up 50%<br />Up 10%<br />Down 7%<br />Mobile revenue increased by 376%<br />
  17. 17. Mobile Considerations and Next Steps<br />jQuery vs. Flash <br />Current website incorporates Flash elements on homepage and informational guides throughout the website.<br />Flash doesn’t work on iPhone, iPad<br />New redesign replaces most of the Flash with jQuery interactive elements throughout the site.<br />Mobileadvertisingand paid search test to begin this summer.<br />Integrate test of QR codes with tracking to determine usage/user acceptance.<br />Each new page that rolls out needs a mobile version.<br />
  18. 18. Digital Marketing<br />Initiatives and Results<br />
  19. 19. Social Media<br />Facebook<br />Facebook Events<br />Twitter<br />YouTube<br />LinkedIn<br />
  20. 20. Questions?<br />

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