Mobile Website Strategy

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Agenda

Mobile marketing macro trends

Instant mobile engagement

Behaviour changing

Mobile Search Engine Optimisation

Mobile delivery options

User Journeys

Mobile website landing page best practice

What to do now

Adoption growth – worldwide smartphone sales

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(Source Gartner 2011)

UK smartphones ownership

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Behaviour changing

Used for (local) decision making

• Store location

• Opening times

• Phone number

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90% of smartphone searches resulted in an action such as

making a purchase or visiting a business. (Source Google 2011)

Mobile search engine optimisation

Content discovery

• Mobile Search Engine Optimisation

(MSEO)

• Mobile Pay Per Click (MPPC)

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Instant mobile engagement

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Business Consumer

Consumer

Consumer

Business Consumer

Consumer

Consumer

Mobile strategy – what to include

• Delivery

• Channel

• Context

• User experience

• User journeys

• Search

• Management

• Metrics

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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

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Define user

journeys

Test with live

subjects

Use analytics to gain insight

Use multi-variate

testing to refine

Mobile website landing page best practice

• Branding

• Content

• Navigation

• Vertical scrolling

• Accessibility

• Geo-location

• Flash

• Speed

• PC version links

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Download now

www.gossinteractive.com/mobile

Mobile website strategy for

customer engagement

whitepaper

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