From Met Office to Brittany Ferries, Olympic venues and some of the largest public sector bodies in the UK, GOSS Interactive will present real life client case studies and demonstrate how to develop a Mobile First strategy to deliver multi-channel customer experience. With over 7 million visitor to our clients sites each month, GOSS has seen mobile access in the UK increase from 13% a year ago, to 27% today and we project that this will be over 50% within the next 18 months. This session will help you to align your 'internet world' for a Mobile First economy. More info http://bit.ly/11gUKbG

1. Mobile First –
'Making Mobile core to your
Customer Experience
Simon Smith
Sales
Director
GOSS
Andy Orchard
Account
Manager
GOSS
Cassie Booth
Senior Website
Officer
D4U

3. www.gossinteractive.com

5. Native Application

6. Full App -pros
• Best UX
• App store
• Offline
• Full phone facilities
• Simple charging options

7. Full App -cons
• 3 to 4 Apps needed
• Expensive development
• Completely separate
• Offline may be restricted
• Integration
• Tracking

8. Mobile stylesheet /responsive design

10. Mobile stylesheet -pros
• Simple and cheap (maybe)
• Only one site
• Integration
• Less skills
• Less fragmentation (maybe)
• Tracking simple

11. Mobile stylesheet -cons
• Not native experience
• Less control
• Slow
• Not tailored
• Limited phone features
• Integration (maybe)
• Reduced design options
• Tracking obscured

12. Mobile Web – Fully Responsive

13. Mobile site –pros
• Good UX
• Focused content and
services
• Most phone capabilities
• Cheaper to build
• Maintenance
• Speed
• Integration
• Simple skillset
• Accessibility
• Tracking

14. Mobile site -cons
• Additional site
• Connected only
• Not native
• Integration (maybe)
• Tracking (maybe)

16. Growth of Mobile Access
6
13
20
27
35
43
52
0
10
20
30
40
50
60
Aug-11 Mar-12 Aug-12 Mar-13 Aug-13 Mar-14 Aug-14
%Mobile
Month
% of visitors via a mobile device
Based on over 5m unique visitors to GOSS customer sites in August

17. 17
Instant Mobile Engagement

18. Used for (local) decision making
– Service location
– Opening times
– Phone number
18
90% of smartphone searches resulted in an action such as
making a purchase or visiting a business. (Source Google)
Behaviour Changing

20. • Case Study – Dorset For You

21. Mobile First –
'Making Mobile core to your Customer Experience'
Mobile delivery during the Olympics
Cassie Booth | Senior Website Officer for
dorsetforyou.com
Weymouth beach – 05/08/12 – Ben Ainslie wins gold

22. Background
Dorsetforyou.com is the shared website for
Dorset County Council and the six district /
borough councils in the county
The 2012 Olympic and Paralympic sailing events
were held in Weymouth. During this time, my
team was tasked with:
• managing the council’s social media channels
• keeping visitors and residents informed of
events in the town and travel and transport
issues
• encouraging positive buzz and tourism
We anticipated higher levels of traffic reaching
our site through mobile devices and realised the
need for a mobile solution
Cassie Booth | Senior Website Officer for
dorsetforyou.com

23. Our approach
Why we didn’t choose an app:
Cost – expensive to develop (for each platform) and maintain
SEO – you can’t land on an app
Awareness – people may not know it exists
User experience – having to download & update it
Content – we wanted all of our content optimised for a mobile
Cassie Booth | Senior Website Officer for
dorsetforyou.com
There were three options available to us:
• An app
• A responsive design
• New templates created for mobiles

24. Benefits of mobile templates
• Look and feel is consistent with desktop
site - navigation familiar
• Auto redirection to the mobile version of
the site means instant access.
Useful when posting links through social
media
• All of our content is optimised
• Option to rewrite mobile specific content
• Best practise magnified. Encourages
concise copy
• Preview desktop page on a mobile
Cassie Booth | Senior Website Officer for
dorsetforyou.com
Option to create separate
version of content for mobiles

25. Desktop version:
Cassie Booth | Senior Website Officer for
dorsetforyou.com

26. Mobile preview:
Cassie Booth | Senior Website Officer for
dorsetforyou.com
Our editors can see what their
content will look like on a
variety of mobile phones, in
portrait and landscape before
it goes live.
We have also provided
‘Writing for mobiles’ training.

27. How the mobile version of our site was
used during the Olympics
Many people were on the go, so
predictably, popular content
viewed on a mobile was:
• Daily Events pages
• What was happening on the
beach (Live Site)
• Park and ride information
Since the Olympics, some less
obvious content has also proven
popular on mobiles - such as
planning application pages.
Cassie Booth | Senior Website Officer for
dorsetforyou.com

28. Mobile statistics
Cassie Booth | Senior Website Officer for
dorsetforyou.com
Percentage of traffic to dorsetforyou.com via a mobile device:
• Feb 2011 – 2%
• Feb 2012 – 5%
• June 2012 – m.dorsetforyou.com launches
• July 2012 – 17% peak of mobile traffic during the Olympics
• Jan 2013 – 16% peak during snow day
• April 2013 – 12% average daily traffic

29. Customer feedback
Cassie Booth | Senior Website Officer for
dorsetforyou.com
“the mobile site is
tasty”
Sep 11, 12, 9:24 am
“Mobile browsing is
awesome.”
Jul 03, 12, 2:57 pm
*Genuine anonymous
feedback, not necessarily
provided by Olympians

30. E-forms
• Optimised e-forms for mobiles
• m.dorsetforyou.com/flytipping
• Users can report an incident of flytipping from
their mobile phone and attach pictures to their
report
Cassie Booth | Senior Website Officer for
dorsetforyou.com

31. Localisation
GOSS have just helped us launch our localisation
functionality on the desktop version of the site, which
personalises our website to a user’s postcode.
In the coming months this will be rolled out to the
mobile site, and we will be looking to provide
information that is useful to a users current location:
• Transport and travel information
• Reporting graffiti, potholes, flytipping
• Rubbish/recycling collection dates
• Leisure centre opening times and classes
Cassie Booth | Senior Website Officer for
dorsetforyou.com

32. Cassie Booth
Senior Website Officer for dorsetforyou.com
c.booth@dorsetforyou.com
01305 252 353
Social media:
@dorsetforyou
facebook.com/dorsetforyou

33. Thank You
Any Questions?