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

1. Mobile Website Strategy
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2. 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
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3. Adoption growth – worldwide smartphone sales
(Source Gartner 2011)
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4. UK smartphones ownership
(Source Ofcom 2011)
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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)
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6. Mobile search engine optimisation
Content discovery
• Mobile Search Engine Optimisation
(MSEO)
• Mobile Pay Per Click (MPPC)
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7. Instant mobile engagement
Consumer
Consumer
Business
Consumer
Consumer
Business
Consumer
Consumer
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8. Mobile strategy – what to include
• Delivery
• Channel
• Context
• User experience
• User journeys
• Search
• Management
• Metrics
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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
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10. Define
user
journeys
Use multi-
Test with
variate
live
testing to
subjects
refine
Use
analytics
to gain
insight
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11. Mobile website landing page best practice
• Branding
• Content
• Navigation
• Vertical scrolling
• Accessibility
• Geo-location
• Flash
• Speed
• PC version links
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12. Mobile website strategy for
customer engagement
whitepaper
Download now
www.gossinteractive.com/mobile
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