ONLINE CUSTOMER EXPERIENCE MANAGMENT Mobile websites and writing for the mobile web Andy Orchard Mobile Specialist ONLINE CUSTOMER EXPERIENCE MANAGMENT The web has gone mobile Mobile Web strategy Delivery options Full app Mobile style sheet Mobile sub-site Mobile Web best practice Managing multi-channel Writing for mobile web Q&A 3 GOSS Clients ONLINE CUSTOMER EXPERIENCE MANAGEMENT Growth of Mobile Access Based on over 5m unique visitors to GOSS customer sites in August Used for (local) decision making Service location Opening times Phone number 10 90% conversion rate 90% of smartphone searches resulted in an action such as making a purchase or visiting a business. (Source Google) Behaviour Changing Technology 11 81% of smartphones owners browse the web 79% use smartphones to make decisions whilst out shopping Instant Mobile Engagement Full App Full App -pros Best UX App store Offline Full phone facilities Simple charging options Full App -cons 3 to 4 Apps needed Expensive development Completely separate Offline may be restricted Integration Tracking Mobile stylesheet and responsive design Mobile stylesheet Mobile stylesheet -pros Simple and cheap (maybe) Only one site Integration Less skills Less fragmentation (maybe) Tracking simple Mobile stylesheet -cons Not native experience Less control Slow Not tailored Limited phone features Integration (maybe) Reduced design options Tracking obscured Mobile site Mobile site pros Good UX Focused content and services Most phone capabiities Cheaper to build Maintenance Integration Simple skillset Accessability Tracking Speed Mobile site -cons Additional site Connected only Not native Integration (maybe) Tracking (maybe) Branding and Content Mobile Navigation GEO - basic GEO - mapping GEO - augmented Speed Final Considerations Features (often forgot) Latest Browsers Its a Phone Missing features Flash Keyboard Nottingham City Council 9% of traffic in September % of traffic in September 2012 (increase over year 13%) London Borough of Bexley 8.8% of traffic in September % of traffic in September 2012 (increase over year 13%) Broxtowe Borough Council 10.3% of traffic in September % of traffic in September 2012 (increase over year 14.5%) 43 44 45 46 47 48 ONLINE CUSTOMER EXPERIENCE MANAGEMENT ONLINE CUSTOMER EXPERIENCE MANAGMENT Mobile websites and writing for the mobile web Andy Orchard Mobile Specialist