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

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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 –It’s 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%)

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ONLINE CUSTOMER EXPERIENCE MANAGEMENT

ONLINE CUSTOMER EXPERIENCE MANAGMENT Mobile websites and writing for the mobile web Andy Orchard Mobile Specialist