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

2. 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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4. GOSS Clients

5. ONLINE CUSTOMER EXPERIENCE MANAGEMENT

6. www.gossinteractive.com/mobile

9. Growth of Mobile Access Based on over 5m unique visitors to GOSS customer sites in August

10. 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. 11 81% of smartphones owners browse the web 79% use smartphones to make decisions whilst out shopping Instant Mobile Engagement

16. Full App

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

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

20. Mobile stylesheet and responsive design

21. Mobile stylesheet

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

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

24. Mobile site

25. Mobile site –pros Good UX Focused content and services Most phone capabiities Cheaper to build Maintenance Integration Simple skillset Accessability Tracking Speed

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

27. Branding and Content

28. Mobile Navigation

30. GEO - basic

31. GEO - mapping

32. GEO - augmented

33. Speed

36. Final Considerations Features (often forgot) –Latest Browsers –It’s a Phone Missing features –Flash –Keyboard

37. www.gossinteractive.com/mobile

38. Nottingham City Council 9% of traffic in September 2011 22% of traffic in September 2012 (increase over year 13%)

39. London Borough of Bexley 8.8% of traffic in September 2011 21.7% of traffic in September 2012 (increase over year 13%)

40. Broxtowe Borough Council 10.3% of traffic in September 2011 24.8% of traffic in September 2012 (increase over year 14.5%)

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49. www.gossinteractive.com/mobile

50. ONLINE CUSTOMER EXPERIENCE MANAGEMENT www.gossinteractive.com/mobile

51. www.gossinteractive.com

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