In the UK, 27% of all adults and 47% of teenagers now own a smartphone according to Ofcom and there are twice as many web-enabled mobile phones as there are PCs connected to the Internet. Unsurprisingly the top activity for smartphones users, apart from making phone calls, is to browse the web. Clearly engaging with customers on mobile devises is key for all organisations who want to maximise this channel opportunity.
What it is
The three approaches for delivering content and services on mobile devices are; native apps, mobile style sheets and mobile sub-sites (a section of your website which can have its own navigation, design and styling, and content shared with your main website).
Mobile sub-sites are the best choice to get the optimum balance between:
- Ease of content management
- Value for money
- Ability to engage customers
GOSS clients have access to fully functional mobile sub-sites for efficient customer engagement.
Benefits
There are numerous benefits to clients and end user engagement in having a mobile sub-site:
Client benefits
- Costs are kept down buy utilising existing Web Content Management software and hosting infrastructure.
- Optimised templates reduce build times and increasing speed of deployment.
- Brand and content can be maintained consistently via a single Web Content Management system - GOSS iCM.
- Stand out from inferior competitor websites, not optimised for mobile devices.
- No need to develop and maintain costly native apps for each mobile device.
- Training is not needed as content contributors will be familiar with the software already.
- Forms and other assets can be re-used. Existing transactions can be presented for customer engagement.
- Accessibility standards are maintained by the controls in GOSS iCM.
- Analytics is displayed within GOSS iCM to assist content creators understand user journeys.
End user engagement benefits
- Brand is presented consistently across digital channels.
- Customers have a better experience with easy and convenient browsing, information finding and buying.
- Mobile sub-sites have faster download times for quicker engagement.
- Greater engagement with mobile functionality, like geo-location/mapping for problem reporting or locating offices.
- Content is optimised for delivery to different devices to ensure optimum presentation.
- Stronger multi-channel / offline integration with advertising, promotional literature and events.
- Enhanced Mobile Search Engine Optimisation (MSEO) with mobile search engines.
- A more personal experience is delivered.
- Mobile sub-sites can be presented as apps, and even "downloaded" from app stores to give customers an app experience.
How it works
GOSS deliver mobile sub-sites as part of your main website and existing hosting infrastructure. The sub-site is managed in GOSS iCM, sharing content, forms, media (images, video etc) and assets but with different styling, navigation and design.
The existing best practice already defined in your main websites can be re-used, such as security, processes and workflow.
Styling for mobile sub-sites come out-of-the-box with clear, full width navigation. Content is rendered to fit specific device's screen size, including images and forms. Further more, user journeys can be understood and refined with the analytics displayed in GOSS iCM.
How to get it
Clients can purchase mobile sub-sites at any time to add to their existing infrastructure.
Mobile website strategy whitepaper
Deciding to delivery your mobile website as a sub-site is just one aspect of developing a mobile website strategy. This whitepaper examines user trends and what businesses can do to capitalise on the opportunities that mobile websites offer and includes:
- Macro trends
- Defining a mobile strategy
- Mobile website delivery options
- Defining and refining user journeys
- Mobile landing page best practice
Download your copy here
