Using Movitas to design great mobile landing pages

Transcription

1 Using Movitas to design great mobile landing pages Introduction Mobile is the perfect lead development and customer relationship management vehicle. The personal and persistent nature of the device means that as a marketer, you have a great opportunity to engage your audience to get more customers and keep existing ones coming back. Starting from an advertising perspective, there are a number of ways you can advertise on mobile: text messaging (either using direct response methods or push- based messages to your opt- in list), display ads in iphone apps or mobile web sites, mobile search ads, and increasingly social media sites on mobile. But what happens after a consumer clicks on a web link in the text message you ve blasted to your list or clicks on the mobile display ad you ve developed? Where do they land? Where should they land? Are you able to convert curious consumers into well- qualified leads? While the results of a click can range beyond taking the viewer to a landing page (for instance taking them directly to placing a call), one of the most effective lead generation and CRM techniques on mobile is taking them to a landing page or mobile web advertisement that is designed for mobile. The mobile audience is desirable and more willing to engage with advertising when advertisers lead users to mobile- designed landing pages and micro- sites rather than to desktop- styled web sites. Landing page usability has always been a make or break factor for advertising effectiveness and it's even more so when it comes to mobile users. While a desktop- style site may be tolerated by some mobile users, a mobile- designed site will attract and retain mobile users, and yield an increasingly large and receptive audience. Landing pages need to be relevant for the consumer on the go, device- appropriate, and include an incentive for the consumer to participate. Relevancy Keep in mind that the consumer is not sitting at their PC, so the landing page is your chance to convert users into leads and customers while they are on the go. Make the call- to- action clear, use visually appealing images, and make sure the page loads quickly. Device- appropriate Your landing page should render a mobile- appropriate page on as many devices as possible. This is actually more difficult than it sounds and is an extremely important consideration as the user experience must match the device they are using. Incentive A good mobile landing page will not only be formatted for the mobile screen and browser but will also provide the consumer with something of value in return for the time they spend with you on their mobile device. The remainder of this paper gives you information on how to setup mobile landing pages with the Movitas system, which helps you easily design pages without having to worry about the intricacies of dealing with multiple device types, wireless networks, and other technical issues. You design for mobile, and we do the rest with our automated technologies. Page 1

2 Using Movitas The Movitas mobile design platform, combined with your creative efforts, is perfectly suited to creating and launching great mobile campaigns. The end result provides consumers with a fluid process that smoothly takes them from your mobile ad to well- crafted and mobile- appropriate landing pages. Landing pages may include lead/data capture forms, where information is captured into Movitas s database. This data can be exported to a file and is accessible using our application programming interface (API). There are three basic steps in your campaign creation and launch process: 1. Create a mobile landing page 2. Drive your mobile audience to the landing page 3. Measure your results Create a mobile landing page Movitas has a number of page types that are appropriate as landing pages: basic lead capture, enhanced lead capture, creative mobile ads, location/store finders: Basic lead capture The basic lead capture system provides a simple way to quickly design and deploy a standard form containing most frequently captured information. This gives you basic registration, RSVP, and lead captures methods. The basic setup steps are: Customize your form's look Customize your contact form elements Preview your form With this method, you choose from a standard set of fields including name, , address, city, state, zip, mobile phone number, wireless carrier, and contact preference (text, , both), and free- format text box (for user input). The form design tool and an example form on an iphone are shown below: Page 2

3 Enhanced lead capture For more advanced data capture needs, you use the Movitas system to design and activate your mobile advertising campaign s landing page. The basic setup steps are: Choose/create landing page fields and styles Choose form ac]ons Preview your form You choose from a preselected set of standard fields (e.g. name, , phone number) as well as create your own set of completely customizable form fields (with types including textbox, checkbox, text area, dropdown list, and label). Beyond the basic data capture, enhanced forms have a set of automated actions including: Labeling the user when the submit the form (for later segmentation of your data) Creating an automated response to the user Sending an notification to the campaign manager Passing the user information to an external system via the post to URL method Redirect the user to a new page after the information is submitted An example of Movitas s enhanced mobile ad landing page tool: Creative mobile ad pages With the right design solution - one that automatically detects the user's mobile device type to display the right graphical style as appropriate - advertisers can roll out creative to a broad mobile target audience and achieve maximum response rates and an enhanced return on ad spend to go with it. You can use the Movitas system to design and activate your creative mobile design for cases where you want to land users on product and brand information. The basic setup steps are: Page 3

4 Choose page type Design content or iden]fy content source Preview and launch Content for these mobile ad pages can be completely new from your creative efforts, can include content from existing web assets such as your PC- based website, and can pull content from external sources such as Blogs, Twitter, and YouTube. An example of the Movitas s creative design solution tool: Location/store finders Sometimes you may want to land users on a searchable mobile map containing one or more locations. They can then search this map, provide their starting address, and automatically get directions to any of the defined. Using the Movitas system, which is integrated with Google Maps, you follow a simple process to input, verify and launch your location/store finder: Insert loca]ons Verify on Google maps Preview and launch An example of the Movitas s location design solution: Page 4

5 Drive your mobile audience to landing pages Once you have created your landing pages, you next will determine how to drive mobile traffic to them. Ideas include integrating these pages for efforts such as text messaging, mobile display ads, in- application ads, mobile search advertisements, and social media (where mobile is gaining significant traction). This section describes two methods you can use to drive mobile traffic to your pages: Embed a mobile landing page clickthrough URL in any mobile ad or social media content Anywhere that you expect there to be a mobile audience, you want to ensure you give consumers a landing page experience that automatically detects their device, delivers the device- appropriate page, and contains an offer or call- to- action that ensures they complete the process. Movitas includes integrated tools to automatically shorten mobile landing page web links (with integrated analytics) or you can use third- party tools such as Bit.Ly to manually create shorter links to your landing pages. Create SMS campaigns and link them to mobile landing pages Marketers are learning that SMS marketing provides broad reach, unheard- of open rates and great response, and audiences are increasingly equipped with web- enabled mobiles and willing to click through from a text message to a rich mobile web experience. Combined, SMS text to web is altogether more effective than SMS alone. For example, using SMS in either direct response mode (consumer texts in to get information back about an offer) or in push mode (sending promotional offers to your previously opted- in list), you can easily send users to a mobile landing page that allows you to capture the data you need for a particular campaign. An example of how this works includes: Start with a simple text- to- join or text- for- offer call- to- action. The 160 character text message is the teaser bearing the call to action to click through. Auto- respond via SMS with a link to a mobile web landing page to request the consumer information. The click through can be a basic or enhanced form (designed above) that delivers rich creative conveying product messaging, branding, and offer details. If they provide the information, redirect them to a mobile special offer page. Follow through with an auto- response so your prospect has a record of the offer. Optionally have the data posted to almost any CRM system. Using the Movitas system, you will follow a simple process to design and activate your SMS- to- web campaign: Create the text message Select a redemp]on code Choose the mobile landing page Launch campaign Page 5

6 While Movitas includes integrated tools to automatically shorten mobile landing page web links (given the limited amount of space in an SMS, this is pretty important), you can still use third- party SMS systems combined with tools such as Bit.Ly to manually create shorter links to your landing pages. An example of the Movitas s SMS system with a mobile landing page containing rich graphics and details about the offer. Measure results Measuring the results of your efforts is always important. The Movitas system can capture a number of key measurements including: Number of text messages sent for an SMS campaign Number of responses for an SMS campaign Number of consumers opted- in from an SMS campaign Number of landing page hits Number of consumers opted- in from a landing page Also, when running mobile ads or social media outlets, you may want to track the number of mobile ad impressions and clicks- throughs. In addition, the Movitas system can automatically assign labels to users when they opt- in from an SMS or when they provide data to you via a basic or enhanced lead capture page. This is useful so you can later segment your list and do further campaign analysis and later run more targeted campaigns. Conclusion As stated earlier, the mobile audience is desirable and more willing to engage with advertising and audience engagement is highest when advertisers lead users to mobile- designed landing pages and micro- sites rather than to desktop- styled web sites. Landing page usability has always been a make or break factor for advertising effectiveness and it's even more so when it comes to mobile users. Page 6

7 We hope you found this document useful in planning your mobile campaign. Please visit us at or us for more examples and information. Page 7