Mobile Optimized Websites Mobile-Optimized Websites
WHY YOU NEED A MOBILE WEBSITE The Mobile Web is Here According to Gartner Inc., by 2013 mobile phones will be the most common device used to access the Web. A growing part of your audience is already finding your website through mobile search, the most popular activity on a mobile phone. Mobile users don t need in most cases don t want their mobile device to present the same Web experience as a desktop browser. What they re looking for is the content that brought them to your website, and they want that content presented in context in a clean and compelling fashion, optimized for their mobile device. Guarantee that you re offering your audience the best Web experience possible. With Ektron s emobile tools, built into the Ektron web content management platform, create engaging online experiences for your audiences and enhance your customers relationship with your online brand, whether they visit your site from their desktop or mobile device. Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
EXPONENTIAL GROWTH Mobile Usage is Growing Exponentially 11 percent of Web traffic worldwide is mobile Mobile traffic to sites increased 32 percent during 2010 80 percent of adults (18+) owned mobile phones in 2010 65 percent of young adults (ages 18 29) who own cell phones use them to access the Web Approximately 89 million people in the United States have accessed the mobile Web in the past year 53 percent of Americans who access the Internet from their phone do so at least once per day 1
THE MOBILE EXPERIENCE What Mobile Experience Are You Offering Your Audiences? Context is the key to providing Web experiences that deliver results. In the case of Mobile, the context is that visitors are accessing your website from a mobile device, usually with a task in mind whether that task is to find information, to look up a location or to make a purchase. The best performing sites will be the ones that match content to context, to help visitors achieve their goals with as little friction as possible no matter how they choose to access your site. If visitors come to your site through a Search, they don t want to click through multiple, slow-loading, hard-to-read pages designed for the desktop. Or if prospects have arrived on your landing page via an email marketing campaign, you definitely want that page to display correctly on any device a prospect is using. 2 The One Web principle advocates that Web access from a mobile device should be as simple, easy and convenient as Web access from the desktop. But One Web doesn t mean that exactly the same content must always be available in exactly the same way from any given URL. The context in which content is to be displayed must be addressed. Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
MOBILE SITE OR APP? Your Mobile Strategy One common question when considering a mobile strategy is, Do we need to build a mobile-optimized website, or create a mobile application? Success in Mobile really begins with understanding your audience s needs. Determine your objectives to grow revenue, cut costs, increase efficiencies, to better serve your audience and then build a mobile strategy to achieve those objectives. The final step is to choose the technologies that will enable you to implement your strategy. In general, mobile browser-based solutions will offer a much larger reach to your audiences than a mobile application and will allow a business to use the same resources as they employ to build their standard website. If you decide to build a mobile app, what platform should you build for iphone, Android, both? Where will you find the resources to build that mobile app? These challenges can be avoided by implementing a mobile website. The new HTML5 standard incorporates features such as video and high-end animation that were previously dependent on third-parties such as Adobe Flash and Microsoft Silverlight. Mobile websites can incorporate these rich media features without losing potential visitors. Whatever mobile strategy you choose, Ektron has the tools and expertise to support it and help to ensure your success. 3
CONSIDERATIONS WHEN BUILDING... What do you want your Mobile Website to Be? There are a variety of factors that need to be considered when optimizing content in the context of mobile visitors: 4 Consider Context What parts of your site will most mobile visitors access? What site features should be included? Factor in screen real estate Repurpose only core body content Remove left and right navigation regions Avoid templates that require zooming Think navigation in the context of mobile Enable visitors to achieve tasks with as few clicks as possible Use a vertical mobile navigation at the bottom of each page Leverage device capabilities Add calls to action Provide a Click to Call button Target content based on visitor location Mobile micro-site or complete mobile-optimized site? Ektron can be used to build either micro- or mobile-optimized sites A mobile micro-site may be the best option when you need to go mobile quickly Create specific mobile content aligned to visitor goals (directions, company overview, etc.) Re-direct mobile visitors to micro-site content Make every page on your site mobile-aware A full mobile-optimized site is a better long-term solution No matter where a visitor lands (such as arriving on a product page through a Google Search), site content will display properly Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
... A MOBILE WEBSITE 5
EKTRON TOOLS FOR MOBILE Build Your Mobile Website with Ektron Ektron s emobile tools are a key component of the Ektron web content management platform, technology that powers the sites of some of the largest companies and brands in the world. Core features of the Ektron platform include: Authoring Tools - Ektron simplifies the process of creating and publishing web pages, micro-sites and marketing campaign content; optimizing that content for both desktop and mobile viewing. Content Targeting - Ektron personalizes the mobile experience by matching content to your visitors reasons for coming to your site. Deliver content relevant to a visitor s current location. Display promotions based on a visitor s Facebook Social Graph and more! 6 Multivariate Testing - Experiment with different page layouts, images, copy, call-to-actions and other content to define the best pages that deliver the best results for mobile visitors. In-Context Analytics - Get real-time, real-world information on how mobile visitors are using your site and what content is most important to that audience. Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
... AND MORE Ektron emobile Tools Features & Benefits Auto-detect both the device and browser being used and deliver content optimized for that device Separate content from presentation with Ektron desktop and mobile templates. Present the same content easily in multiple formats. Content can be associated with any platform and displayed in different layouts based on that platform Deliver your site on both desktop and mobile devices with minimal effort Test your mobile site on your desktop with the Ektron Mobile Emulator, an interface that replicates the mobile experience. Preview desktop and mobile content within the Ektron CMS, ensuring your site will always be presenting the best Web experience to visitors Combine Ektron s geolocation features with a mobile device s location capabilities to deliver unique visitor experiences Uncover the best combination of content, layout and messaging for mobile viewers through Ektron s multivariate testing Use Ektron in-context analytics for quality information about what content is most important to your mobile audience 7
MEASURE & OPTIMIZE Optimize Your Site to Meet Visitors Goals Anything that can be measured can be optimized. Discover how your content is being used. Track activity, trends and popular areas. The Ektron in-context analytics model gives you information about how mobile visitors are using your site and what content is most important to that audience. 8 Visitor information captured by the Ektron platform can include such data as originating domain, GeoIP, marketing campaign ID, and more. Armed with that information, gain a complete understanding of your mobile visitors their demographics, attitude and behavior, the paths and actions they are taking and then optimize your site specific to their actions. Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
EKTRON MOBILE IN ACTION Case Study: University of Tampa Today, 23 percent of college-bound students are accessing university websites from a smartphone. And 24 percent of students recently responded to a survey by noting that they would take a college off their list after a poor Web experience. Just as corporate decision-makers do, college-bound students draw conclusions about the quality of a school or business brand based on the quality of their website. The University of Tampa (UT) wanted to ensure the site visitor had a great experience with their site not only from a PC, but also from a mobile device. The University of Tampa (www.ut.edu/mobile) Ektron-powered mobile site allows easier and quicker access to campus information for people on the go. Through the Ektron web content management platform, the UT Mobile website is seamlessly integrated with its full website and accessible from a wide variety of devices. 9
BOOST SALES EFFECTIVENESS email Empowerment Ektron provides more than mobile content management capabilities. When keeping close track of projects or group activities is important, use Ektron s mobile engagement capabilities to stay informed whatever the time, wherever you are. Subscribe to blog posts, group work areas, even collaborative documents. Receive email notifications and documents as email attachments. Use your email to reply to posts in message boards, community groups and activity streams and see your email become a new post in the relevant area. Using Ektron mobile email features, off-site personnel can do much more than simply receive notices of activities occurring on their intranet. For example, customer updates collected through an activity stream can be emailed automatically to each member of a sales team. Replies sent through a salesperson s email client are posted back to the intranet, no matter where that salesperson s travels have taken him. When a sales team needs to collaborate on a document, files are sent as attachments to mobile team members who can then check out and make changes to the document on their mobile device. When the updated document is emailed back, it is automatically added it to the appropriate group space as a new version of the document being worked on, tracking all historical information. 10 Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
PUT YOUR SITE IN THEIR POCKET Mobile: The Internet in Your Customer s Pocket Going mobile gives your customers easy access to the online content and services they expect from your website finding products or services, reviewing news and information, shopping, looking up directions and more. All done right from their mobile device all on the go! Ensure that your content and messages are delivered consistently no matter how your audience accesses your website. Ektron s content management system and emobile tools allow you to easily repurpose the content of your main site using all the features of the same powerful web content management system you use to publish your full website. Go Mobile today with Ektron without compromising your customer s experience or your ability to manage your site s content. For more information, please contact your Ektron representative or visit: http://www.ektron.com/mobile. 11
SOURCES & ADDITIONAL READING 12 Sources cited in this brochure include: The Mobile Web Optimization Guide - http://dev.opera.com/articles/view/the-mobile-web-optimization-guide/ The Mobile HTML5 website - http://www.mobilehtml5.com/ Pew Research Center - http://pewresearch.org/ ComputerWorld - http://www.computerworld.com/ University of Tampa (http://www.ut.edu) Comscore - http://comscore.com CNN - http://www.cnn.com/ Gartner - http://www.gartner.com GIGAOM - http://gigaom.com/ Copyright 2011Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
ABOUT EKTRON Marketing Optimization Web Content Management Social Software By combining web content management (WCM), marketing optimization and social software, Ektron s software and solutions improve operational efficiency, drive revenue growth and build customer loyalty. Ektron empowers marketers to create, publish and optimize web content that engages, converts and retains customers. Developers benefit from Ektron s extensibility and commitment to the Microsoft.NET framework. Headquartered in Nashua, New Hampshire, with offices in Australia, Canada, Singapore and the United Kingdom, Ektron has more than 8,000 customers worldwide including Carnegie Hall, Home Depot, Kodak, Microsoft, NASDAQ, Texas Children s Hospital and the University of Notre Dame. Ektron executives are software and web content management industry veterans who have many years of experience building successful development, sales and financial organizations within technology companies. 13
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