At the Adobe Omni­ture EMEA Sum­mit, The Car­phone Ware­house (CPW), a lead­ing con­sumer tech­nol­ogy retailer that is part of Best Buy Europe deliv­ered a pre­sen­ta­tion about their mobile strat­egy.  Please click here to down­load the full story.

In the case study, the client dis­cussed how the launch of a mobile opti­mized web­site at the end of 2010 has impacted their busi​ness​.By using the Mobile Ana­lyt­ics pro­vided by the Adobe Online Mar­ket­ing Suite, the fol­low­ing key insights were received:

  • CPW lever­aged the Adobe Online Mar­ket­ing Suite to mea­sure “click-to-call” activ­i­ties from mobile phones and cor­re­late them with com­pleted calls to the sales call center.Specifically, the first ver­sion of the mobile site did not pro­vide e-commerce capability.Consequently, if a con­sumer is inter­ested in pur­chas­ing a mobile phone, they can choose the “click-to-call” func­tion from the prod­uct details page to reach the call cen­ter and com­plete the order.  CPW has seen con­ver­sion rates of up to 30% from this capa­bil­ity.
  • CPW has also dis­cov­ered that it can eas­ily drive the num­ber of vis­i­tors to its mobile-optimized site by spend­ing on mobile adver­tis­ing. The com­pany can launch a sta­tis­ti­cally sig­nif­i­cant mobile dis­play or search cam­paign for its mobile site for sig­nif­i­cantly lower invest­ment lev­els than on the desktop.
  • CPW learned that online vis­i­tors behave dif­fer­ently when they are using a mobile device. Because key­ing in infor­ma­tion is harder, users make more spelling errors and enter fewer search terms.

To learn more about Mobile Ana­lyt­ics and Opti­miza­tion Solu­tions from Adobe, please click here.