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 business.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.