mobile insights: expert answers to 5 essential questions

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DEMAND MORE FROM MOBILE Mobile insights: Expert answers to 5 essential questions Get the latest thinking from Sitecore ® Platinum Implementation Partners on how to create a winning mobile experience

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Page 1: Mobile insights: Expert answers to 5 essential questions

DEMAND MORE FROM MOBILE

Mobile insights: Expert answers to 5 essential questionsGet the latest thinking from Sitecore® Platinum Implementation Partners on how to create a winning mobile experience

Page 2: Mobile insights: Expert answers to 5 essential questions

1

Contents

Introduction ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 2

Question 1: Name the top three challenges companies face when they embark on mobilizing their digital experience� ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 2

About Sitecore’s Partner Program ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 2

Question 2: When is the right time for brands to focus on the mobile experience? What should brands have in place before thinking mobile? ����������������������������������������������������������������������������������������������������������������������������������� 3

Question 3: Most mobile apps require development—what advice would you give brands on how to choose a service provider? ��������������������������������������������������������������������������������������������������������������������������������������������������������� 6

Question 4: How do you recommend brands measure the success of their mobile experience? ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ 9

Mobile maturity: the path from walking to running ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 11

Question 5: To get an idea of where brands are on their mobile roadmap, what percentage of your clients would you say define “digital mobile experiences” as adaptive/responsive design? What percentage define the same as a mobile application that’s integrated with their web presence?��������������������������������������������������������������������������������������������������������������������������������������������������������������������� 14

Participating Platinum Implementation Partners ��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 14

About Sitecore ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ 16

Published 2/16� © 2001-2016 Sitecore Corporation A/S� All rights reserved� Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S� All other brand and product names are the property of their respective owners� This document may not, in whole or in part, be photocopied, reproduced, translated, or reduced to any electronic medium or machine readable form without prior consent, in writing, from Sitecore� Information in this document is subject to change without notice and does not represent a commitment on the part of Sitecore�

Page 3: Mobile insights: Expert answers to 5 essential questions

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IntroductionNo question about it, the mobile customer experience needs to be a top priority for IT and marketing alike in 2016� According to recent research1, nearly 80% of IT decision-makers have seen a positive return on investment from their company’s mobile app� But if your IT team isn’t resourced to manage development in-house, your web service provider or digital marketing partner will�

To help you think about your mobile experience strategy, we consulted Sitecore® Platinum Implementation Partners around the globe, asking them five questions whose answers will give insights and best practices for brands that are planning a mobile experience for their customers�

1. Name the top three challenges companies face when they embark on mobilizing their digital experience�

2. When is the right time for brands to focus on mobile?What should they have in place before beginning?

3. What advice would you give brands on how to choose a service provider for mobile?

4. How should brands measure the success of their mobile experience?

5. What percentage of your clients define mobile as“responsive/adaptive design” and what percentage consider mobile to be an application that’s integrated with their web presence?

This white paper curates Platinum Implementation Partner responses to these questions and more� We’ve also included advice from Sitecore Business Optimization Services

(SBOS), a team within Sitecore that helps both customers and partners assess and measure their digital maturity and achieve business success using the Sitecore® Experience Platform™� Read on to gain mobile insights from some of the best Sitecore experts�

1. Strategy: About two-thirds of the partners cited thatcompanies lack clarity around the right approach orthe right strategy as the Number One challenge theircustomers face in mobilizing the digital experience� Fromdeciding on a re-platform or a new implementationof an existing system, to understanding when to usenative mobile apps or a mobile web experience or acombination of both, to knowing how to leverage the fullpotential of mobile—it’s clear that partners think definingthe right strategy is a top challenge and one they areactively helping their customers address�

1 Red Hat Mobile Maturity Survey Oct� 2015�

About Sitecore’s Partner Program

When Sitecore customers begin deployment, they most always seek the help and partnership of a solution partner� Sitecore Solution Partners offer professional services ranging from customer experience strategy and persona research; to Sitecore implementation and integration with existing technology; to website information architecture, content strategy, and UX design; or custom application development; and more�

At the highest tier of Sitecore’s partner program, Sitecore Platinum Implementation Partners deliver on our complete vision for customer experience management at scale� They’re recognized within the industry for their thought leadership and have integrated Sitecore knowledge and best practices into every stage of the customer lifecycle�

Visit our website to learn more about Sitecore’s partner program or to find a partner�

Question 1: Name the top three challenges companies face when they embark on mobilizing their digital experience.

Page 4: Mobile insights: Expert answers to 5 essential questions

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2. Content and user experience: These two categories tied for the next most-mentioned challenge� Horizontal Integration answered, “Figuring out how best to tell their story in multiple form factors, and it’s true: This can be difficult�” Avanade Australia emphasized that mobile requires greater dependence on user experience research:

“The increased reliance on user experience research and design needed to build authentically mobile experiences [is a common challenge]� In a competitive market, it is insufficient to simply build mobile versions of existing experiences�”

3. Skillset/organization and omnichannel complexity: Almost half of the partners mentioned that many companies lack the right domain expertise and skillset for mobile, and others, like Oakton Services, pointed to “knowing how to organize for mobile” as one of the top challenges their customers face� NTT DATA articulated the challenge as “establishing a mobility center of excellence to be able to support initiatives from various business divisions within their organization�” Omnichannel complexity, or ensuring a seamless experience across channels, was mentioned as a top challenge about as frequently as skillset and organization� Perficient wrote, “Understanding how [users] interact across devices and where/what they engage with via each device, and measuring the omnichannel experience and where mobile plays throughout the experience” as common challenges they help customers address�

Other challenges included integrating complex enterprise and IT systems, using third-party tools that are “iFramed in” or not natively responsive, and managing diverse platforms on mobile� Not surprisingly, making the case to senior management for investing in mobile was the least mentioned challenge, mentioned by just a couple partners�

“If brands (except for maybe those that target older age groups) aren’t already focusing on mobile, they’re in danger of being severely dated, trailing behind

the competition, and losing the loyalty of existing customers� Brands need to think about their digital presence holistically, rather than having fragmented, inconsistent strategies for their different channels� Mobile needs to be part of a cohesive, connected story that’s delivered across every brand touch point� Additionally, organizations need to have a true understanding of who their customers are, how they interact with the brand, and their needs and expectations of the brand before moving forward with any of their digital initiatives, including mobile�”

— Divya Mathew, Velir

“Brands need to establish a mobile-first philosophy as the foundation of all digital engagements� The advent of the mobile revolution has instilled

a certain level of expectation in all consumers� This includes the need for all digital experiences to be

Question 2: When is the right time for brands to focus on the mobile experience? What should brands have in place before thinking mobile?

Most partners agree that if you haven’t started yet, you’re already behind; others recommend ensuring your house is in order before starting�

Page 5: Mobile insights: Expert answers to 5 essential questions

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intuitive, personalized, engaging, and omnichannel� Accounting for the mobile experience at the onset of any digital initiative will help ensure that these expectations are met� Brands need to establish a process and capabilities for mobile user experience design, development, and deployment prior to thinking mobile�”

— John Fleming, NTT DATA

“Those who haven’t already tried to mobilize their experience should consider the following:

1. Assess what you have. Chancesare that something has been done or attempted already� Better to know what the approach, challenges, and outcomes were before getting too far down a [new] build path�

2. Prioritize people over platforms and channels.As an example, let’s take a manufacturer whowants to impact its dealer satisfaction� Ratherthan building an app first and then understandingand evolving the use cases post build, architectfor the use cases and end-user needs upfront�In this case—where is engagement with dealersatisfaction working well, or not working at all? Atwhat points throughout a sales and service cycledoes a dealer engage with the manufacturer?Build to suit the net change you are looking todrive with the people first�

3. Take a holistic perspective of the user’s journey�This greatly enhances the chances of executing aholistic strategy, drives the desired outcomes forthe current execution, and helps the organization

think beyond just a software, hardware, and

technical path�”— Justin Calvo, Avanade

“NOW� The message to brands is: Your customers want to engage with you on mobile devices� If you haven’t optimized your digital experience

for mobile, you are running the risk of appearing irrelevant in their eyes� In May 2015 there were more mobile searches performed on Google than desktop searches� This trend will only continue to accelerate� Brands need an understanding of their customers, the devices they use (this data can be gleaned from their website analytics), and should have an idea of the tasks which their customers want to achieve on mobile�”

— Tim O’Neill, Reactive (part of Accenture Interactive)

“Given that our clients report anywhere from a third to three quarters of their traffic originating on mobile devices, the right time is about five years ago�

A brand that isn’t already thinking about mobile won’t be a brand much longer� We would propose brands develop a strong understanding of their audiences’ current mobile usage relative to general digital usage, and their growth curve(s) for mobile adoption� They need a solid understanding of the mobile capabilities they can potentially exploit and prioritize in a mobile experience (examples: location-based content; alerting)� And they need to begin planning for the impact mobile will have on their technology and marketing operations (e�g�, publishing workflow)�”

— Dave Michela, Horizontal Integration

Continued: When is the right time for focusing on mobile?

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“Mobile should be prioritized after companies update their brand and product architecture� ERP, CRM, and internal system integration efforts

should be tackled prior to the specific mobile project� I’ve seen multiple mobile initiatives become slowed down by these two aspects� Clear executive commitment and an internal alignment between marketing and IT towards a unified digital effort are also must-haves�”

— Jon Riekse, EPAM

“Now is the right time� It’s the world we live in—mobile experience needs to be at the core of any digital strategy� Without a mobile focus, brands risk

losing market share� Start with your customer at the center and set a clear picture for how you want to engage with them digitally, then extend mobilization incrementally�”

— Angie Lee, Oakton Services

“If your brand exists on the web, you should have a mobile strategy, and there is no better time than now� Customers expect a mobile version of

your digital experience� The only decision should be the level of investment and service that is appropriate� This could be anything from a mobile-enabled (responsive/adaptive) version of your existing website to potentially multiple, task-centric native mobile applications�”

— Kyle Burkholder, Avanade

“For the majority of clients, it should be the first effort of a new redesign or update� They should utilize analytics to confirm that a viable mobile audience

exists� Brands should have content that is ready for a mobile device screen size and presented clearly, so that the end user is able to quickly and without additional effort consume that information�”

— Tim Ahlenius, Americaneagle�com

“For most organizations, mobile should be the first step in a digital experience� Many of our clients are now thinking ‘mobile first’�”

— Joel Lipman, Deloitte

“For our clients, hospitals and health plans, the time is now� The majority of our clients have 30%+ of traffic coming from mobile devices� Several have

close to 50%� What they need to have in place is a) an understanding of how mobile form factor impacts content creation; b) a design picture that includes resolving pages at multiple form factors; and c) a rigorous approach to HTML/CSS quality assurance with clear priority of top form factors�”

— Paul Griffiths, MedTouch

“Brands should have a very clear understanding of the customer’s journey and the context in which the mobile experience plays a role� Mobile

will most certainly play a part in every customer

Continued: When is the right time for focusing on mobile?

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journey� They also need a magnetic content strategy that will drive ongoing engagement�”

— Jason Davey, Ogilvy

“Mobile should be managed as a priority in order to maintain meaningful relationships and long-term engagement with customers� But it’s

important to identify the strategy to go mobile and identify which functionality make sense to mobilize�”

— Roberto Nocera, Avanade

“Before thinking mobile, brands need to identify their target personas and behavioral requirements of each� They need to leverage analytics insight

to validate the growth of mobile usage of their customers and know which channels drive more mobile usage than others when developing specific strategies and tactics for each�”

— Ross Monaghan, Perficient

“Mobile should be the first thing customers consider when developing a new digital experience� If the customer is not redesigning the complete

experience, they should at least enable a separate adaptive experience�”

— Chris Spears, ARKE

“There are thousands of app development service providers out there, so settling on one can get daunting� Brands should consider evaluating the service provider

on the following:

■ Experience working on apps that have a similarscope and offer similar functionality

■ Portfolio and experience with organizations in similarindustries and with comparable target audiences

■ Commitment to understanding your business needsand goals

■ Importance given to strategy and design and UX, inaddition to the back-end engineering

■ Number of approved apps that the service providerhas published through the various app stores andsuccess of each in terms of customer satisfactionand engagement

■ Ability of the provider to offer long-term support andongoing enhancements”

— Divya Mathew, Velir

Question 3: Most mobile apps require development—what advice would you give brands on how to choose a service provider?

Look for a partner who sees mobile holistically; offers a full suite of services; and can connect the dots seamlessly between desktop, mobile, and an app�

Page 8: Mobile insights: Expert answers to 5 essential questions

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“Mobile development has been commoditized in recent years and the relevant capabilities are offered by just about any service provider� However,

the right service provider is one that views mobility not just as mobile development, but rather as part of a broader digital transformation strategy� This will help the brand to connect deeply with their consumer, deliver features across the broad spectrum of mobile devices, and engage with their consumer to ensure an outcome that results in increased consumer loyalty for a brand�”

— John Fleming, NTT DATA

“We encourage customers to think across a number of perspectives to choose their service provider:

■ Design: How well does that partnerscale across not just creativity but also strategy, innovation through to execution and designing for repeatability? How well does the partner connect with your agencies of choice and understand your internal builds of experiences? Can they think holistically across multiple pivots?

■ Insight: Can the partner help the organization thinkthrough the insight and information they want from the experiences and triangulate that with business outcomes? Can the partner help them understand and unify their data about the customer experience, enrich the data with more perspective, help them unlock insights, and then help enable it across the organization for further usage?

■ Technology: How can the service provider help tothink about the long-term durability of the mobile

experience? If the partner can think beyond the completion but also to the sustain part of the experience, through continuous innovation, then the customer is building durability into their site experiences� Consider contracting for outcomes and not just hours or specific deliverable�”

— Jeremy Bierlien, Avanade

“Choose someone who is willing to spend the time understanding your brand and your customers� Differentiate your app by choosing a

provider who will take a holistic view and consider the entire digital customer experience� You want a partner who can ensure a focus on quality is guiding every decision in the process and who considers your customer each step of the way�”

— Tim O’Neill, Reactive (part of Accenture Interactive)

“Pay close attention to the kinds of questions they ask you� Do they want to know about your entire digital ecosystem or are they focused only on

the mobile project at hand? If the latter, you may miss the opportunity to connect the new app to the rest of your digital operations via analytics, technology platform(s), and operations� Today there is absolutely no reason digital marketers should have to manually connect the dots between a desktop site, a mobile site, and an app� A good service provider knows this and can recommend options for consolidating operations as well as ensuring a seamless view of the customer journey across all screens�”

— Dave Michela, Horizontal Integration

Continued: Advice for choosing a service provider?

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“Pick a full-service agency� Having UX, content strategy, application development, and system integration in the same shop are keys to success�

Make your potential partner show live case studies, backed up with analytics on how they solved business objectives�”

— Jon Riekse, EPAM

“Change happens at a fast pace, so it’s important that potential partners have a culture that aligns with that of their customer� Any partner needs to be

focused on their customer’s customer, understand the business, and be responsive/agile�”

— Angie Lee, Oakton Services

“Mobile applications are now a core part of many organizations’ digital experiences� As platform and device capability has increased, so has

application complexity� Concerns such as time-to-market, maintainability, supportability, portability, and flexibility are just as relevant for mobile apps as they are for web and enterprise applications� It is for this reason that you should choose a service provider who:

■ Provides not only the design and user experienceskills but also the technical expertise to ensurethat your mobile app investments provide long-term value�

■ Don’t require proprietary middleware or usetechnologies that limit user experience�

■ Delivers end-to-end services—including boththe front end and back end—and can open up

further innovation opportunities and reduce risk� Innovative mobile apps and experiences are almost always built on the back of cloud services and systems integration�”

— Kyle Burkholder, Avanade

“Finding a service provider who is proficient in the native mobile app environments (iOS & Android) is the first step� Ensuring that they

have a strong knowledge of cross-development between native apps and websites in order to share information to ease future app and content updates is the second most important factor� Many app developers tend to build their projects out in a format that is not friendly to the marketer for making updates to the information within the app�”

— Tim Ahlenius, Americaneagle�com

“There are many people who can build an app, but building an app that customers continuously use requires a service provider who deeply

understands your business, customer expectations, and the differentiating features of native mobile platforms� You should seek proof of designing excellent customer experiences�”

— Joel Lipman, Deloitte

“We recommend selecting a service provider that leverages enterprise sites to deliver the content for mobile devices as opposed to one that builds

mobile applications�”

— Paul Griffiths, MedTouch

Continued: Advice for choosing a service provider?

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“Look for an end-to-end service provider that has a clear balance of skills between brand and content strategy, UX, visual design, and technical

competency—but also understands your brand and the culture of your audience�”

— Jason Davey, Ogilvy

“The mobile world is changing very fast� For this reason and to build a platform for future growth, the service provider should be able to prove experience

with multiple technologies and have strong user experience references�”

— Roberto Nocera, Avanade

“I would recommend choosing a partner based on their experience developing custom applications across a variety of industries—focused on both the

technology and business problem the application is trying to solve� It goes beyond understanding how to build the app and more about what the app will help in terms of both digitally transforming the business and better connecting through customers�”

— Ross Monaghan, Perficient

“Select a firm based on several criteria:

1. Separate the design of the appfrom its development

2. Select a design firm that has proofand experience building mobile app experiences (which are different from mobile web experiences)

3. Select a development firm based on your desirefor native apps vs� cross-platform compiled apps(distinct approaches)

4. Determine what content and experiencecomponents need to be compiled into the app vs�provided via a web service (this affects how changescan be made versus resubmission to the app store)

5. Define the testing matrix of phones, OS versions,and browsers that need to be tested

6. Understand how long-term support and updates willbe handled”

— Chris Spears, ARKE

“This will differ for each brand based on the goals and objectives they’ve established for their mobile experiences and the KPIs they have

defined as a result� With the appropriate personas in place, brands will be able to identify how often to connect with their customers, when to do so, and with what content to drive desired engagement on mobile� They should focus on using mobile to provide value to their customers and identify how mobile is contributing to their larger digital strategy�”

— Divya Mathew, Velir

Question 4: How do you recommend brands measure the success of their mobile experience?

Many partners say it depends on what you’re trying to accomplish, while others suggest specific metrics like fewer customer service calls, task conversion, usage rates, and patterns�

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“A successful mobile experience can be gauged by three primary outcomes that indicate the degree to which consumer needs are being met� The first is the

ease with which consumers can fulfill the transactions being supported by mobile, typically those of the standard business model provided by the brand� Second, a successful mobile experience will lead to an increase in consumer loyalty, by way of the level of engagement and ease of use that the experience provides� And finally, success in mobile should also include the ability for a brand to adapt their business models as they adopt new technologies� This adaptability will ensure that a brand remains relevant and engaging for its consumers�”

— John Fleming, NTT DATA

“Step 1: Measure success at the beginning of the project in terms of the business outcomes and set a benchmark for that performance, so

you can learn if you are impacting things in the right direction� This is particularly helpful in scenarios where you are leveraging multiple mobile, web, and other online and physical channels� Step 2: Plan to sustain the mobile experience� This is a long-term play� Often success needs to be defined by incremental innovation and finessing of the strategy over time� This is a key component to delivering a great customer experience over time and evolving your customer engagement strategy�”

— Justin Calvo, Avanade

“In order to have insights into how customers are using your app, you have to have analytics “baked in” to the app from the first release� There are a

variety of analytics providers available in the market� The more complex part of the process is measuring key metrics that show you how to make your mobile experience more relevant and useful to your users� In addition to mobile analytics, success should also be measured across the entire customer experience� For example, a successful mobile experience may also be reflected in positive sentiment on social media, or a decrease in the number of users completing lengthy web forms on a desktop computer� Brands should be clear on the goals unique to their customers before launching any mobile experience, and then constantly measure success against those goals�”

— Tim O’Neill, Reactive (part of Accenture Interactive)

“On one hand, it’s just another screen—the same KPIs you apply to a desktop experience should be relevant for a mobile device� On the other hand, the

fact that mobile devices are…mobile…makes you think differently about certain metrics� A simple example is location-based conversions: Are mobile users making effective use of your “find a store” feature and driving more walk-in traffic? At its essence, the fundamental question is: Can the user do what they set out to accomplish on their mobile device? This, of course, is critical with regard to millennials in particular� If they can’t connect with you on their phone, game over�”

— Dave Michela, Horizontal Integration

Continued: How to measure mobile success?

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Mobile maturityThe path from walking to runningBy Lars Petersen, SBOS Global Director

Sitecore Business Optimization Services’ (SBOS) Customer Experience (CX) Maturity Model and its Customer Experience Maturity Assessment help you evaluate your brand’s digital maturity and build a strategy for growth�

In the early stages of maturity, organizations that don’t have a mobile-optimized site need to make content accessible for the mobile-first customer and minimize high bounces and lost conversions� Typically, they will take the easiest path, which is having a responsively designed site�

Our CX Maturity Assessment data shows a steady trend that more and more organizations are getting mobile optimized, but it’s not enough to simply have a responsive website�

From the Radiate and Align phases of the maturity model, the focus shifts to the mobile customer, who is constantly on the move, owns and uses several different devices, and interacts with brands whenever and wherever is convenient for them�

Organizations in the Optimize phase will focus on shaping the mobile experience according to device, location, and context, evolving beyond responsive design to becoming a hybrid between responsive and adaptive design, where

Maturity

Stra

tegi

c va

lue

Customer ExperienceMaturity Model

Attract Convert Advocate

Initiate

Radiate

Align

Optimize

Nurture

Engage

Lifetimecustomers

Uses a “brochure site” presence on the web with email campaign capabilities and web analytics.

Focuses on distributing content across channels, starting with the customer’s most used channels. Examples include establishing a mobile site and sharing content on social networks.

Aligns digital initiatives with strategic and marketing  objectives. Content is optimized to focus on customer needs and intentions.

Focuses on optimizing digital initiatives. Uses a combination of analytics aimed at actionable insights, and then optimization is executed with testing and personalization.

Focuses on the customer and builds strong relationships through automated trigger-based dialog. Relevant conversations happen in the customer’s preferred channels.

Establishes the data infrastructure that connects online and o�ine customer data repositories into a central customer repository. Customer pro�le data can be used in real time for relevant one-on-one dialog across channels.

Optimizes the connected cross-channel customer experience by using real-time data and predictive analytics to anticipate the needs of customers and create timely, relevant one-to-one dialog.

Typical mobile- optimized site: responsive only

Contextualized site: the mobile experience is shaped, based on the context and in-the- moment behavior of the visitor

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the content delivered can take into account the device type (e�g�, iPhone vs� Android phone)�

In Nurture, the main focus is connecting digital touch points, so content changes based on customer behavior� Companies in Engage and Lifetime Customers phases prioritize integrating online and offline, so they’re delivering a fully connected, seamless, and contextual experience in which, for instance, their customers receive in-store push messages and coupons or other offers based on their location�

Perc

enta

ge

Year

Growth in mobile-optimized sites

2013

30

40

50

60

70

2014 2015

Optimized site Non-optimized site

48%

52%

57%

66%

43%

34%

The number of mobile-optimized sites has increased from 48% in 2013 to 66% in 2015� Source: SBOS CX Maturity Assessment

“Measure mobile task conversion—or success against intended, targeted, prioritized calls to action� Other success indicators include return

visitors and lower call center volumes for support of online, mobile transactions�”

— Jon Riekse, EPAM

“The success of a mobile experience will be dependent on two factors: what you want your customer experience to be, and what the business outcomes are

that you are trying to achieve� For some, this might look like a reduction in call center calls as customers enjoy a better mobile experience, for others it might be driven around business outcomes like an increase in sales or customers or cross-selling opportunities�”

— Angie Lee, Oakton Services

“Measuring the success of mobile experiences shares a lot in common with measuring the success of other digital experiences such as desktop

web� As a first step, a brand can utilize simple metrics around adoption, engagement (session length), retention (usage over time) and conversion� To truly measure success, end-user in-app actions must be mapped to a brand’s strategic and marketing objectives� Last, mobile apps need to be monitored to ensure they are available, responsive, and up to date�”

— Kyle Burkholder, Avanade

“Successful mobile experiences should be measured by analyzing user behavior analytics (e�g�, Hotjar and Google), application analytics,

conversion rates, total traffic, traffic by device, top landing pages, top exit pages, bounce rates, average

Continued: How to measure mobile success?

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time on site, and unique users� Brands will gain valuable insight with these measurements�”

— Tim Ahlenius, Americaneagle�com

“Measurement against business outcomes and customer engagement� This can be assessed through usage rates and patterns, goal and task completion,

monitoring and measuring customer feedback�”

— Joel Lipman, Deloitte

“We recommend teams review the efficacy of content actions on mobile compared to other form factors—in other words, when starting a

project with no existing mobile solution, we want to benchmark success and see mobile users make dramatic improvements�”

— Paul Griffiths, MedTouch

“Measurement should ultimately be against the business goal; however, customer funnel activity should also be measured so that you are able to

analyze, test, and adjust your strategy progressively�”

— Jason Davey, Ogilvy

“Mobile success should be measured by:

1. Adoption: As measured by thenumber of installs of the app (numberof downloads) or accesses for the

mobile website�

2. Engagement and usage: User engagement ismeasured by average session length� Session

length refers to the amount of time a user spends within mobile using the app or the responsive/adaptive website�

3. Retention: The number of active users dividedby the total number of installs� Active usersare defined by the engagement value� Thismeasurement can be used to establish trends�

4. Conversion: This measures how many users whobegin business processes enabled by mobileexperience get through to completion�

5. Exceptions: The ratio of crashes or issues duringthe sessions� This measure the quality of themobile experience from the user prospective�”

— Roberto Nocera, Avanade

“There is qualitative and quantitative measurement� I would define the KPIs for the specific action or experience they are intending to measure�

Understand how the users within the mobile segment interact via this KPI and adjust accordingly�”

— Ross Monaghan, Perficient

“Identify KPIs that are relevant to the mobile experience (engagement, utility, etc�)� Define the method in which the KPIs will be measured� Determine a

baseline for the KPIs prior to beginning�”

— Chris Spears, ARKE

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Participating Platinum Implementation Partners

Divya Mathew Marketing & Communications Manager Velir United States velir�com Sitecore partner since 2006

John Fleming Senior Manager NTT DATA, Inc� United States nttdata�com Sitecore partner since 2005

Justin Calvo & Jeremy Bierlien Global Digital Marketing Strategy Lead Sr� Director Technical Sales Avanade Global United States avanade�com Sitecore partner since 2012

Tim O’Neill Managing Director Reactive (part of Accenture Interactive) Australia reactive�com Sitecore partner since 2009

Dave Michela VP, Strategy & Services Horizontal Integration United States solutions�horizontalintegration�com Sitecore partner since 2003

Jon Riekse Sr Director, Technology Solutions EPAM United States epam�com Sitecore partner since 2007 (from NavArts Acquisition)

Angie Lee Director – Partners Oakton Services Australia oakton�com�au Sitecore partner since 2004

Question 5: To get an idea of where brands are on their mobile roadmap, what percentage of your clients would you say define “digital mobile experiences” as adaptive/responsive design? What percentage define the same as a mobile application that’s integrated with their web presence?

Partners’ answers appear evenly split on this issue, but many claim it’s not an either-or definition� For them, both responsive/adaptive and an integrated app contribute to the digital mobile experience�

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15

Kyle Burkholder Vice President - Australia Digital Lead Avanade Australia avanade�com/au Sitecore partner since 2012

Tim Ahlenius Director of Experience Marketing Americaneagle�com United States americaneagle�com Sitecore partner since 2011

Joel Lipman Partner Deloitte Australia deloittedigital�com�au Sitecore partner since 2010

Paul Griffiths CEO + Founding Partner MedTouch United States medtouch�com Sitecore Partner since 2009

Jason Davey Head of Digital Ogilvy Australia ogilvy�com�au Sitecore Partner since 2007

Roberto Nocera Digital Marketing Architect Avanade Italy avanade�it Sitecore partner since 2012

Ross Monaghan Managing Director, Digital Marketing Perficient United States perficient�com Sitecore Partner since 2005

Chris Spears Chief Marketing Technologist ARKE United States arke�com Sitecore Partner since 2009

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White paper // Mobile insights: Expert answers to 5 essential questions

About Sitecore Sitecore is the global leader in experience management software that enables context marketing� The Sitecore® Experience Platform™ manages content, supplies contextual intelligence, and automates communications, at scale� It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, in real time� More than 4,600 customers—including American Express, Carnival Cruise Lines, easyJet, and L’Oréal—trust Sitecore for context marketing to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue�

Visit us at sitecore�net

For more on Sitecore’s mobile experience, go to:siteco�re/mobile-marketing-LP and siteco.re/Mobile-Experience