Do you have a sale, other promotion, or a special messaging you want to deliver to a targeted audience? An audience likely on the go, busy and best reached via a mobile device. In the summer of 2012 it was not uncommon to see mobile usage rates of 15-40% depending upon the business sector, user demographic and psychographic. At the close of 2013 we have a client doing better than 60% mobile e-commerce.
These days delivering a message to a busy user is multi-faceted. Delivering the message to a mobile microsite has the power to turn coal to diamond.
A microsite is a miniature Web site with a specific call-to-action or ask. Savvy marketers know that microsites have a lower cost-per-order, higher conversion rate, and lower abandonment (or bounce rate). This is because the laser focus and streamlined navigation keeps the user engaged and on the path to conversion.
Our thesis is that mobile is here to stay and that it has become a haven for savvy marketers. Much of the world is ahead of the United States with regard to smartphone use. This is because their users cannot afford computers. All they have is mobile. We are in a time of transition. The era of mobile is now!
If you want more mobile stats, visit the Mobile Thinking website. They're the mother load of mobile stats.
Microsite Meet Mobile
In the late fall of 2011 the United States reached a tipping point in the mobile space (ever heard of Black Friday … that was the definitive day where mobile domination tipped the scales and we’ve never looked back). Mobile traffic to many Web sites jumped by more than 10% over the Christmas holiday. While much of the shift can be attributed to the release of the iPad3, Kendal Fire and other tablets, we can’t ignore the smartphone.
For organizations with ample marketing budgets, microsites are just another channel in the digital marketing toolbox, something between e-mail marketing and pay-per-click landing pages on a main Web site. So why is it that most organizations don't use microsites? The largest ones do. Microsites have largely been out of reach for the smaller businesses because there has not been enough time or resources. SaaS solutions (point and click development platforms) are changing the landscape because they are inexpensive and efficient. The marriage of mobile and microsite technology presents a huge opportunity for businesses of all sizes. That is, if the decision makers wake up and join the mobile Internet revolution.
Microsites are smaller, simpler, and more highly focused than a Web site. The mobile equivalent is optimized with fewer graphics to maximize load speed on mobile networks. They are big enough to need more functionality than just a single Web page (e.g. e-commerce or digital Call to Action). They are heavily optimized for SEO keywords and are often geo-targeted for a location, demographic group, or event. They are campaign-based (or event) and tend to have a short lifespan though we have small to mid-sized clients using microsites for a variety of recurring purposes.
Ask yourself: does my organization need a mobile microsite? The answer depends on your responses to a few questions.
Success with Smartphone technology is about convenience. For most organizations, the benefit of having a Web site is to be found and contacted. The benefit of a mobile microsite is to be found and contacted easily where the user is whether on the go or at home using a mobile device. This is a bit different than the desktop counterpart. For those businesses driving lots of traffic to their sites via QR codes, newsletters, pay-per-click, etc., the benefit of a mobile microsite is even greater convenience because the microsite is tuned to a single act (e.g. requesting the user to take a single action like filling out a contact form or click-to-call) without the clutter of an entire Web site.
Bottom line, mobile microsites work! We’re having tremendous success with mobile lead generation, educating, sharing, e-commerce, advocacy, membership renewals, pledge campaigns, and action oriented e-mail offers.
Maine's leader in mobile website design and development
In late 2010 we (the principals of Dirigo) broke ground on a Software-as-a-Service (SaaS) tool, developed for www.donorfull.com, for building mobile microsites in the non-profit space. We’ve built gads of sites and consider ourselves mobile experts. Donorfull’s SaaS tool is our secret weapon for creating mobile microsite around fundraising appeals (raising dough for any purpose), advocacy, and volunteerism in any sector regardless of profit status. We’ve booked more than 3,000 hours in the mobile space and we’re now leveraging our Donorfull learnings outside of the non-profit space.
If you would like to learn more about how a mobile microsite might help your business, contact Dirigo Design & Development at 207-347-7360. We build mobile website solutions from our home office in Portland, Maine. Dirigo’s dedicated team has a wide array of skills to offer, ranging from native apps (iPhone and Android) to mobile web sites and mobile e-commerce. We thrive at the intersection of computer programming/I.T. and marketing. Our aim is to propel your business to new heights.
Principal Author: David Addison
Date of Publication: 06/14/2012
Last Updated: 12/31/2013