Mobile Website and Digital Marketing for Becker Professional Education
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Becker Professional Education Mobile Website, Digital Marketing
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An overview of Becker’s digital marketing efforts including mobile sites, paid and organic search, banner campaigns, social media, and most recently behavioral and retargeting.For more than 50 years, Becker Professional Education has been a global leader in exam review and continuing education for accounting, finance and project management professionals. With the shift towards mobile, learn how Becker worked with Duo Consulting to develop a mobile strategy including website integration, content strategy and key performance. Join Yasmeen Schuller and Jaime Smith to learn how they were able to integrate a mobile strategy into the existing platform, along with a review of other digital marketing efforts.
Transcript of Mobile Website and Digital Marketing for Becker Professional Education
Becker Professional EducationMobile Website, Digital Marketing
Surfing Mobile
• Who is Becker?
• Why we made mobile a
priority
• Mobile Project
• After launch - results
• Mobile considerations &
next steps
• Digital Marketing – Social,
Paid, Behavioral Marketing
Becker Professional EducationBecker is a global leader in exam preparation and continuing professional education, guiding nearly half a million individuals in the fields of Accounting, Finance, and Project Management.
Becker’s CPA Exam Review.
Why mobile became a priority
• The number visitors accessing
the CPA website via mobile
devices nearly quadrupled from
2009 to 2010.
• CPA candidates began enrolling
using their mobile devices.
• Becker began selling mobile apps
for the Flashcards product.
Website needed to be accessible on mobile devices to:Improve user experience for those using mobile devices
Improve page views average per user
Decrease bounce rates (those on mobile devices leaving after 1
click)
Increase web-based sales using mobile devices
Website support of mobile devices reflective of company’s
commitment to mobile
Mobile Design
• Simple navigation-focused design.
• Larger buttons to ensure accuracy navigating.
• Courses & Products, Schedules are the highest priority based on mobile analytics.
• Design & best practices = Simplify• Simplify creative design• Simplify content
Mobile Website Development
• Existing CMS in place with thousands of pieces of
content = huge value
Don’t waste it!
• Utilize existing CMS to manage content in a familiar
environment
• Quickly create mobile content pages based on existing
pages
• Create mobile specific content fields that override base
content if populated
Launch
- Simple subdomain
m.becker.com
m.stalla.com
- Files live in a separate directory structure for
flexibility, but are published from the same CMS
files for easy management
- Global redirects from main site to mobile site
for mobile devices based on incoming user agent
Challenges with Google Analytics
Google Analytics now recommends using server
side page tracking code for mobile sites
versus the standard Javascript snippet.
eCommerce tracking:
Server side page tracking code + JavaScript
snippet
Metadata and Search Considerations
becker.comFull Site
m.becker.com
Search results
Website indexed
MobileRedirect
Results: Comparing April, 2010 to April, 2011 April, 2010
April, 2011
Up 50% Up 10% Down 7%
Mobile revenue increased by 376%
Mobile Considerations and Next StepsjQuery vs. Flash
Current website incorporates Flash elements on
homepage and informational guides
throughout the website.
Flash doesn’t work on iPhone, iPad
New redesign replaces most of the Flash with
jQuery interactive elements throughout the
site.
Mobile advertising and paid search test to begin
this summer.
Integrate test of QR codes with tracking to
determine usage/user acceptance.
Each new page that rolls out needs a mobile
version.
Digital MarketingInitiatives and Results
Social Media
Facebook Facebook EventsTwitterYouTubeLinkedIn
Questions?
