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Objectives

Substantiation (informed 

by situation analysis or 

insight, for example)

Strategies to achieve  

goals

Key performance 

indicators (critical  

success factors)

1.  Reach objectives.  

Deliver 2 million mobile 

site visitors in year.

Extrapolation of current 

growth in mobile segments 

on current site plus + 25% 

increment from promotion in 

other digital channels.

Start investment in Google 

AdWords for mobile and 

mobile display networks.

Use device detection to 

access mobile site.

Promotion in-store.

Clickthrough rates from 

 mobile-  specific  campaigns 

and impression share 

delivered by AdWords.

2.  Act objectives.

4% add-to-basket visit 

conversion rate from 

mobile.

This conversion rate is 

around   two-  thirds  of  desktop 

site conversion. Consistent 

with reported industry 

examples.

Develop  mobile   site-  specific 

search.

Mobile site merchandising.

Mobile site search % and 

add-to-basket rates.

Promo clickthrough rates.

3.  Convert objectives.

Mobile AOV = £35

Mobile visit to sale  

conversion = 2%

This conversion rate is 

around   two-  thirds  of  desktop 

site conversion. Consistent 

with reported industry 

examples.

Initial implementation of 

mobile checkout. This will be 

optimised in future years.

Microstep conversion 

within checkout process.

Registration process for 

new customers.

4.  Engagement objectives.

Customer satisfaction 

ratings of mobile  

experience at 80%  

of online.

Reviews placed and 

 repeat-  customer 

conversion at 80% of 

offline rates.

It is expected with the new 

mobile site that satisfaction 

ratings and repeat purchase 

percentages will be slightly 

lower, but this is unknown. 

We need to check thatemails 

are still successful in 

generating reviews.

Combination of strategies:

Email and mobile messaging 

specific to mobile site 

purchasers.

Mobile couponing.

% of reviews.

Source: Smart Insights (2013) mobile marketing framework.

also provide security – each user can be authenticated since each wireless device has a unique 

identification code; their location can be used to tailor content; and they provide a degree of 

privacy compared with a desktop PC. An additional advantage is that of instant access or being 

always-on; here there is no need to dial up a wireless connection. Table 3.4 provides a summary of 

the mobile or wireless Internet access proposition. There are considerable advantages in compari-

son to PC-based Internet access, but it is still limited by the display limitations.