Approximately 20% of the traffic to the ALO website comes from mobile devices. This has been steadily on the increase and will continue to increase into the future. The new website displays well on mobile devices and touch screen devices.
What we wanted to build then was something to complement, not replace the new website. There is no auto detect for mobile browsers on the main institutional site, to redirect mobile device users to a mobile site. In the future, if the mobile site proves more effective in delivering mobile sales, auto detect can be enabled.
The core concept for a complementary mobile site was easily accessible program notes and pertinent event information readily available for patrons on the go. This is how the idea for ALOontheGo.org was born. There are no extra costs and no considerable extra work involved; it’s a simple, straightforward WordPress installation with mobile specific content.
Traffic is directed specifically to mobile site where deemed appropriate: a Facebook post for production notes on the go; or promote accessibility and information at your fingertips in email marketing.
While mobile traffic accounts for 20% of total traffic, it only delivers less than 10% of the revenue. As mobile traffic will become more and more important, we need to bridge this gap in conversions. We will need to monitor how ALO on the Go converts to sales compared to the main institutional site. What can we learn?
Paciolan recently launched mobile specific box office sites. Auto detect for mobile browsers is enabled. So no matter how you arrive to the ticketing site, via ALO on the Go or the main site, if you arrive on a mobile device, you will see the mobile box office site. Will this mobile specific site improve conversion rates? As the site just launched, it is too early to tell at this point.