Mobile Test Demonstrates 74% Click-Through Rate to WAP (mobile webpage)

Client: Uthink

Uthink provides insight needed to generate response and build strategic youth marketing programs. With over 600,000 young Canadians on their database, Uthink helps companies build long-term loyalty, generate results, and increase ROI.

Campaign: “Studentawards Inc.”

Studentawards.com is a FREE scholarship search service devoted to helping high school seniors, university and college students find information on scholarships, bursaries, grants and other forms of financial assistance.

Objectives:

Create an integrated experience between SMS text messaging, WAP (mobile webpage) and online

Test out process of sending and receiving SMS messages with regards to Student Awards Panel Members

Establish operational protocol and infrastructure for future SMS based campaigns

Determine success metrics of each stage from usage of unique keywords and PINs

Prm (prospect relationship management) Modules:

Text Messaging - prmText

WAP (mobile webpage) - prmTouch

How it worked:

Upon successful completion of Uthink’s online invitation and webform, qualified candidates were provided their first step of texting in “GO to 889988” to initiate the mobile test. In response, the tester receives the first SMS communication requiring a reply. A reply must be sent in order to move forward with the next stage of the test. There were two questions for the testers to answer via SMS:

“Is your cell phone your main phone? Reply YES or NO”

“Every time you sneeze some of your brain cells die? Reply TRUE or FALSE”

The next stage required testers to answer a poll question on the provided WAP link, a scaled down webpage accessible on the mobile phone. Participants were then instructed to text in “FINAL to 889988” to receive a unique password required for the last phase of the test.

The Results:

To complete the test, testers were required to input their unique password to a provided URL and complete the online evaluation.

The mobile test demonstrated that the testers were very receptive to text messaging and responded well to the text message “calls to action.” There was very little drop off as testers proceeded through the SMS questions and answers.

The WAP stage demonstrated a drop off rate of only 26% from the original participant pool, which is a low percentage of drop offs considering the selected youth demographics are less likely to have smart phones or phones with web access.

The high percentage of participants that completed the mobile test’s last phase of an online evaluation form responded with very positive feedback and a strong majority found the process easy and straight forward.