Why do I need to analyze my mobile traffic?So far in 2012 mobile traffic has accounted for just over 10% of web traffic worldwide. A marked increase from 2010 when the mobile share was under 4%. This increase can largely be attributed to the rise in smartphone ownership with 46% of Americans now owning a smartphone of some kind. With the different screen size, websites will respond to mobile traffic in different ways and if your website doesn’t accommodate mobile devices effectively this will harm conversion rate and the bottom line. Therefore, it is important to analyse the success of converting your mobile traffic to then identify whether you need extra investment to make your site more mobile friendly, and if so, how much ? And in what areas ? Luckily BIME is here to help.
It is important to differentiate mobile and tablets
In Google Analytics there is a mobile section. It is important to note however that the mobile section includes both mobile phones and tablets. Accessing a website on a tablet is a very different experience to on a mobile device and the main difficulties with the size of a screen on a mobile are often not a problem on a tablet. The new iPad 3 has a screen resolution of 2048 x 1536, much higher than many laptops.
To sort this, the mobile overview results in Google Analytics need to be filtered by “mobile” “yes”. In the BIME connection to GA there is an “Is mobile” measure, filter the results to only reveal “yes”. To make your mobile analysis even more accurate in BIME, it is also possible to filter your results by screen resolution.
As a caveat, tablets obviously do have similarities they share with mobile which they don't share with PCs. They have the same touch screen navigation and iPads also have the lack of flash, factors which need to be taken into account.
[caption id="attachment_15349" align="alignright" width="300"] Mobile traffic as part of all traffic by week[/caption]
What metrics should I be looking at ? First it is important to identify how much mobile traffic you are actually getting. If this is a very low amount then it might not be worth spending time and resources optimizing your website, on the flip side, it may be crucial. Examining the metrics below should give you a good snapshot of mobile traffic to your website.
Visitors : How many people visit your page from a mobile device? Mobile % of total traffic : How does the number of mobile visitors compare to the number of overall visitors? Pageviews : How many times was a page viewed in a single visit?
Next we need to identify how visitors are behaving once they get to the website. This should be analyzed for your website as a whole and for individual pages. Areas can then be identified where a website could become more mobile friendly.
[caption id="attachment_15355" align="alignleft" width="274"] Average time on page for mobile and non-mobile traffic[/caption]
Time on site / page? : How much time do visitors spend on your site ? Specifically look at how many are only staying for a few seconds, short visits are often the result of a slow loading website. Pages per visit : How many pages are viewed during a single visit? Bounce rate : The percentage of single page visits to a page or site
Lastly we should look at how this influences our bottom line. Do mobile visitors respond to our call-to-actions and are they more likely or less likely to convert than a desktop user.
Conversion : How many mobile customers convert (conversion is different things for different people - sign up for the newsletter, free trial...)?
With BIME you can have all these comparisons on one dashboard and share your dashboards with the marketing department, upper management, web developers, UI designers or whoever you want. Also blend your Google Analytics data with other sources both on-line and on-premise to correlate web changes with your effective sales (from salesforce, from oracle backoffice for example). This can give more emphasis to your decision making and allow you to analyze how decisions in one area will affect sales and the bottom line.
[caption id="attachment_15356" align="aligncenter" width="300"] Top 5 most popular pages - vistors and bounce rate[/caption]
Mobile traffic statistics infographic - http://holykaw.alltop.com/mobile-web-traffic-statistics-infographic?tu3=1
Mobile in Google Analytics - http://www.imediaconnection.com/content/32590.asp
E-commerce metrics - http://mashable.com/2012/03/23/mobile-ecommerce-site-metrics/