As the most rapidly emerging digital marketing channel, the need for analytics is as important as ever. Companies using mobile analytics have an increased brand awareness while those without these strategies show just the opposite.
Mobile analytics are an important sort of metrics that help in providing a direction to your business, and also helps in measuring and determining your exact position in the competition. Just like a precious compass in the hands of a seasoned sailor.
It’s easy to count mobile app downloads, but how do you know what else to measure to understand engagement? Measuring the mobile analytics provides the insight you need to determine how mobile really contributes to your bottom line. These help in knowing exactly how the first version of your new mobile app is being used so that you can prioritize investments in the next version. The result is a clear understanding of mobile app engagement so that you can make data-driven decisions.
Here are few critical ways in which mobile metrics can steer you towards increasing conversion on mobile devices.
Starting With The Baseline
In its simplest form, mobile analytics, which is an array of numbers measuring performance for mobile devices – they allow you to establish a clear baseline of present-day accomplishments.
Only with a firm baseline can you assess the impact of any change you make to your website and its display on mobile phones and tablets.
Device level metrics are the metrics which show your website’s performance and that enables you to quickly determine the critical differences in performance.
Any statistic which is deviating from its direction should be seized and optimized accordingly. A proper data analysis on bounce rate, load time, conversion rate – can explore what’s working and what’s not. When you identify those differences – make a hypothetical analysis on what could have went wrong. A close visual inspection can help identify key variables for future testing.
Device-level analytics, thus, help suggest important factors for testing and also deliver the capacity to determine the winners and losers in such tests.
Fixing The Glitch
If a mobile device that is significantly underperforming, it might be simply providing a deficient experience. Direct testing and visual inspection in an online testing lab such as Mobilizer can help you spot those errors.
Unfortunately, major brands’ websites still display jarring defects. Errors like chopped text, cropped pictures, missing videos, and words too small to decipher can threaten sales conversions and even your brand’s reputation. There is a need to thoroughly check your site to ensure a trouble-free mobile user experience.
Mobilizing Your Numbers
Slow load times
Load time is basically the number of seconds it takes for your web page to properly display. Shoppers are actually unhappy with lengthy load times and declare it impedes their online shopping. Mobile devices typically load slower than desktops. Images are frequently the main culprit for exaggerated page weight and slow load time.
Bounce rate is the percentage of visitors to your website that depart after viewing only their landing page. Check out this topic we covered some days back on how to build a site that won’t bounce your customers away.
Bounce rate, along with session duration, is a measure of your users’ engagement with the website. Visitor engagement in addition to easy site usability can lead the potential buyer from one relevant page to the next until achieving the final sales conversion. Your site needs to clearly and persuasively guide your visitor to the next desired action, otherwise known as an effective call to action.
In the end, it all boils down to conversions. Investigate the characteristics of your website visitors and create a profile of those segments that convert. Once you’ve segmented, classified and assessed the potential lifetime value of your visitors, you can adjust your website and your advertising tactics to attract those most likely to convert, while cutting spending on those less likely to become customers.