Top 5 Performance Indicators for Mobile Analytics

October 24th, 2011 by

A major challenge for digital professionals today is measuring the success of their mobile initiatives. Oftentimes, achieving high ROI comes not only from the mobile platform itself but the ability to analyze real-time mobile specific data and make informed budgetary decisions thereafter.  Now, as the mobile web begins to grow out of its infancy phase, it’s just as important for a company to have a “mobile analytics strategy” as it is to have a “mobile marketing strategy.”

Mobile analytics differs from traditional web analytics in the sense that it allows marketers and product managers to understand how their mobile content is consumed on the thousands of different mobile devices. Here’s the sort of stuff users can do with mobile analytics tools, such as Webtrends (who we recently chose as our primary analytics provider):

    • Understand, measure and influence all drivers of traffic to mobile sites, including paid advertising, other web properties and social media tools and networks
    • Enhance customer experience based on precise monitoring of mobile navigation patterns
    • Prioritize site design decisions based on detailed insight about the mobile devices customers use
    • Understand how mobile investments contribute to broader marketing programs

As you get a better grasp of how to run your mobile web programs or site, your relevant key performance indicators (KPIs) will become more and more apparent. Take advantage of the info you get to create the best possible mobile web experience for your visitors.

When creating a mobile analytics strategy here are our Top 5 KPIs to include:

 1. Device/Platform/Browser Metrics:  Despite the cross-platform potential of HTML5, mobile devices still sport their own idiosyncrasies, including mobile browser differences, Flash support (or not), and a wide range of hardware horsepower.  In time, you can optimize your mobile website for each and every one of them. But if you’re not capable of doing that right now, you can at least ensure you offer the best experiences on the devices most commonly accessing your mobile website. Understanding the device capabilities of your mobile site’s audience is vital to the site’s overall success.

2. Conversion Rates: The point at which conversion is made is a very important aspect in the success of any transaction. Your goal is to convert visitors into customers by having them complete certain tasks like signing up for a newsletter, filling out a survey or buying something. Analyzing the conversion percentages before and after specific changes to your mobile site, can help determine the success of your mobile UI/UX design strategy.

3. New vs. Return Visitors: New visitors will give you an idea of the success of your mobile marketing initiatives while return visitors can give you a sense of the success of your mobile platform. Depending on your mobile strategy, you may find it more important to attract new users to your site or to keep users coming back. Determining an optimal ratio of new to return visitors will help you understand which pieces of your mobile presence need tweaking.

4. Session Length: Navigating within a small screen can become tedious, so you want to offer the best possible user experience. The time spent on each user’s session will help you determine the mindset of your audience and whether or not your goal is to increase time spent on the site or decrease it.

5. Bounce and Click Rate:  Similarly, bounce rate can tell you a visitor’s overall engagement (or lack thereof) with a site.  Determining the point at which a person left your site, even to go to the full website or “desktop version”, is relevant in tracking specific problem areas. When analyzing this data the goal is to decrease the bounce rate by figuring out why the person bounced, how quickly the person bounced and at which point on the site the customer bounced. You may also discover ways to unclutter your mobile site and eliminate the amount of clicks it takes to perform a task. Most importantly, make sure your website is well optimized so that it loads quickly and things are easy to find.

It’s important to note that these tips are merely pointers you can base your performance indicators on. By personalizing each point based on what kind of mobile website you have, you can come up with your own list that could lead to victories far greater than you’ve ever attained before!


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One Response to “Top 5 Performance Indicators for Mobile Analytics”

  1. [...] Method of Mobile Analytics November 9th, 2011 by Greg Palmer Last month we discussed our Top 5 Indicators for Mobile Analytics and gave you a general overview of the types of metrics you should be looking at when judging the [...]