We are living in an age where Mobile users have totally eclipsed Desktop users, according to data available from Morgan Stanley.
Mobile usage is on the rise, but is your business prepared to handle the growth? What is a visitor’s experience when they visit your site? Did they finish the transaction they came there for? Or, were they left squinting trying to read your website on the go or waiting for an image to load?
The need for today’s eCommerce website is to give equal importance to the traditional desktop website and mobile friendly website.
But that is not enough. You need to analyze your website; to understand what you can do better to improve your site’s performance.
That is where mobile analytics comes in. It helps to understand the ROI of mobile marketing investments and measure what matters towards increasing revenue. This is the answer to the age old question of “Are my marketing efforts working?”
You need to analyze data like the number of new app downloads, as well as areas that need improvement to increase conversion and traffic. This will help you prioritize your investments and make changes accordingly.
But the first thing you need to keep in mind is that traditional desktop metrics that you used to evaluate your website will not work for your mobile website or app. Mobile analytics is different from web analytics.
The best way to evaluate the performance of your mobile website is to gather metrics.
If you are new to mobile analytics, the biggest challenge is to find out what to measure.
Understanding the A-B-C’s of Analytics
Google’s own digital marketing evangelist Avinash Kaushik, broadly categorizes mobile metrics into three categories –
1. A is for Acquisition – The following three metrics can help track visitor acquisition. This very first step in the complete spectrum of a digital customer journey shows what’s driving frequent traffic or customers.
- Overall Visits: The total number of people who came to your mobile platform.
- Unique Visitors: The number of different people who visited your mobile website or app.
- Total Page Views: How many times a specific page on your mobile website or app was viewed.
2. B is for Behavior – This step in the customer-business journey shows what the visitor did when they were on the platform. The three metrics below depict the user’s behavior –
- Average Visit Length / Time on Website: The length of time an individual spends on your mobile website or app during a single visit.
- Average Pages per Visit: The number of pages viewed during a single visit to your website.
- Bounce Rate: The time spent on your website before turning away.
3. C is for Conversion – This is what it all boils down to. This metric determines whether your marketing efforts are actually working or not.
- Conversion Rate: Percentage of total visitors that complete an action contributing to your goal on your website; such as submitting a form, completing checkout or downloading material.
- Average Order Size: The average order amount per customer on your mobile website (This is an important metric for eCommerce mobile websites)
The above questions can help marketers leverage collected data to gain insight.
In order to understand and grow your mobile commerce you need to monitor the right metrics, whether you use Google Analytics or another solution.