When the world was struggling to incorporate electronics in their businesses some 20 years ago sales across different mediums were counted by collecting the number of pamphlets or discount coupons. It made sense back then but many companies are facing a similar dilemma nowadays, when the consumers have migrated to a mobile friendly (mobile only) generation and the marketers are still gauging data for desktop-first users.
While it took time to polish KPIs and measurement techniques for online desktop users, but it is inevitable to revamp the structure for catering to a world which is rapidly moving towards a more fluid way of getting things done. Nowadays there are part-time writers who are writing big money-making blogs, teachers imparting knowledge via Youtube and earning money and so on. Users access their websites from multiple sources which makes the analysis of gathered data a real pain.
Although this article is based on Google analytics but you can use different free software which must be tweaked accordingly to gain better insights.
1. Mobile vs desktop vs tablet audience
If you don’t have a separate mobile website and it offers responsiveness across different platforms you’ll need to adjust Analytics’ data to differentiate between users accessing your website.
➢ Specify range of data on top of analytics dashboard
➢ Under the audience tab in left sidebar select mobile-> overview.
➢ This report breaks down your specified data in three sections- desktop, mobile and tablet
Compare sessions (formerly called visits), bounce rate, durations across various mediums to get insights about user satisfaction levels
For instance if the bounce rate is much higher for mobile users, your customers are finding it difficult to browse through your website on mobile platforms leaving your mobile business in lurch.
2. Types of devices
This is a very useful data for marketers, especially when you want to target users according to the devices they use.
➢ Select the data range (as above)
➢ In the left side bar select audience-> mobile-> devices
➢ This report shows the specific mobile devices your audience is using
You can adjust the generated report to show individual devices, brands or even different screen resolutions.
By comparing the data of different KPIs, broken down in form of devices, you can sort out your mobile traffic more precisely. Once you know which brand, device or screen resolution your audience prefers you can begin to generate emails, content, websites or apps to cater to the most popular devices.
- Source of traffic and conversions according to device
The above reports break down your traffic according to the device of user, but where is this data generating from? Search results? Emails?PPC campaign?Social media? It is known as channel grouping.
➢ In the left sidebar move down to the Acquisitions tab
➢ In the Acquisitions tab select All traffic.
➢ You will see data of all different channels of your traffic
➢ From the drop down menu at the top secondary dimensions, select Users and scroll down to finally select Mobile (including tablets)
➢ Observe the result, the data is shown in a very easily understandable manner, “No” in the mobile column means traffic source did not come from a mobile device, whereas “Yes” indicates that a mobile device was indeed used.
Kissmetrics has come up with a custom report for Google Analytics to track conversion rates according to the device used. Log into your analytics account to use this custom report.
This report shows how each device is performing in terms of conversion. A lower conversion rate (goal value) with some device category signifies shortcomings of your business with that device’s users.
- Comparison with Competitors
To see benchmarking data, you need to share your data “anonymously” with Google and others. Benchmarking allows you to compare your websites’ data with aggregate industry data from other companies dealing with similar or related products, provided they shared their data for benchmarking.
➢ Find this report in audience-> Benchmarking-> Devices
➢ Choose from over 1600 industry categories which suits your business
➢ Refine results according to the following dimensions
➢ Default channel grouping- The source of traffic viz organic, PPC, emails etc.
➢ Location- Country, state, territory
The report indicates your website’s performance compared with the industry aggregate (in percentage).
For instance the website above, is getting favourable traffic from mobile users as compared to its competitors, but doing not so well with the desktop users. Finding out about how well (or bad) you are doing as compared to your competition, helps you to set relevant and meaningful targets. It enables you to design your strategies in a better way for better UX and ultimately more conversion.
- Custom reports
If the above metrics do not satiate your hunger for â€œcustomisedâ€ data about mobile users you can go for more specific result metrics using a custom report.
Find customization tab at the top of Analytics dashboard and generate a custom report.
Although you can generate more definite custom reports to list your data but here I am showing a custom report which lists the organic search result traffic from mobile devices:
Comparing metrics of mobile and tablet users with desktop users can reveal huge details about the usability of your website and your customers’ satisfaction levels. Scrutinizing it and providing relevant touch ups can reduce a lot of traffic that otherwise goes wasted. For instance certain elements of your website might not work properly on different platforms such as:
➢ Flash being unsupported rendering videos useless on mobiles
➢ Very small text links which makes it clicking difficult on a touch screen
➢ Different content overlapping each other on a small screen
Use custom reports to compare user behaviour across different platforms and get insights about the UX your business offers. A poorly performing website on a specific device will bring lesser conversion. You can simply pick up different devices and give your website a thorough test to check how varied your webpage performs across independent hardware and softwares.
Though it’s no longer enough to simply track the behaviour of your desktop visitors and assume that your mobile users will follow their suit, you need to have a holistic approach for the visitors, their devices and the source of traffic. Analyze them and determine how far you need to go to implement your mobile-centric plan. Review these metrics thoroughly and periodically to adjust your strategies to serve your diverse customers in the best possible manner.