Mobile Analytics ,When it comes to mobile sites, far too many companies are ignoring a very important aspect of their marketing strategy; mobile analytics. Mobile analytics function just like traditional web analytics, except that they require a different type of interpretation. Due to the very nature of mobile internet technology, you need to take into account a number of factors when analyzing your site’s statistics.
Because traditional analytics are measured based on the idea that someone is sitting at a stationary computer and are devoting their attention to what is on the screen, they can be interpreted as such. However, mobile analytics have changed the game in that mobile users are not always paying attention to what is on their screen at the time of their visit to a site. This can make it hard to interpret analytics such as time spent on a particular page. An example of this would be if someone were sitting in a doctor’s office’s waiting area. They may visit your page, look over it for 10 seconds, and then be called in for their appointment, at which point they simply put their phone in its case or in a purse while still on.
In the above example, it may seem as though the visitor spent 45 minutes on a page, but in reality, it was only 10 seconds. In addition, due to a battery dying or a phone call, it may seem as though a visitor only checked one page and then left, affecting the bounce rate, but in reality, their mobile device simply lost signal. These kinds of things can make it difficult to truly know how to read your analytics, and many companies are hiring professionals to assist them. With that said, there are some mobile analytics that can still be interpreted traditionally, such as unique visitors, search paths, and activity while visiting pages. These analytics don’t really change and should still be seen as crucial pieces of information in design and development.
Also, knowing a visitor’s operating platform is crucial. When designing a mobile site, it is important to remember that not all mobile devices are created equal. While more and more devices are incorporating technologies such as Flash, not every mobile device can display it just yet. This means that it is important to keep up with your mobile analytics to see what browsers and operating systems are being used to access your pages, as this will give you a better indication of where to focus your development efforts.
Finally, as with any mobile marketing, it is crucial to get, and retain, a visitor’s attention quickly. You want a visitor to remember your site and return to it, even if their attention is taken away from their mobile device, such as in the above listed examples. By measuring return visitors, you can use mobile analytics to have a better sense of what design elements are attracting and retaining attention, and which ones are not.