Optimize for Mobile: Looking at the Right Metrics

Optimize for Mobile: Looking at the Right Metrics
April 15, 2016 Itamar Gero
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The mobile market is getting bigger, as the number of users who are accessing the Web on devices is skyrocketing. This means more opportunities for growth and a dozen more metrics to follow. The Mobilegeddon update last year prepared website owners and businesses in this change of pace in the digital landscape, but are they taking the right measures?

Mobile traffic is a force to be reckoned with, and not looking into the right metrics can put you at a disadvantage.

How Mobile is Changing the Digital Game

Studies show that around 50% of local searches begin with mobile, as users are more inclined to browse on the go. Out of those users, 64% expect a loading time of four seconds or less before leaving the site.

The common denominator here is usability. Most of today’s users access personal tasks like emails or banking through mobile websites and apps. With users being mobile-minded, the performance of your website should be the same across all platforms. Otherwise, your site’s traffic may be headed for that proverbial plunge.

Using Mobile Metrics to Your Advantage

When it comes to mobile metrics, Siteoscope provides the baseline to give you direction in making your site responsive across all platforms. Our streamlined dashboard makes it easier to get answers for your mobile strategy.

1. Your Mobile Traffic Source

The smart way to go about optimizing for your mobile audience is to look at your traffic source separately. Think of this situation: visitors are more likely to use their mobile devices for research, while they log into their desktops for transactions. If you measure both traffic at the same time, this will not provide the true value for your mobile source. It would be better to conduct A/B testing on both your desktop and mobile traffic.

To determine which platform needs improving, Siteoscope’s dashboard provides an overview of your traffic source on both desktop and mobile.

Mobile Overview - Siteoscope.com

Once you have determined which platform is driving more traffic into your site, you can apply the appropriate configurations and assign goal values to boost your visits.

2. Metrics for Different Devices

Mobile traffic is not simply about users who access websites through their tablets or smartphones—it also covers the operating system of the devices. Sales figures show that iOS users spend more than Android users, taking about 78% of mobile transactions.

This goes to show how different strokes work for different folks. What works for iOS users might not be applicable to Android users. This means you have to check user performance by their operating system, so you know where most of your traffic is coming from and make the necessary adjustments to your strategy.

Operating System - Siteoscope.com

3. Geo-targeting for Mobile Search

Location data can be a powerful metric for mobile search strategy. If you know where your traffic is coming from, you can deliver a better mobile experience in terms of providing the right context for your content.

Location has an impact on the search and buying behaviors of online users. If your target location is unfit for your audience, you’re only wasting effort and resources on your campaigns. Moreover, this weakens the credibility of the website to deliver relevant information.

Mobile Metrics Geo - Siteoscope.com

Siteoscope’s Mobile Metrics Geo provide you information on the county where most of your visits are coming from, which make it easier to align your strategies based on demographics. This gives you a look at which areas to include and exclude when you optimize for mobile search.

The key to future success is adapting to the changes in the digital landscape, and this includes the mobile market. If you know what metrics to leverage, you can gain better traction for your mobile optimized campaigns.

We’ll show you how to streamline your mobile campaigns more efficiently. Start tracking with Siteoscope and get 30 days of free trial.