If you’ve read Silverbean’s is your digital strategy smartphone ready? You’ll know that mobile performance has only been increasing in importance. 2015 is the first year that mobile searches have been reported to have surpassed desktop searches according to Google.

Not only that, but Google have also confirmed that Mobile User Experience is definitely a ranking factor in the Mobile search results. (Remember all the discussions that were happening a few months back around Google’s Mobile Update?)

Therefore, now more than ever it is crucial that you measure and analyse the performance of your mobile user experience. Silverbean’s CRO and Analytics Consultant, Simon Cahill takes a deeper look into the analytics of it all.

If we start by looking at how your user journey changed… more than likely when you initially set out your mobile site strategy all that it was required of you was to provide the classic pattern of discovery via mobile and then conversion via desktop. It is possible that this still applies, however, it is a far more likely situation that recently a significantly higher percentage of internet browsers will be wanting a one stop shop for conversion.

But the same rules do apply… as a lot of marketers seem to fall into the trap of lumping all mobile traffic together and hoping for the best, but for the best results,  it is crucial that mobile traffic is segmented in a relevant way. Segmenting the traffic in a relevant way allows for the information to be simple to understand and therefore easier to analyse.

Segmentation doesn’t have to be too complex for you to achieve a better understanding of how customers convert on your website. Your understanding can be improved after merely implementing traffic segmentation as basic as:

  • New customers vs. Returning customers
  • Defining Demographics
  • Levels of User Engagement Metrics

Speed is a key component, as speaking from experience when using the Google Page Speed Developers Tool, it is common to see that businesses have poor performing mobile sites in comparison to their desktop sites. The businesses have mistakenly neglected their mobile site and in 2015, your mobile site should be the epitome of speed. It’s a common consensus that the key to engagement has always been to capture the user as quickly as possible. So if this is case, why is it that a user is often presented with a slow moving site, which struggles to load and provide the user with information that they seek?

The ultimate problem regarding this, is that when a user is presented with a poor performing mobile site, it increases the likelihood of the site being disregarded at that point and the user goes to a competitor. After the user has disregarded the site once it therefore increases the chances that the user will disregard the site in the future as well.
With all the recent focus in the past few months on Mobile, it is obviously not a time where you can afford to be left with an ineffective mobile site.

It is vital that you are using tools to your advantage and you are able to measure engagement across your site, in a way that can be quickly adapted, as your site changes and evolves. Now that mobile searches have surpassed desktop searches, this is only going to continue to increase in importance. Google Tag Manager bridges the gap between Google Analytics and development by placing the power of measurement in the hands of the marketer. It allows for a user to create bespoke metrics with just a few clicks, granting the marketer access to a whole range of insights that can be utilised to improve performance.  As you follow the journeys across your mobile site, you can then create a tracking solution that helps you define your successes (and highlight areas for potential failures!) in a range of ways.

Mobile only highlights the importance of being at the right place at the right time (have a look at our Micro Moments Post!). It is continuing to grow in strength and size and you need to make sure that you are providing what is expected of you and your site. This means being in the right place to measure, analyse and therefore deliver the right experience to users who are using their mobiles to browse and convert through your site.

Speaking of mobile performance, have you noticed the growing trend this year? How has it affected you? Let us know! As always we’d love to hear from you on Twitter @silverbean or in the comments box below.