Web analytics can be used to analyze visitor behavior on mobile websites and help to determine the most effective elements of the website for meeting the needs and preferences of mobile audiences. Web analytics also enables a company to assess the effectiveness of specific mobile marketing campaigns and channels, including mobile advertising, mobile search marketing, and traditional desktop channels, and identify those that appeal to the target audience and work best for the business.
As previously mentioned, consumers are increasingly using mobile devices to consume data online and to make purchases. As a result, mobile devices have become an important advertising medium for companies globally. In order to measure the effectiveness of mobile media, companies constantly collect data about consumer activities on company sites and apps. As part of the data collection process, companies typically segment users based on the type of device used, and then analyze appropriate metrics for users of mobile devices. Some relevant metrics include average number of pages viewed by users, number of daily unique visits to the site, demographic profile of users of the site, geographic distribution of users, and average revenue generated per visit.
The data pertaining to consumer activity on mobile sites can also be compared against the corresponding data on the company’s desktop website to measure the relative effectiveness of both channels. Such data can help companies determine how much to invest in each channel.
Another element to consider is that not all mobile devices are the same. The digital marketing team may need to use device detection to identify the most commonly used devices and their features, and align the company’s app development and digital marketing strategies in order to target the most relevant audience. It is important for marketers to keep track of new device launches (e.g., wearables) and other emerging technology and adapt in order to stay ahead of the competition. One of the issues that the team performing mobile analytics faces is ensuring appropriate tracking of the location of their audience since the audience will generally use multiple mobile devices and may frequently change locations. Knowledge about the location of the audience is especially critical in cases where the business offers location-based services or location-based advertising.
The digital marketing team may also be required to choose an analytics solution that tracks customers across multiple channels—websites, mobile sites, apps, devices, social channels—using a unique ID to ensure that customers can, for example, resume the process of purchasing a product, even when the process has been started on another channel. This tracking can help companies create a well-rounded profile of target customers and allows companies to deliver customized content for users across channels.
Here are two examples of Mobile Site and App Analytics:
- One of Britain’s largest hotel chains launched a mobile app in January 2011, earning revenue of £1M within three months. Sales conversion rates increased from three percent to six percent and the hotel claimed to have received seventy-seven percent of the room bookings at that time through smartphones. The hotel chain effectively used mobile analytics to improve the features and functionalities of its mobile app. It found a pattern that customers usually booked a room in the nearest possible hotel and most of their bookings were for one night. This insight from mobile analytics helped the hotel chain to adapt according to the changing consumer pattern. Usability and design also surfaced as the most important traits in the mobile app and seemed to affect the way in which users interacted with the app.
- An American rental lodging marketplace engaged an analytics firm to evaluate user behavior associated with its iPhone app. The firm used mobile analytics to measure the time users spent at different places in the app, their most frequent actions, and the percentage of users who passively browsed versus actively managed a booking. It also optimized its first-time listing and booking flows. It used event tracking and funnel analysis to keep track of user behavior. Based on the data found using analytics, the company revamped the host listing process on its app, resulting in a 400 percent increase in the conversion rate.
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