As mobile internet traffic increases, it’s becoming more and more important for businesses to start tracking mobile traffic and optimizing for searches that originate from tablets, smartphones, and wearables. In particular, businesses need to begin tracking mobile metrics and key performance indicators (KPIs) in order to make educated decisions.
Keep an Eye on Mobile
Last year, for the first time in the history of the internet, Google confirmed that more searches were conducted on mobile devices than on computers in 10 different countries, including the United States. And since tablets were grouped into the “computer” classification, this means smartphones are outclassing all other devices.
For businesses, this is important for a number of reasons. First off, it signals a need to appeal to these mobile users. This means investing in responsive web design, if you haven’t already. It also means focusing on important mobile metrics and KPIs to make sure you understand how your audience is consuming your branded webpages, content, and apps. Specifically, you’ll want to pay attention to the following KPIs.
1. Device and Platform Performance
Keep an eye on the specific devices your customers are using and how each platform is performing. For example, it’s helpful to know if the majority of your mobile traffic is coming from iPhones or Kindle Fires. If one type of device is responsible for the large majority of your traffic, you may end up optimizing for that platform.
2. Usage
If you have a mobile app, you need to meticulously track the performance metrics to understand whether or not it’s worth your time and continued investment. In addition to pure usage, you’ll also want to study audience demographics, average time spent on the app, when the app is being opened, which devices are being used, and more.
“Getting a sense of these engagement metrics will provide insights into how the app is used, letting you know where you should double-down and where you have weaknesses,” writes Lauren Drell of Mashable. “This information can help you allocate resources for strengthening the app to drive greater engagement and, thereafter, revenue.”
3. Channel Efficacy
When it comes to mobile marketing, it’s critically important that you understand which channels work and which ones are bleeding your budget dry. For example, do you know which platform (Facebook, YouTube, or your blog) produces the most value? If you don’t, you probably aren’t maximizing your ad spend.
By conducting a cohort analysis, you can tell which channels work best and then reallocate spending based on these results. A cohort analysis works by grouping users into segments and then analyzing the metrics of these groups. The key metric to look for is the total revenue generated by a specific cohort divided by the number of users in that cohort.
4. User Acquisition
Do you understand how mobile users are finding your app, blog posts, and social networking profiles? Gaining insight into user acquisition will help you grow your reach and engage more users. According to Drell, this is how Guy Rosen, CEO of Onavo Insights, was able to use progressive advertising to help the popular game, Candy Crush, convert more than 20 percent of iPhone users into active players.
Make Mobile a Priority in 2016
If you’re just now tuning into the fact that mobile is a major component of internet traffic, you’re way behind. The good news is that there’s still time to catch up. In 2016, your digital marketing success will rely on your ability to engage these mobile users. By tracking and studying the aforementioned KPIs, you can better optimize your efforts and maximize conversions.
