In the second post from our m-commerce month, we discuss how to assess the quantity of mobile traffic arriving at your ecommerce website and, more to the point, what this traffic is doing when it gets there!
Just this morning, IBM released a report stating that a whopping 13.3% of online sales from Q1 of 2012 originated from mobiles (report covered on DM news). That’s an incredible number and represents a continued rapid growth in the rate at which people browse and buy on their mobile devices.
Of course, headline grabbing statistics like that don’t offer much breakdown into which particular areas of retail are experience the fastest mobile growth and, more to the point, what proportion of YOUR visits and therefore sales are likely to be originating from mobile devices.
Within the Google Analytics dashboard, you’ll see (in the left hand menu) ‘Audience.’ Under this, you’ll find ‘mobile.’ In here is all the usual data you can pull from Analytics but specifically relating to your mobile users.
Note: Tablet devices are counted as mobile traffic within Google Analytics too. While tablets are indeed technically mobile, we’ve certainly come across many cases amongst the sites we deal with where tablet traffic is higher converting than even desktop traffic. Smartphone traffic often converts at a lower rate though, where no mobile site exists to cater to these users.
You probably already have way more data about your mobile visitors than you realised!
Then it’s time to get more device specific in order to truly understand who you’re catering for. Switch to ‘devices’ view in Google Analytics and you will see an entire breakdown of the devices driving traffic to your site and, ultimately, conversions as well.
Google Analytics is an incredibly powerful tool that can give you detailed insight into exactly what your users are doing on your website. And while the headline statistics really are incredible and are probably representative of what’s happening in your industry too, there’s no data more relevant to you than exactly what’s happening on your site.
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About the Author
Stacey joined us in 2009 as a junior copywriter; now she’s a recognised figure on the global speaking circuit, having wowed audiences in the UK, Europe and US – including at MozCon 2014. She leads our search team and works with clients to deliver high-level campaign strategies.Visit Stacey's Page
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