Over 12% of traffic to UK websites now originates from a mobile device. This is growing month on month so it’s imperative that you’ve giving your mobile users a positive experience on your site. Thanks to Google Analytics, it’s pretty straightforward to identify tell tale signs about whether or not your mobile users are taking to your site the same way they would on a desktop.
Before taking any of the numbers we talk about below into consideration, you should take into account the following:
Bounce Rate: As much as I have a problem with using bounce rate as the ultimate means of measuring whether a website is ‘good,’ I do believe it has its place here. However, it has to be relative to your site as a whole. So, by all means, compare the bounce rate of your mobile users to your non-mobile users as a means of assessing whether or not there might be an issue with the user experience for mobile users on your site.
Average Time on Site: Again, this should be compared to the website as a whole. If your site in general has a particularly low average time on site, then you would expect this to be the case for mobile users too. But let’s say your non-mobile users spend an average of 5 minutes on your website and your non-mobile users spend 2 minutes, then there’s potentially a cause for concern there.
Number of pages viewed: As with anything else, this should be considered in comparison to the same figures for your non-mobile users.
Conversion Rate: Bounce rate, user time on site and pages viewed is relatively unimportant if the conversion rate is remarkably high. Maybe your mobile users are spending less time on your site because they’re finding their way more quickly to conversion? This is another absolutely key element to consider.
In September 2009, less than 0.1% of traffic came from a mobile. By February 2011, this was over 8% in by the end of July 2011 it had grown again to more than 12%. Mobile usage is anticipated to exceed desktop usage by 2014 so this is no longer an insignificant proportion of users.
Mobile optimisation is essential and includes:
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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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