By Charlie Cummins –

The breakfast briefing today was a more advanced follow up to the session earlier this month and took a much more in-depth look at “Understanding and Capitalising on Mobile’s Value”. The presentation offered some essential guidelines on mobile’s capabilities, how to evaluate what it delivers and how to understand mobile’s role in driving commercial conversions on websites.

Mobile Strategy:

A recap from the previous session reiterated the importance of having a proper mobile strategy:

  • Identify the “micro-moments” that matter to your business
  • Optimise your website for to deliver a good experience for mobile users
  • Measure any valuable actions from mobile users
  • Maximise your AdWords strategy to capture mobile customers

Changes in Trends:

What Google are seeing in their traffic patterns is that traffic from mobiles is growing all the time, while traffic from desktops is declining. Traffic from tablets is also increasing but at a less dramatic rate than mobiles. However, interestingly is the fact that conversion rates from desktop devices are increasing, while those via mobiles are falling. The conclusion from this is that people are doing the initial research on mobile, but using their desktops to complete the transactions. Thus, mobile’s role in the total sales funnel has to be valued and understood – it’s where people first “explore”.

Metrics to Look For:

As part of beginning to understand what how mobile is performing for your business, a simple year-on-year comparison via Google Analytics on the following key website traffic metrics are recommended:

  • Mobile versus Desktop sessions (are the increasing?)
  • Pages per sessions (are the engagement scores positive)
  • How many desktop sessions tracked to each transaction.

Click Attributes:

Typically, the last click prior to a conversion has been attributed the full value of the transaction. However, given how people today use their devices to search and buy online, this does not necessarily reflect the true “value” of that last click. All the other interactions along the sales path have helped to lead to that final, closing click, so they too have a value. They have helped move your audience along the path from a starting point of “just looking” to “I’m thinking and considering this” to “doing and purchasing”.

If you’d like to discuss how you can improve your mobile strategy, please email us on [email protected]