Think about the last time you purchased something on your mobile. Do you remember what the experience was like? Chances are it was relatively smooth, which is why you completed a purchase. On an average, if a sites takes over 5-10 seconds to load, we don’t wait to see what happens. And that’s putting it politely

The scenario painted above happens all the time with mobile marketers. As Nigerians, we’re probably exposed to some of the worst mobile experiences. It’s not so difficult to find out why, our websites are not fully optimized considering the uniqueness of mobile web. People have short attention spans, they want the news in 140 character snippets, they want to shop with the click of a button — and they want infinite information accessible at their fingertips via smartphones and tablets. It’s easy for businesses to lose potential customers with a complicated, slow or inefficient mobile website.

Our e-commerce space is populated. Which means if you don’t get your strategy right, your customers won’t think twice before switching to another website, it just takes a tap! There are essential metrics which determine your probability of success. In addition to who is looking at your site, and how they’re navigating through it, it’s also important to take into account where they’re viewing your content — and mobile traffic, in particular, is a big deal.

In an increasingly mobile world, there’s more than one reason why it’s crucial to keep an eye on your website’s mobile traffic. Below, we take a look at some of the most common reasons why this metric is an important piece of your overall analytics efforts. And what you can do to optimize your marketing with this knowledge.

A Responsive UI – User Interface

We don’t exactly have fast internet in Nigeria. Even with the so called 4G LTE networks. So you need a light website that fully loads all the components within the shortest possible time.  Responsive design is increasingly becoming the go-to solution for businesses seeking optimized mobile experiences. If your site is heavy on visuals, videos, products or “mobile commerce”, then it’s a no brainer that you go responsive. Important questions like – which operating systems are the most common among your site traffic? Are more users visiting your site on smartphones, or on tablets? What is the overall ratio of mobile to desktop traffic? – can help you determine exactly what you need to infuse into your website.

Consumers behave differently on smartphones and computers, which have differing functionalities and capabilities. You need to analyse user behavior and experiences across the entire purchase funnel to understand the best move for your web or app design. Responsive design is good for most businesses for the following reasons:

  1. It’s easier to maintain one site than maintaining a separate mobile website
  2. It’s cheaper to build a responsive website than to build a desktop site and a separate mobile site
  3. Data analysis is also simpler on a mobile responsive website

Take the Localized Digital website for example, it is mobile responsive. Hence the same website shows well for both mobile and desktop traffic.

responsive-localized-digitalInsights

It has become very important for businesses to recognize recurring consumer patterns. Instagram recently released a new feature for business to see the demographics of people that view their IG posts. This has become very important for businesses to target their Ads and also review their strategy. When and how users view your content on mobile affects a number of decisions — everything from the length of your videos to where you place certain content. Tracking user behavioral patterns and page flow among mobile users informs your decisions for many of these adjustments.

Noting the metrics surrounding certain behaviors — such as time spent navigating the site or watching videos — also provides valuable insight into how to tailor your content to smartphone and tablet users. Perhaps videos should be front and center on your more “lean back” tablet properties, while directions and location information should be prominent on the smartphone app. If most of your customers come from Lagos, it also means you should channel your offline marketing efforts towards Lagos; if you want to consolidate on your gains or move in to another state to gain grounds. There are numerous decisions you can make via key Insights.

Here’s an example of insights pulled by the Google Analytics mobile app.

get-details-from-insightsTweak Your Ads for Mobile

Knowing how your consumers behave on mobile should also heavily influence your mobile advertising strategy — where should your brand promote itself, and what message should these ads send?   As with ad strategy, mobile traffic analysis is also extremely useful when devising email marketing campaigns. Using Email marketing as an example to buttress why you need to pay special attention to Mobile optimization, here’s a “sobering” statistic from MailChimp; 69% of mobile users delete emails without reading if they’re not optimized for mobile, and another 18% said they would go so far as to actually unsubscribe. The moral? Make sure your email newsletters are optimized. You can easily find free email responsive templates online.

Here’s an example of a mobile responsive email from localized digital.

Localized digital mobile email responsive

How has your company, business or website effectively utilized mobile marketing, strategy or analytics? Tell us in the comments box below!