optimize ecommerce

Improving Your Mobile Strategy with responsive design & Analytics

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.


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!


Google's best practices for mobile app install campaigns

If you're the typical developer or SME owner, you probably just spent a ton of time and money building this app. Now its time to push this baby out to the world and get awesome feedback. But wait, how are you going to do that? And how do you ensure that you get the most bang for buck?

Lost of people face this dilemma everyday. And its exhausting. As a marketer that has helped build an app from a little over 4,000 to over 200,000 downloads, I can tell you it is.

But Google has come up with a few suggestions they think can help you out. I'd chip in one suggestion though, before continuing with the rest.

(My tip) Be sure to track installs & events

Nothing is worse than not knowing what converts. It's the scientific advertisers nightmare. And that is exactly what happens when you don't have the appropriate SDKs installed to attribute app installs. In a lot of cases (surprisingly), people still install individual SDKs from different platforms. And then they end up with an app that is like 15MB. In today's world, attribution partners rule.

Attribution partners are connected to almost all major platforms and integrate all SDKs in one. Which means that you have both Google's and Facebooks SDKs in that little snippet of code. You can also get partners that include ad networks like AdMob. I personally like Adjust, because of it's in-depth dashboard data. All in all, be sure that your app can tell you who did what, when and why.

And here are the 12 tips from Google

1. Track beyond the app install

Tracking in app conversions can save your life! Like I said before, knowing what customers are doing on your app is of vital importance. At Zoto, we never really tracked app downloads, it was never a metric to discuss at a management level meeting. The mos important KPIs turned out to always be cost per registration, transaction attempt rate and cost per transaction. Those are the things that counted towards our bottom line.

Ignore tracking in-app conversions and you very well could just close shop and go home. Read more about tracking in-app conversions here

2. Decide what's valuable to your app

What's valuable to me might not be of any reasonable value to you. So be sure to check for the most important app events to look out for. Take a game app as an example, number of signups might be important. But more important might be the amount of time spent per session, or the average level a user gets to before they churn.

Your most valuable app events will be those that can directly be tied to your end goal. Things like "Add to cart", "Checkout", "Subscribe" etc. Click here to read more about valuable events

3. Promote your app

I'm sure you already guessed this one. In most cases, the "build it and they would come" principle doesn't apply to apps. You'd need to fund campaigns to drive installs of your app, just ensure you get a good Cost Per Install (CPI). On an average, aim for about $0.50 and definitely less.

Start with the Universal app campaigns

These are a few of many tips, continue reading more tips from Google here.

SMS marketing

Take these 7 steps to get better results from SMS marketing

As marketers and customers we've all been there, either having a client tell you they want to send messages to 100,000 phone numbers that they bought from the shady looking guy they met through dealdey Read more