Current reports by Gartner indicate that mobile devices will overtake desktop/laptops as the most used Internet access device worldwide by 2013. Many marketers still think they have plenty of time to optimize their site for mobile traffic. Many don’t believe users will trust mobile devices to make purchases or provide personal information. With our first review of the new mobile reporting in Google Analytics, these marketers are already behind in their mobile strategy.
The new mobile report can be found in the visitors report section:
There are two components to the report:
- Overview-provides an overview of mobile and non-mobile device visitors, with the standard site usage, goals and e-commerce information.
- Devices-provides detailed information by:
- Mobile device-Apple iPhone vs Motorola DroidX
- Device brand-Apple vs HTC
- Service provider-ATT vs Verizon
- Input selector-touchscreen vs clickwheel
- Operating system-Android vs Blackberry
In addition, the devices report has a Map Overlay report:
How We Are Using Mobile Information to Help Clients
This new mobile report nicely complements the Google AdWords device targeting:
Armed with the new Google Analytics mobile tracking, we can create AdWords campaigns targeted to particular operating systems or carriers. Knowing that Apple related products on AT&T convert better than Android products on Sprint, we can better allocate budget and effort to produce highly engaging campaigns.
In addition, we can assist our clients in optimizing landing pages for different devices. With the new report we can instantly identify devices that do not have good site engagement or convert well. Correcting any usability issues with landing pages for certain devices can dramatically increase engagement and conversions.
Lastly, many marketers do not have a grasp on how mobile users have been interacting with their site. Over the past couple of months I have heard several marketers (clients and non-clients) share with us that they do not believe their mobile visitors would ever interact with the site and wanted to wait in the shadows before implementing a mobile site or landing page, or a mobile marketing strategy.
Below shows the mobile report for a business that did not want to create a mobile site or landing page or market to mobile users:
By providing this business insight into their mobile visitors, their marketing team is working with Lever Interactive to better target and convert mobile users.