Mobile Traffic Data Needs To Be A KPI Measure [real data]
I started looking at some Google Analytics data the other day for a company and the figures looked like this:
Mobile visitor data is in the bottom two rows and the non-mobile traffic (for comparison) is the top table.
Right off the bat, these figures tell me that there might be a problem with the mobile site and needs more investigation.
Here’s why:
- Mobile visits are up 117% year over year following the well-documented trend of people using mobile devices more and more.
- Average page visits has only gone up by 1.76% - not a significant increase.
- The time spent on the site from mobile visitors has also barely increased and is well below the time spent non-mobile visitors. We might expect that because mobile users might be ‘on the go’ or just looking for some quick info. Or it might be something else.
- The bounce rate is well above the average for the main site and gives a clue that the user experience for mobile devices might not be very good.
When you look at the overall picture, there are more mobile visitors to the site but the bounce rate remains high and both the time on the site and the number of pages per visit from a mobile device haven’t changed much.
This isn’t a comprehensive review but it warrants the question - is there a problem with the mobile experience if these stats aren’t improving?
As mobile becomes more and more important, companies should be considering using mobile traffic analytics in their website KPI’s and benchmarks. In this case, the company should do more investigation into the user experience (maybe user testing, user feedback) and could aim to improve the mobile user experience so that the mobile metrics exceed non-mobile metrics.
