Using Mobile Trends in Analytics to Shake Up your Marketing

There are many insights you can find within your websites data analytics. There are the usual visitor specific trends and then there are trends you can spot with the technology visitors are using to access your website.

From Desktop to Mobile

It was recognising a shift from desktop to mobile devices for visiting a particular website that alerted the team at Conversion Leadership that there was a new trend in progress. All thanks to analytics.

In an age where user device increasingly dictates whether your content will be accessible to as many possible visitors as you assume multi-platform accessibility is the norm, it’s important to recognise this as a trend that will potentially threaten ROI on your online marketing efforts if you are not paying attention.

For Conversion Leadership client, Café Coach, two things happened in quick succession that pointed to something serious with mobile trends in analytics for the website:

1. Google changed its algorithm to favour mobile friendly sites; and
2. The analytics demonstrated a peak in traffic from mobile devices.

Once the patterns showed up in the analytics for mobile traffic, it became clear that the only “passable” responsive design theme being used for the website had to be immediately replaced for something that totally supported a mobile device visitor.

Recognise Shifting Mobile Trends in Analytics

In 2015 Google changed its algorithm to prioritise mobile friendly websites, meaning that your website needed to be optimised for a mobile user experience in order to rank well in search results.

Many larger companies invested heavily in the lead up to this change by building independent, specially constructed, mobile-only websites to keep them at the top of the Search Results Pages (SERPs).

For small businesses and individuals, the idea of having to spend so much money and then manage 2 websites was crazy.

Fortunately, responsive design was already well underway and so many savvy web designers were getting their clients websites ready using responsive design. As with all technology it doesn’t take long before it advances and what used to be “bleeding-edge” is clunky and performs poorly.

So while the Café Coach website had benefited from a responsive design to begin with, the technology had moved on and was now impacting on the website’s ability to perform (make sales).

Listen to what your analytics shows you and seize on opportunities for change. It's this level of attentiveness that keeps you on Top in the SERPs.

The Café Coach organic search analytics were showing more and more prospects were looking at the website on a mobile device (as a Client, its part of our process to review analytics at least weekly and make comparisons to previous data in order to recognise patterns).

Using Analytics to Guide your Marketing Decisions

The website redesign involved simplifying the content, a process of re-engineering it to better suit visitors using a mobile or tablet, as well as enhancing the mobile experience by making pages that would load faster.

Any website is there to assist the user through their buyer journey so needs to be as easy and straightforward as possible no matter how they are viewing it.

As a marketer responsible for online, this is your number one priority isn't it?

Which is why it’s so important to make analytics your friend.

It’s only through your ability to spot patterns like the mobile trend in analytics found for Café Coach, that you’ll be able to remain relevant in your space.

Once the changes were made to the Café Coach website, the traffic volumes increased as a whole for organic search. Analytics also showed that users stayed on the site longer, they kept coming back and the first mobile device sales conversions began to filter through.

These brand new conversions were only made possible because of that first recognition that mobile mattered for Café Coach.

Is your website missing out on vital traffic and conversions?
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