Marketers can use qualitative app analytics to investigate the real reasons for falling conversion rates
Are your mobile app’s conversion rates breaking your heart? Let’s turn that frown upside down. If you are marketing a mobile app, you’ve probably had long days or even nights of staring at less-than-stellar conversion rates, trying to understand why they are low. We’ve all been there. One of the problems in the analytics methods we use today is that they show you WHAT is happening in your app, but not WHY it’s happening. That’s where qualitative analytics comes in. In addition to data that show trends in user acquisition and retention, qualitative allows you to delve deeper into the “why” of your conversion rates, giving you a front-row seat to see how your users behave by showing you video recordings of real user sessions.
Why more marketers are turning to qualitative analytics
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development
"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. Eric Schmidt of Google exhorted businesses to take a 'Mobile First' approach to designing web experiences.
Today, according to the latest Digital Future in Focus report from comScore, we're long past this tipping point in some countries with India, Mexico and Indonesia having more than up to 4 times higher smartphone vs desktop audience.
The mobile statistics that the team at Smart Insights curate in the regular updates to this article are grouped under these headings for key questions marketers need to answer about mobile to help them compete:
Europe ahead of US in mobile engagement
Adobe have released new research comparing mobile engagement in different countries and across different sectors. We thought it could be useful for benchmarking your use of smartphone and tablet on your site and the engagement you're getting.
The research was released at this week's Adobe Summit for EMEA in London. It's from the Adobe Digital Index (ADI) and part of a new report which analyses website metrics such as stickiness, consumption, and conversion rates. It's a big study based on data from 100 billion visits to more than 3,000 Web sites in Europe (Belgium, France, Finland, Germany, Luxembourg, the Netherlands, Norway, Sweden, and the UK) - comparison are given to the US too.
According to Tamara Gaffney, principal at the ADI:
"The big difference Gaffney noted between Europe and the US was in traffic coming from smartphones. In Europe, the Nordic countries were the leaders, with smartphone…
How smartphones are being used in the United States for shopping and travel purchases
Emarketer's research focused on US shopper behaviour to understand how American companies can target the mobile shopper. Emarketer estimates that there are now over 145 million shoppers using their smartphones, an increase of 23 million since 2013.
However, it's interesting that they predict that this year only 1.6% of USA sales will be taken via a mobile, as it's a big influence in the lead to purchase decision-making process rather than a device for purchasing a product/service. Similar shopping habits to the UK where shoppers are inclined to use their mobile for researching products through the latest boom in showrooming and webrooming as 33% of Americans are showrooming on their devices.
The graph below from their report shows where consumers are using their mobile app when it comes to purchase, with the biggest increase in lifestyle and shopping.
Chrome triumphs on desktop, but Safari on mobile
If you're a marketer or designer you'll be aware of the dramatic change in browser use since Google introduced Chrome. This compilation from the US from Adobe Digital Index's report clearly shows the change across the most popular browsers, across desktop and mobile. Is it no surprise that in 2014 we have seen a crossover so that Google Chrome commands the highest share, as us consumers are spending more time in the 'google ecosystem' through our Gmail accounts, Google hangouts, and Chrome and Android browsers default to google search - we can't escape it!
However, Internet Explorer and Safari are still at similar market share, so as Craig Sullivan points out in his post on 17 ways to F**k-up your AB Testing - many sales can be lost because designers ignore older versions…
KPIs and Tools for optimising mobile marketing results
As mobile marketers get to grips with planning activity and budgets for 2014, this post takes a look at using tracking and analytics tools to optimize your mobile investment and performance.
Consumers expect and demand an exceptional user experience on their mobile and tablets, competition for their attention and loyalty intensifies, and your internal stakeholders will be looking to maximize their investment in mobile.
A structured approach to tracking and analytics provides three core business benefits which will help justify your mobile investment.
1. Conversion Rate Optimisation
Your #1 priority must be converting traffic to your mobile site or downloads of your app to delivering key goals - such as generating leads, quotes, bookings or sales.
2. UX improvements
Use customer journey tracking to identify the best / worst performing pages on our site or apps. Focus on pages which experience high drop off (eg registration, check-out).
3. Better informed…
A reminder to factor in variation in conversion from mobile when modelling sales from mobile site visitors
Reviewing the latest statistics on increased use of mobile is useful for making the case for mobile marketing. Earlier in the week I shared 4 key sources on mobile platform usage.
What's of most interest to site owners though, is what happening in their sector, and on their site in particular. In this post, I'll share two examples. The first is most relevant if you work in travel. It's an infographic from Skyscanner. The headlines are:
30% of Skyscanner visits now from mobile (50% in some markets), but...
Mobile users are 39% less likely to book
It shows that, of course, you have to look at both volume and quality of traffic when creating the business case for investment in mobile.
The second company example,…
Helping inform the app vs browser mobile decision
Recommended link: Yahoo mobile modes research
I found this research interesting since it set out to understand how users interact with devices on their mobile. We all know from our personal use of mobiles that, if we have a smartphone, we’ll prefer apps for some tasks and browsers for others. This research gives a nice clear statement on what these mobile tasks are:
Mobile growth predictions to support your mobile marketing strategy
Research value: [rating=5]
Our commentary: I'm sure you noticed the tremendous growth in 2010 of use of smartphones, tablets and the popularity of mobile apps. If you're creating a business case for investment in mobile phones we hope this alert about future predictions of mobile usage will be useful to highlight some data to suppport your arguments.
What's most interesting to us is how the trend to smartphone and tablet usage results in a lot more use of mobile networks. This is highlighted by this graphic.
Another point is that we don't seem to be near saturation. These statistics on mobile growth by region show sustained growth across all markets: