WAW Mobile Analytics 9.23.15
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The document presents a mobile analytics strategy, discussing mobile trends and the importance of mobile-specific advertising and usability design. It highlights the significant growth in smartphone subscriptions and the impact of tailored mobile pay-per-click strategies on client performance metrics. A case study demonstrates successful implementation, showing substantial increases in conversions and visits for mobile users.
WAW Mobile Analytics 9.23.15
- 1. Mobile Analytics Josh Blankenship, Client Strategies Manager TopSpot Internet Marketing
- 2. Mobile Analytics 2 Agenda for Today • Mobile Trends • Mobile Advertising • Our Mobile Analytics Approach • Responsive Usability & Design Web Analytics Wednesday
- 5. Mobile Trends 5 6.1 billion smartphone subscriptions in 2020 2.6 billion smartphone subscriptions in 2015
- 6. Mobile Trends 6 42%manufacturing queries start on mobile
- 7. Mobile Ads 7 Benefits of Mobile PPC •Different Messaging - Mobile-specific ads may have different messaging than desktop ads. In some cases it makes sense to deliver a certain messaging and calls to action based on what device a person is using. •Mobile Bid Adjustments - Can increase or decrease bids for users on mobile devices •Mobile Ad Extensions - Includes specific calls to action, location extensions or click to call extensions
- 8. Mobile Ads 8 When using our Mobile Pay Per Click Strategies clients have experienced: •Increased Impression Share During Targeted Times •Increased Click Through Rates (on relevant phrases) •Increased Lead/Conversion
- 14. Mobile Analytics 14 Audience > Mobile > Overview
- 16. Responsive Usability 16 Mobile experiences need to be planned in a league of their own. • Action directives • Navigation – counts for 80- 85% mobile success • Search placement matters • Pops, drops, rollouts & sliders
- 17. Responsive Usability 17 Parallax / Scrolling Behavior
- 18. Responsive Usability 18 Parallax / Scrolling Behavior
- 19. Responsive Usability 19 Less than 27.8% of desktop users viewed value proposition / CTAs
- 20. Responsive Usability 20 41.2% of smart phone users viewed value proposition.
- 21. Devices and Screens It’s not just the Smartphone folks we’ve got to think about… …we’ve got to think about the big guys, too. 21
- 23. Responsive Usability 23 55.6% of tablet users viewed value proposition.
- 24. 24 Desktop Smart Phone Tablet
- 25. Responsive Usability 25 Tabbed Content Usability
- 26. Responsive Usability 26 Tabbed Content Usability
- 27. Responsive Usability 27 Tabbed Content Usability – 11.59% Clicks (Desktop)
- 28. Responsive Usability 28 Tabbed Content Usability – 20% Clicks (Mobile)
- 29. Responsive Web Design …isn’t going to be “responsive web design in the future.” • Server level browser detection • Forms – employ server calls if you can • Use social logins when possible • Work for the transfer – device to desktop 29
- 30. Responsive Website Case Study 30 Metal Coatings Traffic trends indicated a need for the website to provide a mobile-friendly experience for their growing smartphone and tablet audience. When analyzing the pages mobile users were accessing, it was apparent that all of Metal Coatings’ content needed to be available in a mobile-friendly format.
- 31. Responsive Website Case Study 31 Results: • 247% increase in Smartphone conversions • 76% increase in overall smartphone visits • 72% increase in overall tablet visits
- 32. Thank you! Contact TopSpot Internet Marketing: www.topspotims.com/contact @JoshTTU @TopSpotIMS Presentation available via Slideshare 32
Editor's Notes
- #4: As of last year, mobile has overtaken desktop for local search query volume. The market research firm found that 66.5 million local search queries were made via mobile devices to desktop's 65.6. By the end of this year, those numbers will be significantly more disparate: desktop will decline to 64.6 million, while mobile will swell 23 percent to 81.8 million. As mobile search increases, mobile search spend is following suit, albeit less dramatically. In 2014, desktop accounted for $14.30 billion of U.S. search ad spending, while mobile made up $8.72 of the total. By the end of this year, the numbers will be much closer together: $12.82 billion for desktop and $12.85 for mobile, according to March research from eMarketer. eMarketer predicts that in two more years, desktop will be $9.12 billion of the ad spend share and mobile will be more than double that, with $21.73 billion. Getting more specific on ad spend, BIA/Kelsey estimated last month that mobile would increase 56 percent to make up $6.7 billion of local ad spend. That's 37 percent of the total; by 2019, mobile is expected to nearly triple to $18.2 billion.
- #5: The new normal: a striking image – Pope Benedict’s inauguration in 2005 vs Pope Francis’ inauguration in 2013
- #6: Source: Mobility Report from Ericsson
- #7: Source: Google internal data
- #8: TopSpot’s Approach
- #9: TopSpot’s Approach
- #15: If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period you’ve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.
- #16: If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period you’ve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.