TOP 10 WAYS E-COMMERCECOMPANIES CAN BENEFITTHROUGH MOBILE ANALYTICS

F R O M

T H E D I G I T A L A N A L Y T I C S C O M P A N Y

THE WHOLE WORLD IS BECOMING“MOBILE-FRIENDLY”.

Presenting top ten ways e-commerce companies can benefit from mobile analytics

E - C O M M E R C E C O M P A N I E S T H A T A R EN O T C A P A B L E O F P E R F O R M I N GE F F E C T I V E L Y O N S M A R T D E V I C E SW I L L N O T O N L Y L O S E V I S I T O R S B U TA L S O R E V E N U E W H I L E T H E O N E ST H A T W O R K W E L L W I T H M O B I L E SW I L L G R O W A N D P R O S P E R .

DEFINE A MEASUREMENTFRAMEWORK EXCLUSIVELYFOR MOBILE PLATFORMA recent survey by the Aberdeen Group

found companies using mobile analytics saw

an 11.6% increase in brand awareness while

those without a mobile-specific analytics

strategy had a 12.9% decrease.

The behavior of mobile visitors is quite

different from that of desktop visitors and

hence, the analytics strategy has to be

customized for mobile too.

GAUGE THE BEHAVIOR OF THEMOBILE VISITORS AND CREATEAPPROPRIATE TARGETINGSTRATEGYRetailers saw 95% increase in mobile

shopping revenue during the Black Friday

2015. Businesses must study the mobile path

to purchase that their visitors follow and

develop strategies to make that path free of

any kinks.

E-commerce companies must identify the

right events to track and measure through

the right tools customized for their needs.

OPTIMIZE CONVERSION RATEFOR THE MOBILE CHANNEL

If the right events are tracked, metrics and

performance indicators are defined then

companies can conduct various tests to

tweak the elements of the mobile app or

mobile website to optimize the conversion

rate.

There are many other techniques and best

practices that can be employed to measure,

test and optimize the performance and

engagement rate of your mobile app or

platform.

IDENTIFY WAYS TO GROW APPREVENUEApart from taking in user feedback and

improving the app, analytics can also play a

critical role.

Analytics can help you track the top revenue

generators, areas that are not performing as

well compared to the desktop site, revenue

drivers and inhibitors, and so on. These

metrics can help you optimize your mobile

app/site for increased revenue generation.

IMPROVE THE USAGE OFMOBILE APPSScreen flows, options, filters, search results,

buttons, the number of clicks, etc., all make a

big difference in how users perceive your

mobile app.

Improving the usage is an ongoing process

and comprises of measuring several metrics,

engagement rates, time on the app, visits to

screens, drop-off screens, and so on.

With all the analytics in place, you can define

clearer funnels and improve usage.

TEST DIFFERENT CREATIVEVARIATIONS IN THE APPS ANDMOBILE SITESA/B testing and MVT are of vital importance

in the mobile world as the screen size is

limited. Marketers have to pick only the most

important elements to display in the right

way as per the screen dimensions.

Constant analytics can help in identifying

options and testing them to find out what

works best.

IMPROVE THE LIFETIME VALUEOF THE MOBILE VISITORSBy calculating lifetime value for each user,

you can identify how much you can spend in

developing the relationship with that user

and conduct personalized promotions and

targeted marketing campaigns to improve

the lifetime value.

Analytics will play a significant role in

calculating the LTV.

MEASURE THE IMPACT OFMOBILE SPECIFIC CAMPAIGNSMobile app downloads are easy to count, but

how would you measure the impact your

mobile marketing initiatives are having in

terms of incremental user engagement, visits,

session duration, average basket value, and

ROI.

How much is mobile actually contributing

to your bottom-line?

The accuracy of tracking is highly important

to understand the role of mobile as

compared to other channels.

AD HOC ANALYTICS FORSPECIFIC CHALLENGES

Is your mobile cart abandonment rate on

the rise?

Are users dropping out mid-way during

the check-out process?

Are the right products displayed for

specific searches and filters?

Mobile analytics can help in identifying the

root cause of such problems and help

companies in rectifying them.

CONNECT MOBILE DATA WITHOTHER CHANNELS AND GET AHOLISTIC PICTUREThe focus is shifting from the number of

“visits” to the number of “visitors”. Companies

are not concerned about how many devices

a person uses, or how many times a person

reviews your site, but how many individual

visitors are there irrespective of the devices

they used.

To get the correct analysis, mobile data has

to be merged with data from other channels

to understand how a visitor behaves.

TO CONCLUDESome recent studies have predicted that in 2016 mobile revenue

will overtake desktop revenue for e-commerce companies.

All the companies are investing heavily in optimizing the mobile

user experience but that can bear fruit only through well-

planned and intelligent mobile analytics strategy.

With a robust mobile analytics strategy in place, companies can

understand exactly where the problems are happening and how

the experience can be optimized for higher conversions.

THANK YOUV I S I T W W W . N A B L E R C O M F O R M O R E D E T A I L S

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