tracking mcommerce’s most wanted
Post on 20-Oct-2014
1.115 views
DESCRIPTION
The Ecommerce experts from FastPivot.com & Monitus.net review key metrics in measuring mobile visitors, sales and current mobile trends. During this online discussion they reviewed the need for a mobile website, tracking problems with JavaScript redirects, and the best way to capture mobile sales. Ron Yates, founder of Titanium-Jewelry.com was also on hand to share his mobile experiences and the results that he has witnessed including a 138% increase in revenue from mobile shoppers.TRANSCRIPT
Tracking mCommerce’s MOST WANTED
with special guests
Monitus.net & Titanium-Jewelry.com
Presenters
• Kurt Illian, FastPivot@kurtillian
• Ken Lubeck, FastPivot@kenlub
• Michael Whitaker, Monitus.net@monitus
• Ron Yates, Titanium-Jewelry.com@TitaniumJewelry
Discussion Overview
• Whether or not you need a mobile friendly website.
• How you are losing the most important data.
• How to test a mobile website using a browser.
• The best way to capture mobile sales.
• How several merchants are succeed with mobile.
Whether or not you need a mobile friendly website.
Long Term mCommerce Growth
Mobile Challenges
• People are having trouble navigating on a three inch touch screen. Your store is optimized for a 17 inch desktop experience.
• Your conversion rate is about half on visitors viewing from a mobile device. Same goes for your bounce rate, it is about double for mobile visitors. You can check in Google Analytics or Yahoo! Web Analytics.
Mobile Traffic in Google Analytics
Who are these mobile visitors?
What if an increasing number of customers want to interact with your site via a mobile device?
Need to pay attention to channel preference.
Mobile Traffic in Yahoo! Web AnalyticsCreate a custom report and bookmark it
Mobile Traffic in Yahoo! Web Analytics
Baseline Metrics
Strong growth – year over year
Baseline Metrics
iPad from 0 to ....
Who are these mobile visitors?
5% of total traffic
and they buy!
Segment mobile traffic
You segment in order to learn if mobile visitors are different that regular visitors
Segment: Conversion Rate
Do you need a mobile optimized site?
Segment: By Source
Are traffic sources different?
Do the same thing for Keywords, pages viewed, goals...
Are mobile visitors able to reach their goals?
How you are losing the most important data.
A word of caution for Yahoo! Store
On a Yahoo! Store - there is no automatic redirect on the server level (unlike Best Buy)
Redirect has to be done with JavaScript code on the landing page.
For usability you want the redirect to happen as fast as possible
Problem is that redirect happens before the web analytics tag fires
and would lose referrer information!
This is the same issue with AB testing. If you are in the B group you want the redirect to happen before A is displayed.
Are you losing referrer info?
Go to Hostnames report and click on the mobile domain
Segment Hostname by Keyword or Source
If you see (not set) or your main domain you are losing referrer info
How to review and test a mobile website using a
browser.
Tip: How to view mobile sites without a mobile device
Get Safari Browser - Mac or PC
Tip: Turn on Develop menu
Tip: And change User Agent
Tip: Now the mobile version should show up
Use this to quickly check who has mobile sites and how they work and get ideas
What does your site look like in mobile search?
The best way to capture mobile sales.
Deliver a Mobile Experience
• Lightweight front-end that delivers a smooth experience.
• Customized header, color palette and add-to-cart buttons to match existing website branding.
• Home page with featured items and navigation.
• Section pages with pagination, including total products count.
• Enlarged image feature on product page.
• Mobile friendly checkout for easy ordering.
• Mobile redirect – for Yahoo! Stores this is a JavaScript redirect.
How several merchants are succeeding with mobile.
WorldSoccerShop.com
WorldSoccerShop.com
30% increase in mobile sales
(Sep & Oct) vs. (Nov & Dec)
Other Mobile Observations
• On average, your:
• Conversion Rate goes to normal.
• Bounce Rate goes to normal.
• Customers are less frustrated.
Titanium-Jewelry.com
Titanium-Jewelry.com
Regular Site
Mobile Site
Titanium-Jewelry.com
Revenue increased 138%
Transactions increased 43%
KPI Before After
Pages/Visit 2.33 4.44 90% Increase
Time on Site 2:05 3:41 77% Increase
Bounce Rate 68.8% 28.2%59% Decrease
Conversion Rate
.24% .41% 70% Increase
Questions & Answers
Special Offer
50% Off Mobile Installation
Only $150 until March 15th
contact
[email protected] or www.fastpivot.com