e-commerce players & mobile analytics
Post on 12-Jan-2017
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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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