If you’re paying attention to your mobile content strategy, you may be confused about which analytics you should be tracking. Mobile is a different animal and requires tracking your users in a different way.
Let’s look at the analytics you should be tracking while analyzing your mobile content usage:
Obviously, you want to know which technology platforms your customers are using to access your content. Knowing that you have an even split between smartphone users vs. tablet users may change your content strategy, or what you publish when. Watching spikes in traffic using different types of devices at different times of the day will make those decisions easier.
For example, more tablet users are accessing news content late in the day, around 11pm, according to Lee Rainie, Director of the Pew Internet Project. For news publishers, this gives them a distinct advantage in knowing which types of content they should publish that late in the day. They may choose to publish video and photographs, broadband consuming pieces of content that people will take the time to access with a tablet.
2. Time on Site or Average Visit Duration
This is critical for knowing if your mobile content is consumable in a mobile setting. Remember, mobile contexts are slippery for mobile users, as they are constantly shifting their attention throughout the day.
In some cases, it may be good that they only spent a few seconds on your site — maybe they only wanted a phone number. If yours is the type of site where time on site proves your content’s value, then you want to make sure you pay careful attention to that number.
3. Mobile vs. Not Mobile
This is a metric you want to watch over time, not necessarily one week at a time. Since mobile usage is going up in general, you want to see your metrics on this number go up on your web properties as well.
4. Page Loading/Site Speed
If users cannot access your mobile content, they will jump quickly. After four seconds, more than 25 per cent of your traffic will begin to abandon your pages if they are taking that long to load. See this infographic to understand how page loading time affects your bottom line.
5. Exit Pages
Where are users abandoning? Is there anything you can do to those mobile pages to keep users on your site longer? Again, it’s a business objective decision — if you just want them to find your phone number, then you don’t necessarily want to trap them. If, however, you want them on the site longer, look at exit pages for clues on how to engage better.
How about you? Which mobile analytics are you looking at carefully? Has it informed any critical content decisions?
Editor's Note: A regular contributor on CMSWire, Ahava has written a number of articles on Content Strategy, including: Mobile Content Strategy: 5 Pitfalls to Avoid.
About the Author
Based in the Washington, D.C. metropolitan area, Ahava Leibtag is a Web content strategist and writer. She leads AHA Media Group, a Web and content consulting firm operating since 2005. She author's the blog Online it ALL Matters. A Web writer for close to 10 years, Ahava's experience includes creating Web content and marketing campaigns for a federal government agency, writing for an executive recruiting firm in New York City, and covering the Metro beat of the Jerusalem Post. Her M.A. thesis at Georgetown University was an analysis of the changing face of American identity politics as seen in the two movies Dirty Dancing and Save the Last Dance (seriously). You can connect with Ahava at Ahava at ahamediagroup dot com.
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