It’s now more important than ever to analyse website traffic by device. Understanding where your business is coming from – analysing website traffic – what device your customer is using to access your website – is the first step to meeting their online needs.
Recent studies by digital agency Walker Sands and StatCounter show that mobile devices make up an estimated 20 – 33% of all web traffic and it’s rising. Smartphones account for over 50% of all mobile phone sales in 2013 and tablets look set to outsell PC’s and laptops. The fact is Google now ranks websites with mobile functionality compatible with all devices higher for searches on a mobile device.
How many of your customers access your website by mobile device? Is your website optimized for smaller screens? Are your customers able to interact with your content on all devices? Measuring your own website traffic by device is a powerful tool when making marketing and product decisions. Mobile traffic displays very different behaviour when compared with web users. By analysing web traffic by device, businesses are able to get a clearer picture of their customer, gain an understanding of the success of any campaign and help plan for future.
Tailoring your content for specific device users is key to ensuring a positive experience for your customers. Nearly 90% of users move between devices to accomplish a goal, switching between smartphones, PCs, tablets or TV. While PC’s and laptops are predominantly used during the working day, tablet and smartphone usage have different peaks; often during commuting hours, navigating to a location or for comparing pricing while in a store. Businesses with mobile functionality enabling users to interact with their website on all devices generate more engagement.
So just how do you analyse traffic by device?
Web analytics track visitor activity by showing where visitors are coming from, how long they stayed on your website, what links they clicked on and most importantly, what device they’ve used to access your website. Google analytics has been adapted to provide statistics and tracking for mobile devices and can be used to analyse users’ activities on your website via their mobile device. Analysing where your sales and conversions are coming from, provides a better understanding of your customer, and with the increase in mobile users, it may be time for you to make some changes to your website to improve mobile functionality.
Talk to Hart Design about how we can improve your website. Our web design team are on hand to make practical suggestions.