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Tracking mCommerce’s MOST WANTED


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The Ecommerce experts from & 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 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.

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Tracking mCommerce’s MOST WANTED

  1. 1. Tracking mCommerce’s MOST WANTED with special guests &
  2. 2. Presenters <ul><li>Kurt Illian , FastPivot @kurtillian </li></ul><ul><li>Ken Lubeck , FastPivot @kenlub </li></ul><ul><li>Michael Whitaker , @monitus </li></ul><ul><li>Ron Yates , @TitaniumJewelry </li></ul>
  3. 3. Discussion Overview <ul><li>Whether or not you need a mobile friendly website. </li></ul><ul><li>How you are losing the most important data. </li></ul><ul><li>How to test a mobile website using a browser. </li></ul><ul><li>The best way to capture mobile sales. </li></ul><ul><li>How several merchants are succeed with mobile. </li></ul>
  4. 4. Whether or not you need a mobile friendly website.
  5. 8. Long Term mCommerce Growth
  6. 9. Mobile Challenges <ul><li>People are having trouble navigating on a three inch touch screen. Your store is optimized for a 17 inch desktop experience. </li></ul><ul><li>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. </li></ul>
  7. 11. 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.
  8. 12. Mobile Traffic in Yahoo! Web Analytics Create a custom report and bookmark it
  9. 13. Mobile Traffic in Yahoo! Web Analytics
  10. 14. Baseline Metrics Strong growth – year over year
  11. 15. Baseline Metrics iPad from 0 to ....
  12. 16. Who are these mobile visitors? 5% of total traffic and they buy!
  13. 17. Segment mobile traffic You segment in order to learn if mobile visitors are different that regular visitors
  14. 18. Segment: Conversion Rate Do you need a mobile optimized site?
  15. 19. Segment: By Source Are traffic sources different? Do the same thing for Keywords, pages viewed, goals... Are mobile visitors able to reach their goals?
  16. 20. How you are losing the most important data.
  17. 21. 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
  18. 22. 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.
  19. 23. Are you losing referrer info? Go to Hostnames report and click on the mobile domain
  20. 24. Segment Hostname by Keyword or Source If you see (not set) or your main domain you are losing referrer info
  21. 25. How to review and test a mobile website using a browser.
  22. 26. Tip: How to view mobile sites without a mobile device Get Safari Browser - Mac or PC
  23. 27. Tip: Turn on Develop menu
  24. 28. Tip: And change  User Agent
  25. 29. Tip: Now the mobile version should show up Use this to quickly check who has mobile sites and how they work and get ideas
  26. 30. What does your site look like in mobile search?
  27. 31. The best way to capture mobile sales.
  28. 32. Deliver a Mobile Experience <ul><li>Lightweight front-end that delivers a smooth experience. </li></ul><ul><li>Customized header, color palette and add-to-cart buttons to match existing website branding. </li></ul><ul><li>Home page with featured items and navigation. </li></ul><ul><li>Section pages with pagination , including total products count. </li></ul><ul><li>Enlarged image feature on product page. </li></ul><ul><li>Mobile friendly checkout for easy ordering. </li></ul><ul><li>Mobile redirect – for Yahoo! Stores this is a JavaScript redirect. </li></ul>
  29. 34. How several merchants are succeeding with mobile.
  30. 35.
  31. 36. <ul><li>30% increase in mobile sales </li></ul><ul><li>(Sep & Oct) vs. (Nov & Dec) </li></ul>
  32. 37. Other Mobile Observations <ul><li>On average, your: </li></ul><ul><ul><li>Conversion Rate goes to normal. </li></ul></ul><ul><ul><li>Bounce Rate goes to normal. </li></ul></ul><ul><li>Customers are less frustrated . </li></ul>
  33. 38.
  34. 39. Regular Site Mobile Site
  35. 40. <ul><li>Revenue increased 138% </li></ul><ul><li>Transactions increased 43% </li></ul>70% Increase .41% .24% Conversion Rate 59% Decrease 28.2% 68.8% Bounce Rate 77% Increase 3:41 2:05 Time on Site 90% Increase 4.44 2.33 Pages/Visit After Before KPI
  36. 41. Questions & Answers
  37. 42. Special Offer <ul><li>50% Off Mobile Installation </li></ul><ul><li>Only $150 until March 15 th </li></ul><ul><li>contact </li></ul><ul><li>[email_address] or </li></ul>