1.
Mobile Analytics
Josh Blankenship, Client Strategies Manager
TopSpot Internet Marketing

2.
Mobile Analytics
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Agenda for Today
• Mobile Trends
• Mobile Advertising
• Our Mobile Analytics Approach
• Responsive Usability & Design
Web Analytics Wednesday

3.
Mobile Trends
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4.
Mobile Trends
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5.
Mobile Trends
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6.1
billion
smartphone
subscriptions
in 2020
2.6
billion
smartphone
subscriptions
in 2015

6.
Mobile Trends
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42%manufacturing queries start on mobile

7.
Mobile Ads
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Benefits of Mobile PPC
•Different Messaging - Mobile-specific ads may have different messaging than
desktop ads. In some cases it makes sense to deliver a certain messaging and
calls to action based on what device a person is using.
•Mobile Bid Adjustments - Can increase or decrease bids for users on mobile
devices
•Mobile Ad Extensions - Includes specific calls to action, location extensions or
click to call extensions

8.
Mobile Ads
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When using our Mobile Pay Per Click Strategies clients have experienced:
•Increased Impression Share During Targeted Times
•Increased Click Through Rates (on relevant phrases)
•Increased Lead/Conversion

9.
Mobile Analytics
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10.
Mobile Analytics
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Mobile Analytics
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12.
Mobile Analytics
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13.
Mobile Analytics
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14.
Mobile Analytics
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Audience > Mobile > Overview

15.
Mobile Analytics
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16.
Responsive Usability
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Mobile experiences need to be
planned in a league of their own.
• Action directives
• Navigation – counts for 80-
85% mobile success
• Search placement matters
• Pops, drops, rollouts & sliders

17.
Responsive Usability
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Parallax / Scrolling Behavior

18.
Responsive Usability
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Parallax / Scrolling Behavior

19.
Responsive Usability
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Less than 27.8% of desktop users
viewed value proposition / CTAs

20.
Responsive Usability
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41.2% of smart phone users
viewed value proposition.

21.
Devices and Screens
It’s not just the
Smartphone folks we’ve
got to think about…
…we’ve got to think
about the big guys, too.
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22.
Devices and Screens
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23.
Responsive Usability
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55.6% of tablet users
viewed value proposition.

24.
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Desktop Smart Phone Tablet

25.
Responsive Usability
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Tabbed Content Usability

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Responsive Usability
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Tabbed Content Usability

27.
Responsive Usability
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Tabbed Content Usability – 11.59% Clicks (Desktop)

28.
Responsive Usability
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Tabbed Content Usability – 20% Clicks (Mobile)

29.
Responsive Web Design
…isn’t going to be “responsive
web design in the future.”
• Server level browser detection
• Forms – employ server calls if
you can
• Use social logins when
possible
• Work for the transfer – device
to desktop
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30.
Responsive Website Case Study
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Metal Coatings
Traffic trends indicated a
need for the website to
provide a mobile-friendly
experience for their growing
smartphone and tablet
audience.
When analyzing the pages
mobile users were accessing,
it was apparent that all of
Metal Coatings’ content
needed to be available in a
mobile-friendly format.

31.
Responsive Website Case Study
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Results:
• 247% increase in
Smartphone conversions
• 76% increase in overall
smartphone visits
• 72% increase in overall
tablet visits

32.
Thank you!
Contact TopSpot Internet Marketing:
www.topspotims.com/contact
@JoshTTU
@TopSpotIMS
Presentation available via Slideshare
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