Mobile Considerations: App vs. Web

2,086 views

Published on

Mobile Considerations: App vs. Web

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,086
On SlideShare
0
From Embeds
0
Number of Embeds
1,233
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile Considerations: App vs. Web

  1. 1. Mobile Considerations: App vs. Web December 2013 Kashif Khurshid Sr. Strategist, Web Analytics Kashif.khurshid@gmail.com
  2. 2. THE MOBILE ECOSYSTEM “57% of users will not recommend a business with a poorly designed mobile site” Source: Super Monitoring 1) Development 2) Tagging • Responsive Design • Web: JS • Speed • App’s: SDK’s • User Interaction New Devices: • • • • • Mobile 4) Metrics 3) Marketing • Conversions • Messaging / Emails • Site Sections/ Paths • Ad Channels • Sources / Downloads • A/B Testing • Active / Repeat Users • TV’s Watches Glasses Gaming Devices Wallets Social / Video Elements to consider: Location & Personalization (Power of Device) ©2011 WASTE MANAGEMENT Page 2
  3. 3. MOBILE FRAMEWORK Differences in Engagement Between Web & App Mobile Analytics Mobile Web Smart Phones Tablets Email Mobile App Other Task specific Magazine s Ease of use Games Engagement Engagement Text Messages Browser/ Search ©2011 WASTE MANAGEMENT Page 3
  4. 4. MOBILE KEY PERFORMANCE INDICATORS Gauging Success Between Web and App Mobile Web: Mobile App: User Objective: comparison, coupons, reviews, product info, etc User Objective: ability to complete tasks Goal: Responsive design for casual users. Same experience with different packaging Key Metrics: • Traffic sources • Site Sections • Bounce rate / contact us • Conversions Goal: Create habits and tap into personalization capabilities of the device Key Metrics: • App downloads • Active users vs. repeat users • Load time • Conversions
  5. 5. MOBILE TAGGING Mobile Web vs. Mobile App • Mobile tracking code is placed on the page in the form of a server-generated image tag • Because scripting languages like JavaScript and WMLScript are not generally supported across Mobile • App’s are measured by lifecycle metrics • App measurement SDK’s for tracking iOS and Android • Download app library, and install in app, assign values and enable tracking via interface ©2011 WASTE MANAGEMENT Page 5
  6. 6. MOBILE TRENDS, STATS & RESOURCES http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic/ http://sapmobileconsumertrends.com/ http://www.clickz.com/clickz/news/2307528/technology-integration-disparate-datatop-marketing-challenges-study http://www.clickz.com/clickz/column/2309955/top-5-digital-marketing-trends-of2014 ©2011 WASTE MANAGEMENT Page 6

×