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Mobile Considerations: App vs. Web


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Mobile Considerations: App vs. Web

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Mobile Considerations: App vs. Web

  1. 1. Mobile Considerations: App vs. Web December 2013 Kashif Khurshid Sr. Strategist, Web Analytics
  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