Mobile
Analytics - Due
to the evolution of mobile
technologies &
easy availability of internet, access to the news, E-mails, SMS, data
& information is very easy. Mobile searches are increasing day by
day. According to 2019 statistics report share of Android apps is
above 75% & share of ios apps is appx 25% in the app store.
Mobile devices give users more personalized experience & it is
found that 80% of users use smartphones to purchase on mobile apps OR
mobile websites rather use desktops.
Why
we need Mobile Analytics?
Mobile
marketing is
a trending method which allows your target audience to respond
quickly & easily. User Mobile
experience matters a lot to target potential customers
who are searching for your products & services. But to
make mobile marketing more successful,
results need
to be tested and optimized regularly. So, here mobile
analytics is important to track user purchasing
behavior, location, and preferences, device category, browsing &
shopping history, etc. Mobile analytics is
a collection of statistical data which is crucial for taking key
business decisions. From this analysis, we can conclude &
determine business growth, profit, sales & marketing budget
metrics to take the futuristic business decisions.
Mobile
business analytics is important for continuous
improvement & to fasten the performance of the app or website on
digital media channels.
Though mobile
app development is the primary step but once your app is
done how would you determine & measure the app performance &
specific activities or actions user performed on the app?
So
here App analytics is the most highlighted step to boost app
performance. We can analyze the progress of the app, where & how
the user is connected.
The
smartphone market is increasing exponentially. With this, mobile
payment, mobile wallets, mobile banking are some of the highly
adopted digital payment options. So in this digital payment era its
important to study analytics data before taking any business
decision.
Here
is the sample screenshot of mobile app traffic on ‘Google
Analytics’
Tools used in mobile analytics- Flurry analytics, Countly, Google analytics, App Annie, etc
Web Analytics- Similar to mobile analytics, web analytics is a collection & measuring the business metrics, KPI’s & important data from the website. The main purpose of analytics is to take qualitative & quantitative decisions to improve the digital experience of consumers.
We can find out active users, their real-time online presence & behavior, demographics results, etc. Apart from this, deep web-analysis is required to track google ad performance, to find top selling products, to understand website traffic from social media & 3rd party websites, etc.
E-commerce & retail business can decide & forecast their selling & marketing strategies by studying analytics data. Due to the digitalization of businesses easy & secure payment options are available on every website & hence it's easy to track user bounce rate, exit rate, purchasing behavior with the help of analytics tools.
Also, we can estimate sales metrics like customer LTV (lifetime value), session & revenue per customer, etc. by using analytics tools.
‘Google analytics’ gives actionable insights into user interaction with our website. We can compare data sets with primary & secondary metrics given below:
- Web traffic vs mobile traffic.
- New vs returning visitors.
- Desktop vs. mobile visits.
Some of the key Analytics Metrics needs to monitor
- Average Time on Site/Page
- Avg session/Bounce/Exit Rates
- Pages/Visitor
- Contact Form Submissions
- Organic Search traffic
Tools used in web analytics- Google Analytics, Optimizely, Kissmetrics, Crazy frog, etc
Conclusion:
To run your online business smoothly it's important to know performing & non-performing business metrics. In order to get actionable insights, to meet business goals & to improve online business performance its crucial to analyze both website & mobile search metrics.
No comments:
Post a Comment