In our experience, most business owners peek into Google Analytics to see how many visits they are receiving to their website, where the traffic is coming from, and which pages users are clicking on. Each of these is important information to be aware of, but it’s becoming more and more critical to examine another detail: what percentage of your visits are coming from mobile devices?
If you aren’t using your analytics package to answer this very simple question, you could be missing out on some big marketing opportunities. Let’s take a look at a few of the relevant issues…
The Mobile Revolution
Nationwide, mobile smart phone and tablet users now make up more than half of all Internet users. At any given moment, there are more people accessing the web through iPhones, Androids, iPads, and Galaxy devices than there are through laptops and desktop computers.
That might not be true for your specific company, but the numbers could also be more tilted towards mobile visits. Finding the percentage could lead you to make some better decisions about the way you’re marketing to new customers.
Going Deeper Into Your Analytics
It’s not just a matter of knowing how many mobile visitors you’re getting – you also want to know how your mobile traffic differs from your desktop traffic. Are mobile prospects coming from different sources, visiting different pages, or staying on your website for a shorter length of time? It could even be the case that your mobile visitors fall into different demographic groups than your other potential customers do.
The only way to glean this information, however, is by taking the time to find it in Google Analytics and then look at the results with your creative team.
Considering Responsive and Mobile First Web Design
If you find that the vast majority of your web visits are coming from mobile devices, it may change your whole approach to web design and marketing. For instance, while most companies have embraced responsive web design as a way to adapt their layouts to smaller screens, more and more businesses are adopting a “mobile first” philosophy that prioritizes the browsers found on phones and tablets over everything else.
At the very least, a high proportion of mobile visits would encourage you to ensure that your responsive code is working correctly, and that you’re marketing through channels (like social media) that appeal to mobile users.
Watch Out for Cause and Effect Errors
From time to time, we hear from business owners who claim to have virtually no mobile traffic. From that, they rationalize the notion that they don’t need a responsive web design.
What’s usually going on here is a cause-and-effect error. It isn’t that these businesses don’t have customers using mobile devices. Instead, it’s that their mobile customers are taking their business elsewhere because the current website isn’t compatible with smaller screens. Don’t let a few curious statistics get in the way of common sense. Mobile web is here to stay, and business owners who bury their heads in the sand are missing out on big opportunities.
Wondering whether it’s time to upgrade your website or review your analytics? Call or email Graphic Machine today and let us get our experienced creative minds working for you!