Checklist Item #2: Check Your Analytics for Mobile Traffic
It’s not unusual for a new client to tell me that while they track their traffic, they aren’t entirely sure what to do with the data. Here’s your chance to use all the data you’ve collected through analytics!
In one case, a client discovered that well over sixty percent of his traffic was using mobile devices to access his website. There’s no doubt that this client needed a mobile-friendly web site to serve that audience, but as we analyzed what mobile users were doing on his web site, we quickly realized that his company would be better served with an app.
If you don’t have a lot of mobile traffic, don’t automatically assume that your audience doesn’t need an app – your mobile traffic might be low because you don’t have a mobile-friendly website or because your website doesn’t offer much in the way of mobile-friendly activities. If your mobile traffic is low, it’s time to go back to your target market to do some research.
If you focus on an older demographic, don’t assume they’re not using smartphones and mobile tech. Pew Research Center recently showed that 50+ are almost as likely to use mobile apps as younger users. You may also want to consider whether your target market is smartphone-dependent – 15% of young Americans and 13% of those with lower incomes and low levels of educational attainment are dependent on smartphones for online access.
The key is to look at your analytics, but also to look deeper at what the data is telling you. And if you need more information, go directly to the source and ask your target market about their mobile use.
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