Comparing Mobile vs. Desktop Data for Improved Experience

Mobile web sites and web pages are all the rage and it’s no wonder, with sales of mobile devices soaring (Gartner). So, maybe you’re considering a mobile version of your own site, but you want to be smart about it, doing what’s best for your site based on what makes good sense for your business. Thankfully, web analytics is here to the save the day! Analytics = super exciting, right? Well, bear with me here.

Start by accessing your Google Analytics account (if you don’t have Google Analytics installed on your web site, check it out to learn more about the insights and information the service can help you gather about your site).

You’ll want to set your date range for the past 12 months and go to the Mobile Overview section* (Click images for larger screen shots):

Mobile Data Overview

This report will show the percentage of visitors came to your site from mobile devices during the past year. If it’s a decent piece of the pie chart, usually 10% or more, the data is telling you it would probably be smart to invest in the development of a mobile site.

Click one level down to Devices and you’ll see which mobile devices are the biggest drivers to your site. It’s important to note if Apple devices are at the top of ­the list as Flash won’t work on these devices (and probably never will). You’ll want to keep this in mind and consider an alternative to Flash when designing your mobile site.

Now, let’s dig a little deeper. What kinds of content are your mobile visitors viewing most often (Content>Site Content>Pages)? Does it differ from desktop users? If so, those answers can point you to better ways to organize your content for a mobile site design.

Here’s how: Hop down to the Content section, click on Pages, and bust out some Advanced Segments. Under the defaults, you’ll automatically have a Mobile Traffic option at your fingertips. This report will give you insight on what the most viewed content from your mobile visitors is. Is this same content at the top of your mobile site design or extremely easy to access on a mobile device? It should be.

You could just compare “Mobile Traffic” to “All Visits” but let’s be more awesome.

Create a quick and simple “Custom Segment” for Desktop Visitors.

Click “+ New Custom Segment” > Name itDesktop Visits” >Select “Include Mobile Exactly Matching No” > Test then Save your segment. You’ll know you did it right if your Mobile Traffic and Desktop Visits add up to All Visits.

Creating Desktop Visits Custom Segment

Now, you can start comparing differences between your mobile and desktop site visitors. Just select the “Mobile Traffic” advanced segment and your new “Desktop Visitors” custom segment, hit apply, and check out the differences. For example, on our own site I found mobile visitors spend way more time on our Web Design and Careers pages than a typical desktop visitor.

Mobile vs Desktop Visitor Data

If you don’t see a lot of differences between the way mobile and desktop user visit and interact with your site, simply creating a more mobile-friendly version of your current site is probably a valid option and should work perfectly for the vast majority of your mobile visitors. On the other hand, if there are big differences between the two kinds of interaction, you may want to consider a new design for your mobile site, pushing the most important content for mobile visitors to the top or highlighting it to make it more easily accessible via mobile devices.

If you’re an analytics user, have you tried any of these reporting options and checked out your metrics? Did you find anything interesting? I’d love to hear about it.

*All data shown is anonymous and is not reflective of our clients’ accounts.

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