As mobile (both phones and tablet devices) continue to dominate sales, fewer than half of businesses (41%) are able to accurately measure the behavioral differences between mobile behaviour and desktop visitors according to the Econsultancy/Kontagent Mobile Sophistication and Strategy Report.
A further 41% report that they have limited insight into how mobile users browse their sites, while almost a fifth (18%) say they cannot measure the difference at all.
The study is based on a January 2013 survey of 1,301 respondents from both client-side and agency backgrounds. To provide context for mainstream marketers, the sample was divided into two main parts.
One part is comprised of those companies who have been determined to be “mobile first” by one or more measures, such as having a majority of customers/audience access site(s) via mobile devices or having a primary revenue stream from mobile.
This group is used for comparison with the main body of the sample, the “mobile mainstream,” which better reflects mobile programs across sectors and company types.
As expected, the mobile first group proved to be far more adept at measuring user behavior than the mainstream. Almost two-thirds (63%) of that group can track differences in behavior between mobile and desktop users.
Perhaps as a result of the lack of accurate analytics, 46% of the mobile mainstream said that they optimize their mobile sites less than quarterly or never.
Only 23% of the mainstream group said they update their mobile sites based on user feedback/data either monthly or weekly; however, this increases to 63% among mobile first companies.
The report reveals that mobile sites are updated even less frequently than apps, which is a surprise given that updates are easier for most organizations.
Finally, the new report looks at the extent to which mobile programs are supported by business intelligence and analytics teams. This can often be a useful measure of how much value a business places in its mobile initiatives.
As mobile becomes a driver in online shopping the importance of accurately tracking user flow through your site in order to track trends and conversions. Without this, you might as well be putting a billboard up!
Purchase the full report here: http://econsultancy.com/uk/reports/mobile-sophistication-and-strategy