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Stephanie Walden | November 29th 2013 |

Media Metrics

A catchy Facebook ad has sucked you in yet again — you’re just a couple clicks away from owning another completely impractical pair of stilettos. Except you’re on the go during this particular shopping spree; you’re navigating the site on your smartphone — and it just isn’t displaying correctly. Faced with the annoyance and a catchy Facebook ad has sucked you in yet again— you’re just a couple clicks away from owning another completely impractical pair of stilettos.

Except you’re on the go during this particular shopping spree; you’re navigating the site on your smartphone — and it just isn’t displaying correctly. Faced with the annoyance and inconvenience of having to zoom in and click on tiny links, and the difficulty of filling out a credit card form, you close the page in frustration — and likely forget about its existence. This scenario is the stuff of nightmares for businesses seeking to fully optimize their websites for all screen sizes.


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today’s society of instant gratification, people have short attention spans. They want the news in 140-character snippets, they want to shop with the click of a button — and they want infinite information accessible at their fingertips via smartphones and tablets. It’s easy for businesses to lose potential customers with a complicated, slow or inefficient mobile website. After all, if your business doesn’t have a viable mobile strategy, chances are that one of your competitors does, and that stiletto-hunting customer will go to them.

Throughout our Metrics that Matter series, we’re talking to marketers about the metrics they pay the most attention to and why. In addition to who is looking at your site, and how they’re navigating through it, it’s also important to take into account where they’re viewing your content — and mobile traffic, in particular, is a biggie.

In an increasingly mobile world, there’s more than one reason why it’s crucial to keep an eye on your website’s mobile traffic. Below, we take a look at some of the most common reasons why this metric is an important piece of your overall analytics efforts — and what you can do to optimize your marketing with this knowledge.

There’s a Reason “Responsive” Is the Buzzword of 2013

Consumers have a slew of options available when it comes to selecting mobile devices. Do I opt for the lightweight and compact 4″ screen, or the bulkier but higher-resolution “phablet”?The same choice arises when it comes to tablets — Windows Surface, Galaxy Note or iPad mini? Decisions, decisions. With the magnitude of options on the market today, optimizing a site for each of the myriad screen sizes and operating systems is enough to make any marketer or developer’s head spin.

Responsive design is increasingly becoming the go-to solution for businesses seeking site optimization across the mobile board without entering the daunting world of developing a full-fledged app for each device.

The need for a responsive site depends upon your specific business or website, as well as budget. It may well be worth it to “go responsive” if your site is heavy on visuals, videos, products or “m-commerce” — and mobile traffic analysis can help you make these tough decisions. On which devices are users accessing your site? Which operating systems are the most common among your site traffic? Are more users visiting your site on smartphones, or on tablets? What is the overall ratio of mobile to desktop traffic? You can glean much of this information through analytics software or programs.

“Understanding devices and associated technology features is necessary for design purposes. We determine what our sites and our emails need to be designed for from a size, browser and operating perspective. [Mobile reports] allow us to provide the right experience for our consumers,” says Cathy Gribble, associate director of digital analytics for Team One.

That being said, responsive isn’t always the end all, be all of mobile strategy. In-depth analysis and understanding of customer behavior is another factor to consider.



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