How many times have you found yourself standing out in the grocery line and you pull out your mobile device to pass the time? People today are much more connected with their mobile devices. In many cases, mobile phones have replaced the more traditional computer landscape of laptops and desktops.
As Smartphone and tablet adoption increases, businesses are finding that they have to track and optimize their sites for additional metrics. While desktop browsing still far exceeds mobile browsing, mobile Web usage is expected to overtake desktop usage by 2015. Businesses that have begun tracking mobile metrics and optimizing for mobile behaviors stand to benefit the most from this revolution in Internet access.
One key metric for measuring visitor engagement is the time spent on site. Typically, more time spent on a website means that more pages are likely to be visited, leading to an increased chance of conversion.
Mobile users tend to spend less time on site than desktop visitors do and in some cases, as much as 40 percent less time. Below are some factors contributing to this:
- Simple streamlined navigation-place the navigation menu at the top so that visitors can easily navigate as soon as they land on the site.
- Quick conversation-map out how a mobile site will have the shortest path to conversion possible.
- Savvy navigators-today’s mobile users include a large percentage of tech-savvy individuals who may know how to navigate websites better than those still tethered to personal computers.
- Speedy Downloads-time spent consuming content may actually represent a difference in download speeds, with mobile users able to receive and consume content faster than those using a desktop computer.
Businesses seeking to maximize the value of their mobile market should segregate their data to allow for a better understanding of the needs and behaviors of users on different devices.