Being Mobile Friendly
1. How quick does your website load, on mobile?
People start abandoning your website if it takes more than 3 seconds to load. Web users expect your site to load in under 2 seconds. Amazon conducted a study last year where the main finding was that a one second delay in load speed leads to a 11% drop in page views and a 7% drop in conversions.
Load speed is extremely important, especially on mobile. Kissmetrics published a great article on load speed, which you can read, here.
MobiTest is a great tool, and free to use. It calculates how quickly your site loads on a mobile device. The waterfall chart that it provides makes it easy to spot what page elements are killing your page load speed.
AIM tip: During the first step on MobiTest, you should pick a location that’s near your target market. You should also test a few different pages on your website. Maybe your homepage, a category page, and also an article page.
Google’s mobile friendly tool gives some good tips on how to improve your site speed.
Both tools are pretty easy to use. Just follow the on-screen instructions.
Pro tip: Recently, a very impressive website load speed audit landed on my desk. The audit was conducted by our friends at Threefold Systems. If the advice from MobiTest or Google makes your head spin, reach out to them.
2. What percentage of your website visitors browse your site on a mobile device?
We can answer this question in Google Analytics.
First you need to go to Audience > Mobile > Overview.
Next, choose your date range. It’s in the top right corner of the page.
Now, click on the pie chart symbol, on the right-hand side, just under the graph.
Be default, Analytics shows you all users, and breaks it down by sessions.
In this example, 27% of website sessions took place on a mobile device.
Now that we know the breakdown of visitors by device, let’s look at the metric that matters most, conversions.
3. What’s the breakdown of your conversions, by device?
If you’ve goals set up in Analytics, you can easily see the breakdown, in the same screen as above.
In the contribution to total dropdown above the pie-chart, choose your goal.
We can see that 81% of leads come from desktop. Desktop accounts for 64% of all website traffic.
Only 9% of all leads come via mobile, from 27% of the overall traffic.
This tells us that more than likely, the site isn’t mobile friendly. We can tell for sure, by answering the following question.
4. How do your mobile visitors interact with the site compared to your desktop visitors?
An important metric when measuring how your visitors interact you’re your website is bounce rate.
Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
In the same Analytics section as before, Audience > Mobile > Overview, click on the comparison tab.
Now, in the compared to site average dropdown, choose bounce rate.
We can see that the bounce rate on mobile is nearly 30% above the site average while the bounce rate on tablet devices is 24% above the average.
Clearly, the user experience isn’t as good on mobile and tablets.
AIM tip: If your bounce rate is really low (i.e. under 30%), more than likely there’s an Analytics tracking error. Reach out, and we can help you troubleshoot.
From looking at the breakdown of traffic, the number of conversions by device and the bounce rate, we already know that there’s an issue with this site, on mobile, that need to be rectified.
However, if it still isn’t clear, you could look at two other engagement metrics, both of which can be chosen in the compared to site average dropdown. These are the average number of pages viewed per session (pages/session) and the average session duration (Avg. Session Duration).
AIM tip: All stats above look at all website users. Consider running the same tests, segmenting by organic users, also.
If you’ve run the tests outlined above, and find that your website isn’t fully mobile friendly. Reach out. We’d love to help.
Thanks for reading.
Colm O’Sullivan, AIM
P.S. Here at AIM, we’re always on the lookout for content ideas for our eLetter. Is there an issue on your website, or in your business, that you’d like to hear our opinion on?
If so, reach out. We’ll try to produce some content around the topic, giving some helpful tips and advice.
P.P.S. Images are one of the biggest causes of poor loading times on your website. You can find out more about how to optimize the images on your site, here.