Which KPIs will help retailers optimise their mobile apps?
Well, you've finally launched your app and like other app makers in the retail space, you are looking to increase engagement with your users and generate income. You are monitoring your downloads and sources, but is that really enough to understand your users and discover what makes them stick? Will you be able to fully optimise your app based on this information alone?
The answer is a pretty firm NO. You might be monitoring certain elements or metrics of your app, but is it really giving you the info you need? Going one step further, you need to be monitoring the right KPIs under those metrics. Because when it comes right down to it, KPIs are where the clues are at - these will guide you in optimising your app and increasing conversions.
In this post, I…
Chart of the day: How does device preference for online activity differ with generations?
Marketers are always raving about Millenials and how important it is, for their brand to reach and target this segment of the population, especially the youth-oriented companies. In fact, it’s deemed equally important to decipher the millennial category in comparison to other generations and come up with an integrated marketing strategy that targets different segments of the audience with unique approaches, best suited to their consumption habits.
It comes without a doubt that the invention of mobiles had given rise to the migration of online activities away from PCs, albeit slow and steady. Smartphones have only boosted that migration, making the switch from PCs to mobile-first much faster. However, that rate of migration only applies to a certain segment of the population, advocated by their age, to be more inclined towards adapting newer…
An in-depth step-by-step strategy for optimizing your site for mobile-first index with expert tips for 2018
It’s that time of year again. A time when we can look back over the past year and reflect on the huge amount of change in the digital marketing sphere and look ahead to what’s coming. Sometimes our predictions are stabs in the dark. Informed guesses if you like. Other times, we know exactly what’s coming.
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2018 will be the year of mobile. Whilst many of us have been ‘mobile’ for some time now, changing to responsive sites or setting up specific m. sites, 2018 is the year that things are really going to kick off.
Why is mobile so important in 2018?
Google announced way back in November 2016 that they were…
Learn the benefits of progressive web apps (PWAs) and why you should be using them
This year has been huge for the mobile web. Accelerated Mobile Pages (AMP), which have enabled the rapid delivery of news content, have muscled their way to the top of Google search results. Furthermore, Comscore reports that mobile is the leading digital platform, with 52% of mobile media engagement being made via apps.
As mobile consumption continues to grow, providing users with a fast and efficient experience is paramount in boosting impressions, conversions, and sales.
It is because of this that Google is seeking to blur the lines between a mobile website and the native app experience, with the introduction of Progressive Web Apps (PWA).
There is a problem with the mobile web
Think about how quickly the Facebook, Instagram or BBC news apps load on your phone. A world of information is available almost instantly with just one…
Chart of the day: 1 in 2 are shopping online via mobile
Global Web Index' latest research confirmed that online shopping has now become a mobile-first activity. This change indicates the changing behaviors towards online shopping as more users turn to mobile.
According to Global Web Index mobile will 'pave the way for location-based retail, AR shopping experiences, social commerce, and mobile payments to take on a more prominent role in the consumer’s path to purchase'.
Source: Global Web Index
Sample Size: 72, 529 internet users aged 16-64
Recommended Resources: Mobile Marketing Strategy Guide
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Chart of the day: Internet users now average around 14 activities on their mobiles
Internet users now average around 14 activities on their mobiles, vs 12 on PCs or laptops. Therefore internet users are doing more on their phones than they are on their computers. This will be due to the rise in mobile usage and time spent on tablet devices.
According to Global Web Index mobile will 'pave the way for location-based retail, AR shopping experiences, social commerce, and mobile payments to take on a more prominent role in the consumer’s path to purchase'. We now live in a mobile-first society and as marketers need to embrace the change.
Source: Global Web Index
Sample Size: 72, 529 internet users aged 16-64
Recommended Resources: Mobile Marketing Strategy Guide
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Chart of the day: Research has found customer are twice as likely to recall ads, when they are exposed to those ads on multiple devices
Research by On Device found increased brand awareness, increased recall and increased "top of mind" awareness when the ad creatives were exposed to users across multiple devices.
This is very positive for advertisers, as the increases when customers saw the ads across multiple devices are large, even if it's overall not surprising that seeing an ad multiple times increases awareness. The scale of the increase is higher than expected, specifically for brand awareness, going from 12% on a single device to 21% on multiple devices.
The research has also found that ad fatigue is increasing in on-demand tv.
Over two in five respondents said that seeing fewer ads on paid tv and on-demand services, compared to watching "normal" TV, encourages…
Comparing growth and sources in smartphone mobile visits in the retail, travel, automotive, finance, banking, insurance and media statistics
We know from trends in mobile adoption statistics that, in most industry sectors, we have passed the tipping point where smartphone mobile visits (and sales) exceed desktop visits. In this latest research from Adobe, there are useful benchmarks comparing smartphone growth by sector and the traffic sources for this. This graph showing trends in the device used to access websites and apps suggests we're not only seeing growth in smartphone visits, but that visits from desktop and tablet are declining as smartphone effectively cannibalises these other platforms
This next chart compares growth in smartphone visits by sector shows that while overall web visits have been flat, larger companies are still seeing growth (c 8% year-on-year) in smartphone visits.
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Chart of the day: 16-24s spend 50% of online time on mobiles
Users aged 16-24s spend the longest time online more generally, half of this online time is now taking place on a mobile. Whereas age 55-64 users are spending 74% of their online time on desktop still.
The popularity of mobile devices, many of which are now smartphones shows why businesses must continue to prioritize investments in mobile marketing. We now spend up to 5 hours per day on our mobile devices, as this only increases businesses need to ensure their website and content is optimized for mobile. Developing compelling mobile experiences is the future for customer communications and developing customer experiences.
Source: Global Web Index
Sample Size: 178, 421 internet users
Recommended Resources: …
Case studies showcasing the positive affects of PWAs
PWA technology isn’t exactly new, but it isn’t completely old either. However, as more and more internet users spend more and more time (as well as more and more money) via mobile applications, and because of the high and increasing level of mobile penetration globally, it comes as no surprise that the meteoric rise in popularity of mobile internet usage has led to more companies both big and small incorporating PWAs as part of their digital marketing strategy.
Two questions still remain, though: what exactly are Progressive Web Apps? And why have they suddenly become so popular?
To be able to better understand how things have gotten to where they are now, we should take a step back to look at some web development history.
History and background
The past decade or so…
