There has been a lot of talk so far this year about mobile devices. With the iPad3 due out later this spring, everyone is expecting another seismic shift in use. Apple mobile product releases usually cause an immediate shift in use. For instance, with last Spring’s iPad2 release, iPad use skyrocketed so much that iPads began showing up as the #3 or even #2 used mobile device on many of our clients’ mobile stats. This caused a wave of interest in developing iPad sites. This was also accompanied by a huge swell in mobile use from other mobile devices as well.
Since we will take the next step in this headlong plunge into mobile use very soon, I’ll list out the benchmarks I’ve been discussing with clients and prospective clients every day this year. Google Analytics lists your mobile traffic under visitors. The interface does a great job and quantifying the mobile traffic and comparing it to your overall site use. Here are some easy benchmarks you should watch out for to know if you are providing the proper mobile experience.
5% -10% Mobile Traffic:
Develop a starter smartphone site (7 or so pages of key content)
10-15% Mobile Traffic:
Add more content (5-7 additional pages of the next most relevant content)
15-20% Mobile Traffic:
Begin watching for significant use of iPads. iPads will default to the iPhone version of your mobile starter site and not look right. If your iPad traffic reaches 40% of your mobile traffic or if it is the #1 source of mobile visits, it is suggested to develop an iPad site.
20-25% Mobile Traffic:
It’s time to build out the remaining relevant content on your site. If 1 in 4 or 5 visitors are coming in via mobile devices, that is significant enough to give them the full presentation.
25% -30% Mobile Traffic:
Check iPad traffic to make sure you are presenting enough info to iPad users. Also, it’s time to begin focusing on the user experience from your mobile users. If 1 in 3 visitors are coming via mobile devices, we need to know traditional metrics. At the 30% mark, add a separate tracking telephone number to the smartphone site and the Ipad site to track incoming calls.
30% - 35% Mobile Traffic:
We actually have some clients here already, so don’t think this is not coming. Assuming the sites are smartphone and iPad sites are completely built out and phone tracking is in, begin active analysis of use to determine how to improve benchmark use stats and responses in the mobile mediums.
40%+ Mobile Traffic:
Using the metrics, institute any redesign steps necessary to maximize the user experience to improve benchmarks and results, just like you would your standard web site. At this point, treat the development and improvement of your mobile sites just as you would your regular web site.
By this time next year, we could all very well be in the 25% mobile use range, looking toward that big 40% mark. Chances are, some will already be nearing the 40% mark. The iPad3 is coming and so is more mobile use than ever. It’s time to fully embrace the smartphone and iPad user and make sure they are making your best impression on mobile devices. If you are ready to develop a smartphone or an iPad site, please let me know at donald@dogstarmedia.com
