By contrast, our "Lunchtime Powerbrowser" is more reliant on 3G/4G through a smartphone or other handset. Their battery life is perhaps not at its strongest and, in terms of location, we may have bandwidth challenges caused by the Internet connection available. This group could be turned off if receiving the same content as the "Caffeine Collective," driving higher bounce rates at peak times that you're trying to engage with them. So an experience more aligned with their device capabilities and contextual environment would be more effective.
The key point here is having the ability to track and react to site abandonments and, ultimately, increase engagements based on the preferences and choices of site visitors. By creating personas, you have a powerful decision-making tool at your disposal.
2. Identify Causes of Abandonment Rates
Web analytics that assume "one device, one visitor" don't reflect reality. Personas that include device and visitor context provide deeper insight into Web success rates. Businesses should find out how many of their current visitors can actually use existing sites and then prioritize fixes, changes and plan enhancements, content updates, new sites and features based on actual visitor data. Guessing is for game show contestants, not mobile marketers.
3. Delivering Personalized Web Campaigns Doesn't Have to Mean Building Many Websites
I've said it before: Responsive Web design is a brilliant IT strategy, but a lazy marketing strategy. Moving beyond the basic strategy of shifting of content to fit a screen doesn't have to be a massive IT project. Adaptive marketing content can start with something as simple as showing social links or not depending on bandwidth speed. With Mobile analytics, making content and UX decisions to maximize conversion becomes a marketing decision, not an IT delivery strategy.
4. Enrich Desktop Analytics With Mobile User Behavior
Vendors such as Google Analytics have opened up the world of Web analytics to businesses large and small, and that should be built upon. Taking that data and mapping mobile user behavior against it can unlock some staggering trends. Identify where users have come from and when they decide to buy or not to buy, and supplement that with contextual and device data to spot patterns and trends. For example, it should be a priority for any company to understand where their bounce rates are the highest. Mobile data can reveal bounce rates by connection speed, by device type and capabilities, by screen orientation, and on and on. This data is some of the most powerful information available to mobile marketers and can drive much sought-after increases in conversion.