With the diversity of devices available (smartphone, tablet, PC, smart TV, consoles etc.) content management optimisation is becoming increasingly complex. Discover how the new multi-device analyses and segmentation will help you better understand your audience’s behaviour according to the device they use. This presentation contains practical examples such as the bounce rate analysis and the detection of the best performing sources by type of device.

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MULTI-DEVICE
Webinar 03-13-2014
Stéphanie Legrand

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AGENDA
o Mobile trends
o The device analysis
o Mobile analytics reminder
o TOP 5 scénarii – demo session
o Use case E-commerce site
o Data visualization
o Questions

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Mobile trends

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TABLET IS NOT MOBILE
CONTEXT

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MOBILE FIRST
CONTEXT

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AT INTERNET STUDY
TRAFFIC EVOLUTION WEBSITES & APPS
FRENCH MARKET
Period: January 2012 to December 2013 . Perimeter : 2 933 web sites and 263 apps tagged by AT Internet.

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The device analysis

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THE INTERFACES
 The dimension is accessible in Technology Menu or in
Dimensions Menu in Data Query

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THE DETECTION
Our device detection is based on the WURFL (Wireless Universal
Resource FiLe).
WURFL is a set of proprietary application programming interfaces (APIs)
and an XML configuration file which contains information about device
capabilities and features for a variety of mobile devices.
Traffic distribution is attributed to 5 segments: PC, smartphones, tablets,
Smart TV and Consoles. If the device used has not been recognised, the
traffic will be allocated to the "PC" segment by default.
WURFL

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THE DETECTION
 Web sites, mobile optimised sites and apps developed in html5 and
webview generate "User Agent" strings by connecting to browsers. The
"User Agent" strings are then interpreted by a WURFL database which is
updated on a daily basis.
 The WURFL does not process information associated with native apps.
Depending on the operating system, apps will not return the user-agent
string otherwise it would not be possible to exploit the user-agent string.
There is no User agent for Android and the traffic is classified as being 'Undetermined'. Apple's iOS
creates a user-agent which cannot be exploited: by default the WURFL classifies it as PC traffic.
WURFL PROCESS

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Mobile analytics : reminder

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MOBILE ANALYTICS
 Mobile sites and applications analyses are displayed in the
Mobile Edition
Specific analyses in Mobile Edition:
o Brands and models
o Resolutions
o Speed
o App versioning
o Providers

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MOBILE ANALYTICS
 SDK available
o iPhone/iPad
o Android
o Blackberry (not BB10)
o Windows 8
 Tagging specificities :
o Application launch/ Background / Close
o Offline mode
APPLICATIONS
In Analyzer Mobile Edition,
the inactivity period is 10
minutes by default.
This duration can be modified
on demand.

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TOP 5 SCENARII

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MULTI-DEVICE
 Identify the most successful devices
 Adapt the content to the context of mobility
 Compare the behavioral of users groups
 Deliver great cross-device web experiences.
BENEFITS

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#1 – APPS OR WEB SITE STRATEGY
 Compare the performance of my content regarding tablets
users
o Website Ipad & Android : check the part of the traffic ?
• iPad application traffic
• Android tablet application traffic
BEHAVIOR OF TABLETS USERS

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# 2 MARKETING STRATEGY
 Compare the behavior of users on my website
o What is the part of mobile and tablet users ?
o Sources by devices
o Sources bounce rates by devices
WHICH SOURCES DRIVE TRAFIC BY DEVICE

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#3 CONTENT STRATEGY
 Compare TOP 10 products on tablets and PC
 Adapt content selection
WHICH CONTENT BY DEVICE

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#4 FUNNELS
 Focus on mobile funnel
 Segment on mobile abandonists (ID visitor), do they switch on
another device ?
INFLUENCE OF THE DEVICE ON PATHS

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# 5 ACQUISITION STRATEGY
 Are tablet users really spend more ?
o Compare conversion rate by devices
o Compare sales / conversions/ devices
 New vs returning
o Compare the behavior of smartphones users vs all the users
o Complementary device ?
WHICH DEVICE FOR ACQUISITION

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Use case

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USE CASE
 Study base: identified visitors
 User experience by device on website, mobile site, apps
o Which combination by user ?
o How do they behave ?
 How can we adapt a content strategy based on devices ?
CONTEXT

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USE CASE
KEY METRICS
Web Mobile iphone iPad
Visits 405 978 9 097 92 695 18 292
Pages 6 653 916 146 796 2 154 905 451 024
Bounce rate 18% 17% 5% 4%
Pages/Visits 19,8 19,3 24,3 25,5
Time/Visits 7 min 41 6 min 14 3 min 42 5 min 39
Web Appli Iphone Appli ipad
Conversions 8 547 295 1 032 302 311 549
Conversion
rates
3,317% 1,922% 3,232%

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USE CASE
TRAFFIC DISPATCH
+ 11 % = additional traffic
Total
Website
Mobile site
Iphone
Ipad

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USE CASE
EXCLUSIVE IPHONE PV & TIME
More page views in less time for exclusive iphone: a different
use of content ?
Page views Time spent

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USE CASE
Web and mobile are complementary devices : more
visits for non exclusive
EXCLUSIVE VERSUS NO EXCLUSIVE
Non exclusive Exclusive by device

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Data visualization

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DASHBOARD DESIGNER

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DASHBOARD VIEWER

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