Mobile Considerations: App vs. Web

1. Mobile Considerations: App vs. Web
December 2013
Kashif Khurshid
Sr. Strategist, Web Analytics
Kashif.khurshid@gmail.com

2. THE MOBILE ECOSYSTEM
“57% of users will not recommend a business with a poorly designed mobile
site”
Source: Super Monitoring
1) Development
2) Tagging
•
Responsive Design
•
Web: JS
•
Speed
•
App’s: SDK’s
•
User Interaction
New Devices:
•
•
•
•
•
Mobile
4) Metrics
3) Marketing
•
Conversions
•
Messaging / Emails
•
Site Sections/ Paths
•
Ad Channels
•
Sources / Downloads
•
A/B Testing
•
Active / Repeat Users
•
TV’s
Watches
Glasses
Gaming Devices
Wallets
Social / Video
Elements to consider:
Location & Personalization
(Power of Device)
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3. MOBILE FRAMEWORK
Differences in Engagement Between Web & App
Mobile
Analytics
Mobile
Web
Smart Phones
Tablets
Email
Mobile
App
Other
Task
specific
Magazine
s
Ease of use
Games
Engagement
Engagement
Text
Messages
Browser/
Search
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4. MOBILE KEY PERFORMANCE INDICATORS
Gauging Success Between Web and App
Mobile Web:
Mobile App:
User Objective: comparison, coupons,
reviews, product info, etc
User Objective: ability to complete
tasks
Goal: Responsive design for casual
users. Same experience with
different packaging
Key Metrics:
• Traffic sources
• Site Sections
• Bounce rate / contact us
• Conversions
Goal: Create habits and tap into
personalization capabilities of the
device
Key Metrics:
• App downloads
• Active users vs. repeat
users
• Load time
• Conversions

5. MOBILE TAGGING
Mobile Web vs. Mobile App
•
Mobile tracking code is placed on the page in the form of a server-generated
image tag
• Because scripting languages like JavaScript and WMLScript are not generally
supported across Mobile
•
App’s are measured by lifecycle metrics
• App measurement SDK’s for tracking iOS and Android
• Download app library, and install in app, assign values and enable tracking via
interface
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6. MOBILE TRENDS, STATS & RESOURCES
http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic/
http://sapmobileconsumertrends.com/
http://www.clickz.com/clickz/news/2307528/technology-integration-disparate-datatop-marketing-challenges-study
http://www.clickz.com/clickz/column/2309955/top-5-digital-marketing-trends-of2014
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