Most clients who I talk to have Google Analytics hooked up to their site. My typical client, never looks at it, and those who do scan some top line numbers, like visits, new traffic and time spent on the site. What they don’t realize is if they dig a bit deeper in their web traffic, there is a wealth of advice waiting to be had in Google Analytics
I want to break down a client of mine’s web traffic for you. So far this month my client has seen 1,569 sessions on their web site. The traffic is meeting their expectations, but the conversions are lower than expected. So we jumped into Google Analytics to see if we could understand what’s going on.
We started off looking at Behavior Flow. This client is getting traffic from social media campaigns, email campaigns, and organic traffic, and Behavior Flow shows us what people do when they arrive on the site, based on the traffic source. We saw pretty quickly that their email recipients were much more likely to stay on the site, and click through to the inner pages that we needed.
The social media people, however, were floundering. Nearly 90% didn’t click on anything, and of those who did, we were seeing just a handful arrive at our registration page. Our first impression was that we needed to re-evaluate our social campaign, because if 90% are dropping off, we’re probably missing our target market.
Our next stop was the acquisition tab, where we looked at how our social media campaigns were performing. Our campaign URLs all have UTM codes, so it was pretty simple to see which campaigns were bringing in traffic that led to conversions, and which campaigns were total duds.
Acquisition was helping confirm our suspicion that we needed to adjust some things in our social media campaign. However, it was more nuanced than our initial impression. Our campaigns were all targeting the same audience, and since some were more successful than others, it seemed that the issue wasn’t our target audience, but was probably ensuring that the messaging in the ads was supported by the landing page. Canceling or adjusting some social media creatives would probably increase conversions.
Our last stop flipped all our thinking. We compared the difference between our mobile and desktop traffic. Our web traffic was 53% desktop, 47% mobile, but our conversions were 85% desktop, 15% mobile.
We looked deeper and found that nearly 80% of our social media traffic was coming in on mobile devices, and 90% of them were dropping off without clicking a single thing. When we compared social mobile traffic to email mobile traffic, we found the same low conversion rates. However, most of our email recipients are older, and they were arriving to the site via desktop, not mobile.
It was clear that while we needed to adjust some of the campaigns, the real issue here was the mobile experience. My client has a responsive site, but the mobile site loads slowly, and the user experience was never really considered. It was basically a modified version of the desktop site.
Now, my client has a decision to make. They can stop advertising on channels that cater to mobile users, and keep their website as is. Or they can completely rethink the mobile experience, and deliver mobile-friendly content to their mobile visitors.
As the world moves more and more mobile, it should be an easy decision to make.