Contenu connexe Similaire à Analyse your audience by device - Webinar AT Internet (20) Analyse your audience by device - Webinar AT Internet2. ONLINE INTELLIGENCE SOLUTIONS
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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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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 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
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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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
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
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