Solving the Mobile website performance management problem

Date: 3rd July 2013
Author: Deri Jones

It’s no news that mobile usage has been on the rise, and more and more eCommerce sales and traffic are happening that way.

I noticed today on that

on the whole, mobile sites have proven to be more popular than apps.

Which will simplify the eCommerce team challenge across the board from marketing teams to software development;  if the focus is dropped from apps, onto sites that ‘Do Mobile Too’: (whether Responsive Web, or parallel sites on your central platform or etc).

(And do use HTML5 where you can too!)

We’re seeing a common challenge now,  as Marketers try to integrate mobile performance into overall performance management – there’s a key obstacle that can be addressed, to make this a lot easier.

In addition to the challenge of integrating and reporting on Web Analytics for the mobile channel:  we are seeing more organisations asking about user experience through mobile.

The solution we provide, is to measure 24/7 the users’ experience through meaningful User Journeys on both the main site and the mobile site separately:   using mobile device technology such as Android for the mobile site.

There are two big wins, once the marketer has this data:

The decision to drop or keep a 3rd party mobile site

If you’re using a 3rd-party to run your mobile site;   our experience of User Journey measurement  across a lot of sites shows they often have  a poorer user experience:

  • when they are slow, they are much slower
  • they suffer more often from error responses
  • they have a bigger problem with the ‘Findable but Un-Buyable product’ problem

(the last is obvious really, as the external site is nearly always not integrated so well into the true product stock database, so has out of date stock data more often).

So if you are debating whether it is time to bring the mobile site in-house or not – this evidence can help tip your decision one way or the other.

The costs of a move to say a Responsive Web, may be offset by improving user experience for mobile users.

Evidence to satisfy nosy Directors !

Because ‘everyone knows’ it is becoming a mobile world, you probably find your Director level management asking about your mobile strategy more and more!

One thing to make that dialogue easier, (and shorter) is if you have hard evidence around which things can be discussed – instead of hunches and speculation.

So real-time 24/7 measurements of the speed and errors for users making vital purchase User Journeys on your mobile site:   is a real help.

Adobe pdf icon Download Kitbag Case Study, including mobile: “Kitbag Uses SciVisum Data From Monitoring Of Complex eCommerce Site Throughout The Organisation “