Mobile traffic: it ultra a lot, but he's ultra-passive. What to do with it?
In the beginning of the year ComScore published an interesting statistics. To determine the share of mobile traffic, they analyzed the audience of the sites of the largest online stores of America. In the end, the number of visitors from mobile devices has exceeded the number of visitors from computers. Moreover, about 38% all users Amazon, 44% eBay and 59% Apple go to resources ONLY on smartphones.
Of course, in this respect, the Runet while a few steps behind burzhuneta, but the trend is steadily gaining strength. So, about a third of all Russian Internet users, who are now with you reading this article, communicate with friends on social networks, sitting on Dating sites, watch the news and watch the video on YouTube mobile devices. In Russia the share of mobile traffic accounts for over 20%. Speaking of mobile traffic, we mean the most active audience that not only reads the content, but also making purchases, paying bills, booking tickets and hotels, download music, chooses goods and services.
Next about what a good mobile traffic, how it differs from desktop traffic, how to increase and intensify.
What is different about mobile traffic?
The share of mobile traffic in different areas can reach up to 75%. Especially active mobile visitors used social network. In addition, users spend a lot of time on Dating sites, various content providers, online gaming sites. With regard to e-Commerce, mobile visitors prefer to make an inexpensive purchase or looking for information that will ultimately help make the buying decision. A significant proportion of mobile traffic on such subjects as clothes, shoes, electronics, home goods, cosmetics, fitness.
Of course, the behavior of those who use the Internet via a smartphone, differs from the behavior of people using stationary equipment. This is due not only to the features of the devices themselves, but also by what time and under what circumstances is most often used device.
statistics, 48% of mobile sessions begins with "Search," whether in Yandex, Google, YouTube or something else. The trend is particularly relevant for categories such as clothing, shoes, household goods, cars. As you know, in April, Google launched algorithm "Mobiledo", which aims to make the results in the search engine most convenient and relevant for mobile users.
Mobile session rarely ends mobile conversion. the fact that many of us use smartphones to search for goods and services, read reviews about them making a purchasing decision. Buying the same thing often happens on the computer or offline. However, don't underestimate the importance of those Internet minutes. At the recent webinare a Google spokesperson said that 91% of all users who are looking for information about products and services via smartphones in the end are convertible.
Mobile session is usually longer that is done on the desktop. Users can't switch between sites and screens as they would on the computer. Therefore, if the website or the information satisfied user, he likely will remain on it.
a Significant portion of mobile minutes accounted for social networking. According to Experian if all the minutes mobile users spend in the network, to equate to one hour, the share of social networks have approximately 16 minutes, or one quarter of the total time.
Mobile users rarely share their content and even less write him a comment. According to statistics Moovweb, 61 million sessions that were analyzed, only 0,2% have received Share. This figure is an average for 35% less than the results of the sessions on desktops. The reasons are many: from the banal desire to save battery on my phone and uncomfortable buttons and comment form to reasons lying in the plane of the user tasks. Why would he comment on something on your site, if lively debate is going on social media? Why would he want to share something with all friends at Facebook, if you can just remember the link to these shoes (suspended) or send them a picture of your wife?
Thus, before us the audience who:
— actively use mobile Internet, visiting social networks, online stores, websites of non-profit subjects (by the way, if you believe world statistics, the 60% users use smartphones as the main device for Internet access);
— (!) almost puts Like and Share and has a very passive behavior on mobile sites;
— limited in their capabilities and Internet speed and capabilities of the smartphone (no keyboard, editor, etc.).
How to activate mobile users?
No. 1. Focus on buttons, adapted for mobile devices
Such buttons recently proposed UpToLike. In Runet today is the only Russian-language plugin mobile buttons. In the West, this option have AddThis.
What are the features of these buttons, and they are better than usual? First, they are large. Second, they are fixed at the bottom of the screen and remains there while scrolling. We also add that the webmaster can set the structure of social networks, and most importantly – in the lineup, two new buttons messenger: 4Talk and WhatsApp. The first field results show that the conversion of button presses messengers of the total number of unique visitors the site averages 10%. For mobile phones, where the average conversion rate 0,2% of the total audience of the website, this is a huge indicator!
Below are several examples demonstrating effective button, WhatsApp on the websites of different topics. The submitted screenshots must pay attention to two aspects: the proportion of activity in WhatsApp (almost the same figure with desktop buttons), and the curve of attracting new users. The graph shows that through links in instant messengers on the websites really come to new users (a few hundred per month). It is quite a decent figure, comparable even to that method of attracting as content marketing. But in our case, for new visits don't need to do anything: simply to have in their lineup the button WhatsApp and 4talk.
Case study # 1. Women's project about fashion, beauty, relationships, fitness, work.
Case No. 2. Information portal of the town in Siberia.
Case study # 3. Fund the creation and promotion of social projects in education, culture and other things.
As you can see, the share WhatsApp accounts for a significant share of clicks: the women's project and social projects receive of 15.79% and 18,4% clicks of the messenger, respectively. Information projects tend to generate more number of clicks of the messengers. So, the website of the Siberian city gets 34,27% clicks in WhatsApp.
However, even more important statistics of the involved users. On average, every third person who clicked on a social button leads to the site new users. In this case, statistics on the buttons of messengers, as a rule, is even more impressive, because in the case of WhatsApp links are sent to more targetirovanie.
Through the use of buttons, adapted for mobile users, and integrate WhatsApp and 4Talk, you can increase mobile traffic commercial projects in 6%, and non-profit – 15%. The growth of mobile data traffic will be noticeable within a 1-3 of the week (depending on attendance and the nature of its audience).
No. 2. Twitter gets more clicks among mobile users than buttons of other social networks.
the West with 66%probability retweet will make smartphone users, not computer users.
According to Marketing Charts especially effective Twitter in such subjects as business and Finance. Here the share of Twitter have 67% from total Share. Audience more likely to use Twitter it is on the way to work, during your lunch break and on the way home. It is then preferable to post updates on blogs, social networks and so on.
Interesting fact: in General, mobile users are most actively sharing the content after the 21-00.
No. 3. Don't forget about the technical details of the optimization of resources for mobile users.
— Check how friendly your website for mobile users. For this can use, for example, the tool Google Mobile-Friendly Tool.
— Make sure to use no more than 5 redirects. It is believed that after 5 redirects search engines do not index mobile pages.
— Speed up loading site. 40% of visitors leave a site if it is loaded more than 3 seconds. Most mobile users are willing to wait no more than 6-10 seconds.
— Do not block JavaScript, CSS and different files with pictures. This has a negative impact on the positions in "Search", and hence on the number of mobile users of Yandex and Google.
— Fix the "Error 404", which are issued only to mobile users. Frequent situatiiwhen the page is displayed without problems users desktop, but produces 404 the mistake of those who are trying to access it from your smartphone.
It is likely that in a few years and we catch up with Amazon, eBay and Apple the quality and quantity of mobile traffic. For this to happen as early as possible, it is necessary to work on site optimization for users of smartphones and tablets, as well as the increase in the share of mobile traffic.
Article based on information from habrahabr.ru
Of course, in this respect, the Runet while a few steps behind burzhuneta, but the trend is steadily gaining strength. So, about a third of all Russian Internet users, who are now with you reading this article, communicate with friends on social networks, sitting on Dating sites, watch the news and watch the video on YouTube mobile devices. In Russia the share of mobile traffic accounts for over 20%. Speaking of mobile traffic, we mean the most active audience that not only reads the content, but also making purchases, paying bills, booking tickets and hotels, download music, chooses goods and services.
Next about what a good mobile traffic, how it differs from desktop traffic, how to increase and intensify.
What is different about mobile traffic?
The share of mobile traffic in different areas can reach up to 75%. Especially active mobile visitors used social network. In addition, users spend a lot of time on Dating sites, various content providers, online gaming sites. With regard to e-Commerce, mobile visitors prefer to make an inexpensive purchase or looking for information that will ultimately help make the buying decision. A significant proportion of mobile traffic on such subjects as clothes, shoes, electronics, home goods, cosmetics, fitness.
Of course, the behavior of those who use the Internet via a smartphone, differs from the behavior of people using stationary equipment. This is due not only to the features of the devices themselves, but also by what time and under what circumstances is most often used device.
statistics, 48% of mobile sessions begins with "Search," whether in Yandex, Google, YouTube or something else. The trend is particularly relevant for categories such as clothing, shoes, household goods, cars. As you know, in April, Google launched algorithm "Mobiledo", which aims to make the results in the search engine most convenient and relevant for mobile users.
Mobile session rarely ends mobile conversion. the fact that many of us use smartphones to search for goods and services, read reviews about them making a purchasing decision. Buying the same thing often happens on the computer or offline. However, don't underestimate the importance of those Internet minutes. At the recent webinare a Google spokesperson said that 91% of all users who are looking for information about products and services via smartphones in the end are convertible.
Mobile session is usually longer that is done on the desktop. Users can't switch between sites and screens as they would on the computer. Therefore, if the website or the information satisfied user, he likely will remain on it.
a Significant portion of mobile minutes accounted for social networking. According to Experian if all the minutes mobile users spend in the network, to equate to one hour, the share of social networks have approximately 16 minutes, or one quarter of the total time.
Mobile users rarely share their content and even less write him a comment. According to statistics Moovweb, 61 million sessions that were analyzed, only 0,2% have received Share. This figure is an average for 35% less than the results of the sessions on desktops. The reasons are many: from the banal desire to save battery on my phone and uncomfortable buttons and comment form to reasons lying in the plane of the user tasks. Why would he comment on something on your site, if lively debate is going on social media? Why would he want to share something with all friends at Facebook, if you can just remember the link to these shoes (suspended) or send them a picture of your wife?
Thus, before us the audience who:
— actively use mobile Internet, visiting social networks, online stores, websites of non-profit subjects (by the way, if you believe world statistics, the 60% users use smartphones as the main device for Internet access);
— (!) almost puts Like and Share and has a very passive behavior on mobile sites;
— limited in their capabilities and Internet speed and capabilities of the smartphone (no keyboard, editor, etc.).
How to activate mobile users?
No. 1. Focus on buttons, adapted for mobile devices
Such buttons recently proposed UpToLike. In Runet today is the only Russian-language plugin mobile buttons. In the West, this option have AddThis.
What are the features of these buttons, and they are better than usual? First, they are large. Second, they are fixed at the bottom of the screen and remains there while scrolling. We also add that the webmaster can set the structure of social networks, and most importantly – in the lineup, two new buttons messenger: 4Talk and WhatsApp. The first field results show that the conversion of button presses messengers of the total number of unique visitors the site averages 10%. For mobile phones, where the average conversion rate 0,2% of the total audience of the website, this is a huge indicator!
Below are several examples demonstrating effective button, WhatsApp on the websites of different topics. The submitted screenshots must pay attention to two aspects: the proportion of activity in WhatsApp (almost the same figure with desktop buttons), and the curve of attracting new users. The graph shows that through links in instant messengers on the websites really come to new users (a few hundred per month). It is quite a decent figure, comparable even to that method of attracting as content marketing. But in our case, for new visits don't need to do anything: simply to have in their lineup the button WhatsApp and 4talk.
Case study # 1. Women's project about fashion, beauty, relationships, fitness, work.
Case No. 2. Information portal of the town in Siberia.
Case study # 3. Fund the creation and promotion of social projects in education, culture and other things.
As you can see, the share WhatsApp accounts for a significant share of clicks: the women's project and social projects receive of 15.79% and 18,4% clicks of the messenger, respectively. Information projects tend to generate more number of clicks of the messengers. So, the website of the Siberian city gets 34,27% clicks in WhatsApp.
However, even more important statistics of the involved users. On average, every third person who clicked on a social button leads to the site new users. In this case, statistics on the buttons of messengers, as a rule, is even more impressive, because in the case of WhatsApp links are sent to more targetirovanie.
Through the use of buttons, adapted for mobile users, and integrate WhatsApp and 4Talk, you can increase mobile traffic commercial projects in 6%, and non-profit – 15%. The growth of mobile data traffic will be noticeable within a 1-3 of the week (depending on attendance and the nature of its audience).
No. 2. Twitter gets more clicks among mobile users than buttons of other social networks.
the West with 66%probability retweet will make smartphone users, not computer users.
According to Marketing Charts especially effective Twitter in such subjects as business and Finance. Here the share of Twitter have 67% from total Share. Audience more likely to use Twitter it is on the way to work, during your lunch break and on the way home. It is then preferable to post updates on blogs, social networks and so on.
Interesting fact: in General, mobile users are most actively sharing the content after the 21-00.
No. 3. Don't forget about the technical details of the optimization of resources for mobile users.
— Check how friendly your website for mobile users. For this can use, for example, the tool Google Mobile-Friendly Tool.
— Make sure to use no more than 5 redirects. It is believed that after 5 redirects search engines do not index mobile pages.
— Speed up loading site. 40% of visitors leave a site if it is loaded more than 3 seconds. Most mobile users are willing to wait no more than 6-10 seconds.
— Do not block JavaScript, CSS and different files with pictures. This has a negative impact on the positions in "Search", and hence on the number of mobile users of Yandex and Google.
— Fix the "Error 404", which are issued only to mobile users. Frequent situatiiwhen the page is displayed without problems users desktop, but produces 404 the mistake of those who are trying to access it from your smartphone.
It is likely that in a few years and we catch up with Amazon, eBay and Apple the quality and quantity of mobile traffic. For this to happen as early as possible, it is necessary to work on site optimization for users of smartphones and tablets, as well as the increase in the share of mobile traffic.
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