The School of Mobile Vol. 2 - The Detail
handset that is being used but also the click path in terms of how people are naviga�ng the mobile
website. This enables you to visualise not only who your users are in terms of their device profile
but how your mobile website is actually being used in real �me. Visualisa�on is crucial. The key
value that comes from this is in knowing at what point your mobile web user stops naviga�ng the
mobile website, by knowing where they stop; you can begin to work out why. What is wrong or
inefficient or ungainly with your mobile website that makes people navigate away from it?
What can Analy�cs actually do?
Depending on the mobile analy�cs package you can determine all or some of the following things
through the analy�cs: Device type, unique visitors, visits, page views, visits per visitor, pages per visit,
average �me spent on site, countries where visi�ng from, and subscriber operator (Source: Bango).
It is possible to pinpoint in aggregate (privacy laws limit the ability to drill down into how individual
users are actually behaving): who your mobile users are, are they front-runners? early-adopters?
Are they lagging behind in terms of the device they are using? You can determine how users are
actually using the mobile internet, what sites they are visi�ng and more.

What makes analy�cs for mobile different from web analy�cs?
Mobile analy�cs is, in a sense more complicated than web analy�cs because when a mobile user
enters a landing page on the mobile and then leaves there are a number of complica�ng factors
that make it really difficult to say why they have done that. Perhaps the 3G connec�on was too
slow, perhaps the landing page took too long to download, maybe the page was mis-sized for the
mobile phone.
On that basis it is really hard to say why people are not following through with a par�cular ac�on.
With the PC based internet, it is easier to determine what went wrong through tools such as Tealeaf
or Coradiant, which are very adept at determining what has happened on the path towards making
a transac�on on the PC based internet. With the mobile internet, there are not yet the same tools
to make those determina�ons and accurately track the errors along the path. So right now, you can
do li�le more than guess…
A lot of this is to do with the fact that tradi�onal web analy�cs use cookies, JavaScript, log files and
so on to track users all of which can cause problems when it comes to mobile browsers.
The importance of refinement…
Mobile analy�cs sit under the mobile web site. The specific informa�on gleaned depends on the
layout, complexity, usability and the set up of the mobile website. This is an important learning: the
quality of the analy�cs informa�on generated is closely linked to the way the mobile web site has
been developed. On a mobile website, analy�cs can be very effec�ve in determining if the mobile
website needs to be redesigned. If mobile users want info quickly or to transact quickly, they may
not want to hang around and browse, so analy�cs can tell you at what point users abandon the
mobile website because it took them too long to do what they wanted/needed to do. So as you
revise your mobile web site, user behaviour changes.
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