Analytics

Since the launch of iPhone a few years ago everyone was expecting the “mobile revolution” where thousand of sales will be generated every day from mobile. I personally don’t believe we are there yet but we are getting closer. The search volumes on Google mobile are raising and users feel more comfortable surfing the net on a 3G connection or WiFi.

A few weeks ago we did a Google Analytics consultancy for a client and realised that actually they generated 225 transactions in 30 days from mobile. A great number if you consider that the website doesn’t have a mobile version and it’s very difficult for the visitor to navigate through the existing menu.

When we look closely to the actual devices we can see that iPhone and iPad are top of the list. As iPad offers the same experience to the user as a normal laptop or PC the conversion rate is higher. iPhone is still on the top of the list with the most visits and transactions but lower conversion rate. Android/Blackberry and iPod touch have a very low conversion rate.

Overall mobile will eventually become an important channel (not as important as some people predict) and if we add iPad under that channel we will definitely see an increase in visits and sales. It’s important to try and test your site in the devices and if possible correct any issues. Similarly to the web user experience is very important for mobile users too. The trend is here and we have noticed that all our clients have seen an increase in traffic from mobile.

Make sure that you check the your analytics regularly for the number of visitors from mobile devices. For Google Analytics users click  Visitors>Mobile>Mobile Devices.

As iPhone gets more popular we start seeing more apps for search marketers. Below we list 3 apps that the team here at Stellar Search has been using. Although there are a lot of iPhone apps for search marketing unfortunately most of the them are not user friendly. Hopefully the following list will grow over time.

1. Analytics Agent

A great app with a free version and premium version. We have been using the lite version and we can access the following stats:

2. SEM Calculator

A great and handy calculator for working out some stats quickly. You can do the following:

• CPM calculator
• CPM to CPA conversion
• Banner/Email campaign CPA
• CPC to CPM
• Max CPC for PPC

3. Coremetrics iPhone App

The Coremetrics app is pretty advanced and one of the first in the market. You can check the following:

• Analyze dashboards and conversion funnels in real time
• Leverage benchmark metrics to compare performance against competitors
• Take corrective action to optimize the performance of all marketing campaigns.

Also available for Android/Blackberry/Windows.

*. PPC Editor for iPhone

PPC Editor targets those who want to manager their ad campaigns in Google AdWords on the road we haven’t tried this iPhone App but it has some positive reviews.