I think many folks really feel they understand mobile or they do not have to do much about it. They have a some presence.. it works.. its good.. right?
Recently I was working with an amazing non-profit organization about what is happening on their website. It was very telling to look under the covers and somewhat surprising.
- 20% of users were mobile
- 80% of those users were new and don’t come back
- iPhone had considerably larger usage over android
- 57% of users never go past the first page on mobile devices
I was surprised by the high usage of iPhone. It goes against the trends but if given the time, looking deeper at the data may indicate something about the audience. An area that I certainly would want to dig deeper and feel is the most powerful bit of information is 57% of users never go past the first page. That is a huge opportunity to connect with people and is being missed. Clearly people are not getting what they need from their mobile experience.
Can this be fixed.. of course. . The desire to meet the needs of mobile users is the first step to success.
In considering mobile, here are some interesting data points about what happened after an organizations developed a mobile strategy.
- Mobile is up 23% compared to what it had been. (source)
- Homepage uniques are up 15%, and time spent is up 7.5%. (source)
- The mobile bounce rate decreased by 26%. (source)
- 65.7% conversion rate increase on iPhone/iPod (source)
- 101.2% revenue growth on iPhone/iPod (source)
- 407.3% conversion rate increase on Android devices (source)
- 591.4% revenue growth on Android devices (source)
- 20.3% conversion rate increase on non-mobile devices (source)
- 41.1% revenue growth on non-mobile devices (source)
- 42% revenue growth on all devices (source)
- 13.6% conversion rate increase (source)
- 377.6% revenue growth on iPhone (source)
- 71.9% conversion rate increase on iPhone (source)
- 44.6% increase in duration (source)
- 23.3% lower bounce rate (source)
63% increase in online applications (source)
So do we need to think about mobile?
I think the answer is obvious.