20% of your web traffic is wasted, but do you know which?

Competition is fierce. We know that the internet allows us to sell 24-7. Why are 1 in 5 internet users largely ignored by businesses? So who exactly are these 9 million UK internet users?

They’re you and me.

As a collective, we’ve changed how we consume the internet, how we research products and how we transact. We’re no longer so dependent on desktop computers and no longer forced to wait excessively for websites to load on mobile devices. 3G and home wireless connections have transformed the internet – and that means that businesses such as yours need to respond quickly.

A staggering fifth, or more, of internet use is being conducted on mobile devices, and for many industries such as finance or leisure, it may actually be higher.

The chart below shows the proportion of visitors using smart-phones, tablets and desktop computers accessing a B2B financial services company during 2012. The trend is obvious. Smartphone access is continuing to grow rapidly as a proportion and desktop use is falling. Most business-owners already know this. What isn’t so obvious, is the uptake of tablet computers. The Daily Mail reported that Christmas shoppers were “snapping up a tablet computer every second” and the sales of which were expected to grow 1,000% during 2012. From the start of November to the end of December alone, the proportion of tablet users accessing this particular website doubled. It won’t stop there.

Charts such as these only show part of the story. Drilling down further, the really important insights will become apparent – which allow us to improve sales volumes and customer experiences.

During last summer, we reported on the opportunity weekends bring to online retailers. Six months later, tablets have become increasingly important. Non commerce websites can expect at least ten per cent of their traffic to come from tablet users. The previous logic why you need a mobile website still applies – however, in a different fashion.

The data for this website shows that the conversion rate improves throughout the week with the peak day being Sunday. If you were this company, wouldn’t you put more effort into getting more traffic into the site over the weekend, wouldn’t you try to offer a website that appealed even more to both mobile and tablet users?

The important point, which we’ll explain shortly, is to work out the exact profile of your traffic. This FMCG eCommerce website has a strikingly different profile. This non-optimised website converts much less on mobile devices, but relatively more on tablets. Intuitively this would indicate that the “fiddly” aspect of transacting on mobile devices depresses conversion rates when only a non-optimised website is available. Alternatively, those with purchasing intent reach for devices with larger screen sizes.

So increasing conversion rates is one reason to implement a mobile and tablet strategy. Interestingly there is another reason: leveraging increased average order values for tablet users and enhancing them for mobile users.

During 2012 this eCommerce retailer had average order values of:

Mobile: £81.18
Tablet: £119.96
Desktop: £101.91

This profile isn’t restricted to this particular website. Other eCommerce websites have significantly higher average order values for tablet users than mobile. The reasons are unimportant. What is important is that you should do everything within your power to encourage more tablet users to visit your website and make it as easy as possible for them to transact with you.

To summarise so far:

  • We can prove that mobile and tablet users are becoming increasingly important in terms of traffic volumes – varying between 20% and 30% of all traffic.
  • This ratio increases at weekends as users move away from desktop PCs.
  • The profile of mobile, tablet and desktop use and their respective conversion rates differ greatly between content and eCommerce websites.
  • Optimising for tablets is of significant importance if you have a content/service-based website.
  • How you design a tablet website is of crucial importance given the differing technological features of tablets, smartphones and desktops.

How do you establish the mobile v. tablet v. desktop profile of your website?

Some of the information used above isn’t readily available within Google Analytics. To find it you will have to make use of what Google calls “Advanced Segments“. These will allow you to filter your traffic against certain types of user. In the above graphs, we filtered for visitors using mobile phones, tablets and desktop computers.

As default, Google includes tablet users in their “mobile” advanced segment, to differentiate between tablet and mobile use obviously we need to split out just smart and feature-phone users. To do this click on “Advanced Segments” at the top of the screen and then “+ New Custom Segment” to the right, further down. This will give you a filtering system. This looks more daunting than it actually is. To filter for just mobile devices you want to include “Mobile (Including Tablet)” and exclude “Tablet”. The key here is to make sure you are using “Exact matching” and then either ‘Yes’ or ‘No’ – Google will prompt you for either. Name this advanced segment “Just Mobile”.

Finding Just Mobile Phones
It is a very similar process to create a profile for desktop users. Simply create an advanced segment that excludes “Mobile (Including Tablet) as exactly matching “No” i.e.

Google offers an advanced segment for tablet users in their default list which can be found by clicking “advanced segments” and scrolling down. You can then specify to filter on “Mobile Device Model” for specific models, as below:

These reports will show you visitor trends and allow you to ‘cut-and-dice’ your traffic. For example, to find out where your iPad users come from and which keywords they use to find your website. How they convert in comparison to other devices. For an overview to help you make a general business case for a mobile or tablet website, simply click on “Mobile” and “Overview” in the left-hand mobile. This would show data such as:

Clicking on “devices” under the same “mobile” menu item will show you your traffic and sales data (if you have it) by device type.

We have shown you how mobile, tablet and desktop use alters between particular niches and business types. It is imperative, if you are charged with increasing sales or traffic, to get under the skin of your traffic – and we’ve shown you how to do that.

What we haven’t done is show you how to add your Google Analytics tracking ID into your mobile website. Simply log-in to your MymCart Dashboard, and then visit the “General” section. Add the ID from your new mobile profile you would have set up – log-in to Google Analytics and click “Admin” to the top-right and then “+ New Account”.



The next step is down to you. We implore you to analyse how users access your website and establish what methods you can employ to increase sales or lead volumes. Typically the answer is to deploy a mobile website which responds correctly to the device type used (containing the most useful information pertinent to that user’s requirements). This information is readily found within Google Analytics and we’re here to help you understand it better – just contact us with your Google Analytics or mobile website design questions.

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