More than half of Facebook’s users access the site via their mobile phones1 whilst more than 80% of Twitter users access their site via a mobile device2. These facts should be ringing the alarm bells for those that have social strategies but don’t have a mobile-enabled website.
Evidence that we have shows that the conversion rate from Facebook is 53% greater for a non-mobilised FMCG site when a user comes from Facebook using a desktop machine than a mobile. The data also shows that this non-mobilised website didn’t convert any Twitter traffic from those using a mobile device, but converted at 1.34% for those on a desktop.
Mobile Users 1.15% 0.00%
Non-Mobile Users 1.76% 1.34%
This begs three questions:
- Do you know what your social conversion rate is?
- Have you compared this to your social conversion rate for mobile and non-mobile users?
- Have you estimated how much of your social budget and time you’re wasting by not having a dedicated mobile site?
Many companies feel clued-up because they’ve got an active social campaign. You’ve got somebody responsible for your Twitter feeds, you may share interesting and behind the scenes photos of your company to Facebook; and you’ll be pinning your products like crazy. But unless you’ve got a way of automatically representing your content in a way that is optimal for mobile users then you’ll be throwing money down the proverbial drain and employing people that could be better-utilised doing something else.
What to do next
- Log into your analytics and see how much social traffic you’re getting to start with. If you’re using Google analytics, you are hopefully already appending campaign variables to your social sharing links and active campaign management. If not, you can still filter in the referrer report.
- Use the predefined segments for mobile and not for and filter those reports. This will just give you an overview and an indicator as to how seriously you should be taking the next step.
- Create a new advanced segment that filters on Facebook or t.co as a “source” and then add another rule which is “mobile” is “yes” and then see go to your goals or conversion rate report and jot down the rates. You can set other advanced segments for “mobile” is “no” too so you get a good overview of the problem.
- Then decide if the difference between the mobile user and the non-mobile user is too great.
- Keep an eye on this data and set up scheduled reports using the “Email” link near the top of the page. When you do this, don’t forget to change the report to “pdf” if that’s what you require.
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