Understand mobile traffic with mobile analytics – real stats from real site » mobilegroove

Traffic to a mobile website reveals a whole new host of metrics you don’t get on the PC web – the operator, network, handset of each visitor – all of which are important to understanding your mobile traffic, as well as the usual measurements on unique visitor numbers and where the traffic came from.

Unfortunately, PC analytics tools only detect Smartphones because they rely on JavaScript to analyze the traffic. As Smartphones only represent 10% of installed base of mobile devices, you’re not going to be analyzing 90% of your mobile traffic. Here a dedicated mobile analytics tool from Bango looks at 3 months of traffic to a real mobile site – wap.mobislim.com to help you see the value in understanding how your mobile site is peforming. The Mobislim mobile site is a high-hearted look at weight-loss tips and you’ll see we run a number of mobile ad campaigns to the site and then analyzed how successful they were.

August was the first month for Mobislim on the mobile web and we closed the month with 1213 unique visitors, 4129 page views, 68% organic and 32% paid traffic from all over the world through Google and Decktrade (campaigns ran for two weeks only). South Africa was the country that brought most traffic (33.5%) followed by US (16.4%) and UK (9.52%). The top operators where Vodacom South Africa (16.5%), MTN South Africa (15.09) and O2 UK (3.20%). Top 3 devices were Opera Mini (7.29%) Samsung E250 (3.80%) Nokia 6300 (3.17%).

September was a busy month for the site as we ran 7 different campaigns, all with very small budgets (total expenditure $400). The month finished with 3,465 unique visitors that saw 11,493 page views, from which 65% came from organic traffic and 35% from mobile advertising.

The campaigns ran in Google, Decktrade and Mojiva for 3 days, mainly targeted to US and UK. The top countries by page views were US (27.1%), South Africa (20%) and UK (6.4%). The top operators were Vodacom South Africa (10.8%), Metro PCS USA (10.5%) and MTN South Africa (8%). It is very interesting that the fourth most popular operator was Satelindo Indonesia which represents 5,1% and in the top 10 it is Bharti Cellular India (2.13%) and Telgua Guatemala (1,76%).

Finally October reflects a slow down in the traffic. We saw a total of 827 unique visitors and 2905 page views, 80% from organic traffic and 20% from paid traffic. We ran 5 campaigns, for 3 days each, with the same expenditure by campaign as the month before, and again the countries targeted were US and UK. But the results speak for themselves…The campaigns were not as successful as the ones ran the previous month and the organic traffic has dropped dramatically.

The top 3 countries this month have been US, UK and India. The top 3 operators have been all for American networks, Metro PCS USA (7.6%) AT&T USA (6.3%) and Cricket USA (6.3%).

This is why it is so important to have a mobile analytics tool that gives you results in real time. I could have reacted earlier to the drop in traffic or I could have fine tuned the campaigns as they didn’t work as expected. Changes in trends and traffic are going to big difference to your business; when you invest just $400 a month in advertising is not a big deal, but let’s say you spend $5.000 in 3 different campaigns running for only 2 days, wouldn’t you like to know how your message was working by the hour? I would!

If you would like to see the traffic for these 3 months in more detail, then you can access our demo account where you can see all the Mobislim traffic as it happens. Just follow this easy steps:

1.Go to http://bango.com
2.In the login are your email would be demo@bango.com and your password demo
3.Surf the analytics center to get a real taste of Bango mobile analytics.

This entry was posted on Tuesday, January 6th, 2009 at 11:28 am and is filed under Bango. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.