Deciding On When To Bring Mobile Sites Online via Omniture SiteCatalyst
Developing a mobile presence allows your business to extend to devices that users are now using more and more frequently to browse the web and even make purchases. Due to this changing environment, it makes sense to start to consider having a mobile presence.
If you are like many, who seem to be thinking of bringing a mobile WAP deck online as a new way to service your customers, I believe I have a way for you to evaluate whether it makes sense to do or not.
The first step in seeing whether a mobile site is right for you is to estimate your current mobile traffic. For Omniture SiteCatalyst customers, this can be done by doing the following:
- Log into SiteCatalyst Version 14
- Pull mobile report and choose device
- Estimate the market share for the device (this can be taken from here)
- Calculate the current market opportunity.
Two handy formulas to use when calculating this are:
- Estimate mobile page views = phone page views / phone market share
- Percent of current mobile traffic = Estimate # of mobile page views / total page views
Then create an excel dashboard to track mobile adoption and progress to the threshold point on your site. A good rule of thumb is 5% of total page views coming from mobile devices. Once you reach this threshold, it might make sense to develop a WAP deck for those customers browsing from that new channel.
Written by:
Dorian D. Regester
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