The data shows that mobile traffic constitutes 28.42% of active users, but mobile users are underperforming compared to web users in several key areas:
- Views per active user for mobile is 6.60, which is 14.18% lower than the overall average and significantly below the web traffic average of 8.15.
- Average engagement time per active user on mobile is 1m 16s, which is 21.31% lower than the overall average and considerably less than the engagement time of 1m 46s for web traffic.
- Mobile traffic generates 22.27% of total event counts and 20.19% of total revenue, which is lower than its proportion of total users (28.42%).
To improve mobile performance, focus on enhancing the mobile user experience by optimizing the site specifically for mobile visitors. Consider the following actions:
- Simplify mobile navigation to make it more intuitive and reduce friction. Users should be able to find key information and navigate through the site easily on smaller screens.
- Improve mobile site speed, as the lower engagement times may indicate that mobile users are dropping off due to slower page loading times or poor performance.
- Optimize content presentation for mobile devices, ensuring that images, videos, and text load efficiently and display correctly on different screen sizes.
- Consider implementing mobile-specific calls to action (CTAs) that are more prominent and easier to interact with on mobile devices, ensuring that users can take action without excessive scrolling or searching.
- A/B test different layouts or content presentation strategies to see what resonates best with mobile users and improves engagement times.
By improving the user experience for mobile visitors, we expect to see increases in both the views per active user and average engagement time, leading to more event interactions and higher revenue from mobile traffic. Additionally, optimizing the mobile site will align the performance more closely with that of web traffic, ultimately improving overall site metrics.