It’s important to track analytics reports and run A/B tests on your content and flow. Both will help you answer questions like these about your site and your strategy:

It’s important to track analytics reports and run A/B tests on your content and flow. Both will help you answer questions like these about your site and your strategy:

  • Who are your mobile visitors? (A mobile report will tell you.)
  • What are they looking for? (Check the content they visit and site search queries.)
  • Are they having trouble finding it? (See bounce rates and average time on page.)
  • Are some ad campaigns or pages better for mobile users? (Check mobile vs. desktop conversions.)
  • Is your site structure mobile-friendly? (Run reports on site search, goal flow, page depth and site speed.)
  • Does your site load fast enough to keep users from bouncing? (Test site speed.)
  • Is your site easy to navigate on a hand-held device? (Try the landing page bounce rate.)
  • Do your desktop calls-to-action work on mobile? (Check mobile vs. desktop conversions and try responsive click tracking.)

As with desktop sites, it’s a good idea to keep testing, analysing and adjusting your mobile site to match new devices and new user viewing habits.