Measuring & Optimizing Mobile
The mobile Web isn’t just changing how websites are designed, developed and promoted (marketing and advertising). How digital brands measure performance is also changing – and changing dramatically.
SaaS solution ClickTale Touch in May of 2013 announced that it is now enabling businesses to view their mobile customers’ “True-to-Life User Experience,” which includes a customer’s every tap, double tap, scroll, tilt and pinch on the touch interface. By leveraging these insights, businesses can optimize their mobile sites in order to grow and capitalize on mobile traffic.
“Visualizing user behavior inside the page has proven invaluable for perfecting Web usability, but the mobile Web requires a fresh approach – not only because it involves devices of various form factors, operating systems and input methods, but also because mobile customers are much less forgiving of poor usability than traditional e-customers,” said Dr. Tal Schwartz, CEO and co-founder of ClickTale. “ClickTale Touch is a powerful and effective way for companies to increase the conversions on mobile devices, an absolute necessity now that mobile commerce is really taking off.”
Businesses can leverage ClickTale Touch to increase profits by identifying and fixing issues that frustrate mobile users, like poor navigation or unclear calls to action. Plus, the platform can help businesses optimize their sites for the touch interface as well as improve customer engagement by learning what content receives the best response from mobile visitors.
Measuring app performance won’t move the proverbial needle however, if nothing is going to change about the app in order to derive more benefit from it. There are numerous A/B testing and optimization solutions on the market for the Web but few that focus exclusively on mobile apps. Artisan (http://wsm.co/1eh1Xl6) is one of the few solutions available that enables designers to gain insights into users' behavior within the app, test design and content and create more personalized experiences in their pursuit of revenue.