Having implemented a number of mobile specific interfaces for client websites, I wondered if they had actually been successful.
So what would constitute success?
Basically, the main question would be:
Have mobile users been more engaged with a mobile version of the website?
Which analytics year-on-year statistics to use to see if the mobile version has been successful?
As a quick assessment visitor numbers can't really be a valid gauge as mobile traffic is rising so dramatically.
Average visit duration is probably out too, as a good mobile site will more quickly get users around your site and mobile visitors tend to be on a site for a shorter period.
Page views / visit
The one that seems to fit the bill is page views / visit. If you are achieving a higher number of page views / visit you are broadly allowing users to navigate more easily through your content.
So, looking only at visitors using a mobile device, I took a recent month when the mobile site existed and the same period in a previous year when it did not exist and compared the two.
Here were the results:
|before mobile interfaces||with mobile interfaces||% increase|
Not really a surprising result, but it looks like users will be far more engaged with a specifically designed mobile interface than a traditional desktop one.