Weight Watchers slimmed down their potential market to just 9%, Bango mobile analytics reports

25 11 2008

weightwatchers_blackberry3I have been looking for some nice content that I could publish in Mobislim to make my  upcoming mobile marketing campaigns more interesting, and I stumbled upon the weightwatchers’ mobile site.  This is for weight watchers subscribers, which happens to work only on Blackberries, Windows Mobiles and iPhones. You need a login and password, so I couldn’t see what was behind that first login screen.

A mobile site or mobile application that only works for these 3 types of mobile devices makes me put my mobile analytics hat and check what percentage of traffic is actually coming from these handsets. So I went to my Bango mobile analytics centre and exported a traffic report of the last three months of activity in Mobislim. I think this is an appropriate comparison as the Weight Watchers visitors are likely to be similar to the Mobislim visitors as they’d have the same interests in common.

From 18,526 page views 4,05% came from a Blackberry device, 3,54% from a Windows Mobile and 1,48% from an iPhone. That’s 9% in total.

I imagine that there is a reason why weight watchers chose only these 3 handsets and decided to leave aside a 91% of potential users. I wonder whether it’s worth while for them to do it this way…

On the other hand, if you are not a weight watcher customer you don’t have access to the site. I typed weight watcher into Google on my mobile (which is normal Nokia by  the way) and I got to http://weitchwatchers.co.uk, the same site that visitors get to from a PC but on my mobile. Even though it works quite well, they are not really adapting the content for mobile users. I wonder if they track how many people goes to the PC site from their mobiles and if they have any more plans for mobile and for more types of handsets too!

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Experimenting with Mobile SEO

19 11 2008

Chances are that if you are interested in understanding how to run successful mobile advertising campaigns, you’ll also want to know how to get your mobile site found in search engines. This is no mean feat but we want to share our experiences for the benefit of all.

We are going to start off by adding a Google site map to Mobislim and submitting the sitemap to Google. We will compare where we appear on Google mobile search before and after adding the sitemap to see if it makes any difference. I guess we can add some meta tags in as well just to see if they make any difference.

As with most SEO I should imagine that incoming links will probably be the biggest help. Maybe we can get some links added to mobislim from some sites on wap.com. As soon as we get some interesting results, we’ll make sure to share them with you.

Curious to find out more? There are various moves afoot to improve mobile SEO, one of which involves getting the major search engines to support a meta.txt file. For more on this, read Mobile SEO gets a fix from Visibility Mobile.

3 months of mobile traffic on Mobislim analyzed with Bango Mobile Analytics

5 11 2008

After 3 months getting traffic to Mobislim, I thought it was time to have a look at how Mobislim has evolved and where the traffic has come from, which are the most popular countries that come to the site and how mobile advertising has affected these results.

Traffic August

Traffic August

August was the first month for Mobislim on the mobile web and we closed the month with 1213 unique visitors, 4129 page views, 68% organic and 32% paid traffic from all over the world through Google and Decktrade (campaigns ran for two weeks only). South Africa was the country that brought most traffic (33.5%) followed by US (16.4%) and UK (9.52%). The top operators where Vodacom South Africa (16.5%), MTN South Africa (15.09) and O2 UK (3.20%). Top 3 devices were Opera Mini (7.29%) Samsung E250 (3.80%) Nokia 6300 (3.17%).

September was a busy month for the site as we ran 7 different campaigns, all with very small budgets (total

Top 10 operators in September

Top 10 operators in September

expenditure $400). The month finished with 3,465 unique visitors that saw 11,493 page views, from which 65% came from organic traffic and 35% from mobile advertising. The campaigns ran in Google, Decktrade and Mojiva for 3 days, mainly targeted to US and UK. The top countries by page views were US (27.1%), South Africa (20%) and UK (6.4%). The top operators were Vodacom South Africa (10.8%), Metro PCS USA (10.5%) and MTN South Africa (8%). It is very interesting that the fourth most popular operator was Satelindo Indonesia which represents 5,1% and in the top 10 it is Bharti Cellular India (2.13%) and Telgua Guatemala (1,76%).

Finally October reflects a slow down in the traffic. We saw a total of 827 unique visitors and 2905 page views, 80% from organic traffic and 20% from paid traffic. We ran 5 campaigns,  for 3 days each, with the same expenditure by campaign as the month before, and again the countries targeted were US and UK. But the results speak for themselves…The campaigns were not as successful as the ones ran the previous month and the organic traffic has dropped dramatically.

Visitors overview in September

Visitors overview in September

Visitors overview in October

Visitors overview in October

The top 3 countries this month have been US, UK and India. The top 3 operators have been all for American networks, Metro PCS USA (7.6%) AT&T USA (6.3%) and Cricket USA (6.3%).

This is why it is so important to have a mobile analytics tool that gives you results in real time. I could have reacted earlier to the drop in traffic or I could have fine tuned the campaigns as they didn’t work as expected. Changes in trends and traffic are going to big difference to your business; when you invest just $400 a month in advertising is not a big deal, but let’s say you spend $5.000 in 3 different campaigns running for only 2 days, wouldn’t you like to know how your message was working by the hour? I would!

If you would like to see the traffic for these 3 months in more detail, then you can access our demo account where you can see all the Mobislim traffic as it happens. Just follow this easy steps:

1.Go to http://bango.com
2.In the login are your email would be demo@bango.com and your password demo
3.Surf the analytics center to get a real taste of Bango mobile analytics.

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