This month, we are evaluating the percentage of website traffic that our urgent care clients are getting from mobile (smartphone or tablet) vs. non-mobile sources. We did this via a custom report that groups tablets and phones together, which we consider to be mobile traffic. A similar report, which separates tablets from phones, is available in Google Analytics: Audience > Mobile > Overview.
Overall, we are seeing very high mobile traffic numbers for urgent care clinics. Most average very close to 50%. Few are less than 45%, and some are already approaching 60% of total traffic coming from mobile devices. This is compared to other types of medical practices, where we are typically seeing mobile numbers in the 25-35% range.
In addition to looking at mobile vs. non-mobile numbers, we looked closer at the sources of traffic for each type. (Choose a secondary dimension of “Source/Medium” in the standard mobile report to see similar data.) In general, the percentages of traffic from various sources (organic search engines, paid search, direct, etc.) was surprisingly consistent between mobile and non-mobile. In some cases, we found that paid search traffic performed especially well, and in other cases found it to be under-performing, thus identifying opportunities to adjust bids or other aspects within AdWords or the Microsoft AdCenter.
Measuring Mobile Conversions
On a related note, we have been working with all of our clients over the past few months to implement various means of call tracking. This is especially important for mobile searches – for an in-depth review of this issue, see the SearchEngineLand.com article “Mobile Calls Are The New Conversions: 7 Tips For SEMs“. We have found that using mobile click-to-call ads in AdWords, along with mobile click-to-call event tracking in Google Analytics, allows for efficient collection of useful data.
Question, comments, or ideas about mobile traffic or tracking? Contact us if you do!