How Membership Organizations Can Use “Trend by Device” Feature in Semrush’s Traffic Analytics

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The “Trend by Device” section in Semrush’s traffic analytics is a valuable tool for understanding how different devices (e.g., desktop, mobile, tablet) contribute to a website’s traffic over time. Here’s a breakdown of the key components and how websites can leverage this data for growth:

How Associations, Chambers of Commerce and Nonprofits Can Use "Trend by Device" Feature in Semrush's Traffic Analytics

Graph:

  • Line chart: Visualizes the trend of visits, unique visitors, purchase conversion, and page/visit over a selected timeframe.
  • Device-specific lines: Each line represents a different device type, allowing you to compare their performance.

Forecast and Deviation Range:

  • Prediction: Uses historical data to predict future traffic trends for each device.
  • Range: Indicates the potential variation or uncertainty in the forecast.

Metrics:

  • Visits: Total number of times the website was visited by users on a particular device.
  • Unique visitors: The number of distinct individuals who visited the website on a specific device.
  • Purchase conversion: The percentage of visitors who made a purchase on the device.
  • Page/visit: The average number of pages viewed per visit on the device.

How to Use Trend by Device for Growth:

  1. Association Website:
    • Identify dominant device: Determine which device contributes the most to traffic.
    • Optimize content: Tailor content and design to that device’s preferences and capabilities (e.g., mobile-friendly layout, shorter paragraphs for mobile users).
    • Promote on relevant platforms: Target advertising and social media campaigns to the dominant device’s users.
  2. SaaS:
    • Analyze device-specific conversion rates: Compare conversion rates across devices to understand where users are more likely to convert.
    • Optimize user experience: Ensure the SaaS platform is fully functional and easy to use on all devices.
    • Offer device-specific features: Consider providing features or integrations that cater to specific device users (e.g., mobile app for on-the-go access).
  3. Ecommerce:
    • Prioritize mobile optimization: Given the growing popularity of mobile shopping, ensure the website is fully optimized for mobile devices.
    • Enhance product pages: Improve product page design and functionality for mobile users, including high-quality images and easy navigation.
    • Leverage mobile-specific marketing: Utilize mobile-friendly marketing channels like SMS marketing and social media ads to reach mobile users effectively.

By carefully analyzing the “Trend by Device” data in Semrush, websites can make informed decisions to optimize their content, design, and marketing strategies for different devices, ultimately driving more traffic and improving overall performance.

Case Study: Optimizing Conversions for an Association Website

Background

An association website, dedicated to connecting professionals in a specific industry, observed a pattern in their membership conversion data: a disproportionate number of paying members were using iPhone 12-15 models. This insight presented an opportunity to optimize the website’s user experience and increase conversions for this high-value demographic.

Analysis and Findings

  • Device-Specific Conversion Rates: A detailed analysis revealed that iPhone 12-15 users had significantly higher conversion rates compared to users on other devices.
  • User Behavior Patterns: Further investigation into user behavior on these devices identified several key factors influencing conversion:
    • Seamless browsing experience: iPhone 12-15 users experienced minimal lag or loading times, enhancing their overall satisfaction.
    • Intuitive navigation: The website’s design and navigation were optimized for larger screens and touch interfaces, making it easier for iPhone users to find information and complete membership actions.
    • Mobile-friendly payment options: Apple Pay integration streamlined the payment process, reducing friction and encouraging conversions.

Optimization Measures

Based on these findings, the association implemented several targeted optimization measures:

  1. Mobile-First Design Approach:
    • Prioritize mobile responsiveness: Ensure the website’s layout and content were fully responsive and adapted seamlessly to different screen sizes, including iPhone 12-15 models.
    • Optimize for touch interactions: Design elements and buttons were made larger and more accessible for touch-based navigation.
  2. Enhancements for iPhone Users:
    • Apple Pay Integration: Expanded Apple Pay integration to more areas of the website, including membership registration and donation pages.
    • Optimized for iOS Features: Leveraged iOS-specific features like Touch ID and Face ID for secure authentication and streamlined login processes.
    • Personalized Content Delivery: Utilized device-specific targeting to deliver content and offers that resonated with iPhone users.
  3. Performance Optimization:
    • Image compression: Reduced image file sizes to improve page load times, especially on mobile devices.
    • Minification and Caching: Optimized code and implemented caching mechanisms to enhance website performance.

Results and Impact

The implementation of these optimization measures yielded significant results:

  • Increased Conversion Rates: Membership conversion rates among iPhone 12-15 users saw a substantial increase, outperforming other device categories.
  • Expanded Member Base: The association experienced a growth in overall membership, driven by the higher conversion rates from iPhone users.
  • Improved User Satisfaction: iPhone users reported higher levels of satisfaction with the website’s user experience, leading to increased engagement and loyalty.

Conclusion

By identifying and addressing the specific needs and preferences of iPhone 12-15 users, the association successfully optimized its website for this high-value demographic. This case study demonstrates the importance of data-driven decision-making and targeted optimization efforts to maximize conversions and expand a website’s reach.

How Manmash Consulting Can Help?

Manmash Consulting provides CiviCRM Consulting and implementation services to Member-based organizations. We not just help our clients in digitally transforming themselves, but help them grow their member base by providing digital marketing services, such as SEO and Web Development. If you are interested to grow your member base, fee free to book a free consultation with Manzar Mashhood. Let’s work together to reach new members, shall we?