lack of normal usability in the Safari browser
Posted: Thu Jan 23, 2025 7:53 am
3. Check the correct operation of the site in different browsers and operating systems
Of course, you should do this from time to time on a regular basis, not just before Black Friday. But if for some reason you haven’t done it before , now is the time. Analyze the technical reports in GA4 (Reports > User > Tech) to make sure there are no dips in conversions due to specific browsers or operating systems. Safari and Firefox often throw up surprises, and you don’t want your visitors to go to your competitors because your site doesn’t work well in their favorite browser, right?)
Below is just one such example. Note the metrics for Chrome and Safari.
metrics for Chrome and Safari
For better perception, I calculated the Revenue per User and the conversion rate in the mexico customer email list table. You can see that the difference is more than 10! times. And believe me, the point here is clearly not that the target audience uses Chrome and does not use Safari. The reason is much simpler - the lack of normal usability in the Safari browser.
4. Check or maybe even do some training with the marketing team on tagging all activities with UTM tags
This is also a point that is always relevant, but during the state of emergency its relevance increases especially. All activities must be correctly marked. If you have a standard for working with tags, make sure that all colleagues adhere to it. If you still do not have such a standard. Now is the time to do it. This will help to correctly assess the effectiveness of marketing activities.
Of course, you should do this from time to time on a regular basis, not just before Black Friday. But if for some reason you haven’t done it before , now is the time. Analyze the technical reports in GA4 (Reports > User > Tech) to make sure there are no dips in conversions due to specific browsers or operating systems. Safari and Firefox often throw up surprises, and you don’t want your visitors to go to your competitors because your site doesn’t work well in their favorite browser, right?)
Below is just one such example. Note the metrics for Chrome and Safari.
metrics for Chrome and Safari
For better perception, I calculated the Revenue per User and the conversion rate in the mexico customer email list table. You can see that the difference is more than 10! times. And believe me, the point here is clearly not that the target audience uses Chrome and does not use Safari. The reason is much simpler - the lack of normal usability in the Safari browser.
4. Check or maybe even do some training with the marketing team on tagging all activities with UTM tags
This is also a point that is always relevant, but during the state of emergency its relevance increases especially. All activities must be correctly marked. If you have a standard for working with tags, make sure that all colleagues adhere to it. If you still do not have such a standard. Now is the time to do it. This will help to correctly assess the effectiveness of marketing activities.