Analytics and device detection specialist Netbiscuits released its cloud-based Device Routing tool, which allows businesses to route web traffic to the right online experience based on their device type, offering greater control and adaptability for companies that do not have the budget or resources to redesign their entire web architecture.
"It’s not just large businesses that need to consider which devices their customers are using," Daniel Weisbeck, CMO and COO of Netbiscuits, told eWeek. "Smaller companies should be considering the mobile experience they deliver to their users and how that may differ across PC websites and smartphone or feature phone sites and even tablets."
Weisbeck said he sees this tool as having a real impact on smaller organizations who have been forced to serve up generic mobile experiences to their customers, when the multi-device world is much more complex than that.
"Visitors are demanding customized experiences for their device and by not delivering the right experience, brands risk alienating their customers or pushing them to a competitor’s website," he said. "Many companies are struggling to identify the users and their devices on their website and therefore they are serving them a poor user experience based on the standard PC experience they deliver by default. By routing customers to right web experience you are delivering a better user experience and you’ll see increase conversation."
In addition, Netbiscuits opened The Vault, a device library containing thousands of mobile device profiles and contextual user data from feature phones, smartphones and tablets, to the latest smart TVs and wearable devices.
Using Netbiscuits device data from The Vault, businesses can freely subscribe to these tools to segment, target and track mobile customers to gain a better understanding of Web behavior.
Weisbeck said understanding the differences in device capability and segmenting users based on this data can be a huge help when developing mobile websites and thinking about how users will engage with content.
"With such a huge array of mobile devices on the market today, to win with mobile, you have to understand the devices you are trying develop for and their capabilities, not just the make and model," he explained. "This information is a huge advantage to businesses trying to create the right mobile experience for their customers and help drive down abandonment rates."
In the first quarter of this year, Netbiscuits Mobile Analytics detected 4,015 different models from almost 200 vendors, each using various versions of 26 different operating systems across at least 26 different browsers, offering over 100 possible mobile screen size combinations for marketers to contend with.