Key Metrics to Measure for
Optimizing your App
We bring you the key metrics we identify as necessary to monitor in the areas of Acquisition, Engagement and Outcome, that will empower you to maximize your app's true potential.
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In this eBook we'll discuss:
- Importance of using metrics to understand your users and their actions
- The key metrics you need to measure and their significance
- Getting started by measuring your metrics with Mobile Analytics
Measuring the Metrics in your App
The importance of measuring metrics cannot be overstated. Just as there is no chance of survival driving blind on a dark road, there is no chance of survival in the app world without analytics to guide you. You must gain a deep understanding of your user's behavior for your specific app. You must gain in-depth knowledge of the friction points in their experience in order to devise an optimization strategy, refine, release and turn them into active, loyal users.
We have the key metrics in three separate categories. While Acquisition and Outcome are important ones, it is the Engagement category that trumps the others when optimizing for the optimal mobile user experience.
- Downloads Downloads are critical to your app's success. The key is to translate as many downloads as you can to returning users, increasing engagement in the process, and increasing customer retention. Your app marketing plan must have the goal of increasing downloads from as many destinations as possible. You can decide where to focus your marketing efforts in acquiring new users, by taking into account which channels contribute to your user base as far as active users and sales.
- Demographics You must know who your target audience is, come to an approximate idea of how many potential users are in this target audience, and other data such as gender, language, age, education level, etc.. Measuring this metric will help you in the context of adjusting your UI for example, to better connect with your demographic.
New users New users are a key indication of general interest in your app, but they do nothing to tell you of your app's overall health. Remember, having a million registered users who never return is much different from having a million active users.
By studying new users and their actions via mobile analytics, you can plan a course of action to retain them and to further engage returning ones.
- Active Users Active users refers to those who regularly return to your app and convert. They are those whose actions you should be studying and finding the different touch points where you can further engage them. When you know what percentage of users are active, you will know what strategies to implement for improving engagement with your users across the various channels. You can also see which of your active users aren't converting in your funnel and optimize it using the knowledge you gain from analytics.
- Channels Knowing where your customers are coming from is imperative in refining your marketing plan. By analyzing this metric, you will discover which channel(s) drives the least traffic and it will be up to you whether it is worth optimizing that channel or not. This of course depends if you see it as a profitable channel.
- Retention Analyzing retention is important as it tells you how many users are still using your app after a certain period of time. User retention reports can help you understand if your app meets user needs and expectations as well as measuring how your app optimization efforts impact the retention numbers.
- User Flow By analyzing the user flow metric with regards to screen navigation, you can identify the friction points in your funnel(s) from sign-in issues to friction in the checkout process to lead generation. You can also study the amount of time they take on each screen. By optimizing your screens, you can increase the amount of time spent, hence increasing engagement and ultimately conversions. You can see what actions users are taking on each screen what part of your app's screens are being ignored. This will empower you to refine your app to provide users with a frictionless mobile experience that will get them where they need to be, while maximizing conversions.
- Drop off RatesBy analyzing the metrics tied to how many of your users are dropping out of certain screens within your app, you can analyze this behavior and dig deeper into why they are doing so. By analyzing your user's actions and identifying where they might be getting stuck or experiencing some friction, you can plan a strategy to refine the user experience.
- Session Length This metric defines the stickiness of your app. By tracking the growth or reduction length of the app session over time you can identify the spikes in the longer sessions or the dips in usage. You can measure the length of sessions for different type of users, such as for those who purchase and those who do not. You can then optimize specific screens in your mission to encourage those users to spend more time in the app, hence driving more purchases.
You should know where your users are converting, where they aren't and adjust your strategy in line with your industry’s benchmarking statistics, and driving them to convert as needed. Then you must see which sources (such as in-app purchases, app purchases and app monetization) are contributing to the majority of your revenues and put more efforts in driving customers to convert from those sources.
By seeing where your visitors are converting as far as making purchases, subscribing and purchasing apps, you can analyze why they are converting, identify the most converted screens and refine your app screens accordingly to maximize conversions in all aspects of your app.
Getting Started with Mobile Analytics
To get your mobile analytics initiative off the ground is not a complicated process. The first thing to do is to decide what areas of analysis are needed and selecting the most appropriate platform. Then, integrating the mobile analytics SDK into your app shouldn't take more than a few minutes.
A key part of discovering the why (WHY users take the actions they take) is delving into user experience and behavior. In order to delve successfully, you need to go beyond the key metrics that traditional solutions like Google analytics provide. For the most part, these analytics only provide the numbers and the what and don't tell the full story, placing the emphasis on those numbers instead of the reasons for the numbers. This is where mobile visual analytics takes center stage, enabling you to understand exactly how your users interact with your app, by providing key features such as touch heatmaps, user recordings and real-time in-app analytical visual reporting.