A mobile application’s performance can be measured by tracking several KPI, also known as key performance indicators. Enterprises need to measure several metrics. After all, every business has their own goals and KPIs. It is not easy to obtain information and then interpret the details. As we obtain more data, interpreting the details becomes more complicated. Analytics for mobile applications could help, but only time will let you know this for sure.
“What gets measured, gets managed”. Peter Druker, Business management writer
As mobile app development technology becomes more advanced, companies have more chances to communicate with their customer base. Since the domain has increasing amounts of competition in it, there will be challenges in figuring out how available your app is to customers. Will enterprise applications matter at all? Will your business be able to advance to the next level? These are questions that you will have difficulty answering.
Below are some ways to analyze your app’s progress.
Important Key Performance Indicators
1. Number of Downloads
An easy way to measure the progress of your mobile application is to see how many downloads it has gotten. However, this is a KPI that will not be 100% accurate in calculating your app’s success. Plus, apps with pop-up ads tend to annoy people. You have probably used apps like these before where an ad will pop up on the screen and you’ll accidentally place your finger on it. Then it takes you to another app that you are not even interested in. Most people will uninstall the app from their mobile device immediately after this experience. Despite this, you should still keep track of the downloads anyway because it is a valuable app KPI to consider.
A lot of app companies place all their focus on the number of app downloads because they consider it a critical analytics metric. The truth is that this metric is merely a marketing function. When the download count increases, it signifies that your marketing team was successful at getting traffic to the download page. But is that enough?
2. Retaining Users
One app KPI that is very important for determining the success of an application is the user retention rate. This rate basically reflects the percentage of people that use the app once and then come back to use it again. You could have a lot of app downloads, but it won’t matter if the majority of users have uninstalled the app shortly after downloading it. Success is determined by how many users actually keep the app on their mobile device and consistently use it. If your app performs well and is designed with longevity in mind, then you will have a higher retention rate.
There is no better metric than the retention rate. Not only will you know the percentage of people going back to your app, you will also be able to develop a better marketing campaign for attracting more people. These are people who have either uninstalled the app after one try or those people who have never installed the app at all. You can create a marketing campaign which targets them effectively with the help of this metric.
3. Loading Time
Time is money for any enterprise. If there are app features which slow down the loading time, then people are more likely going to want to uninstall it. What’s worse is that they will probably download one of your competitor’s apps as a replacement for yours. For this reason, you must not annoy your users when it comes to loading time. Statistics show that animations, icons, or pictures that take over half a second to load are the reason for 68% of people uninstalling apps from their mobile device.
Therefore, find out how fast your app loads. If it loads too slow, figure out how to make the loading experience better. Technical professionals can assist you with this.
4. The Number and Length of Sessions
Two crucial app key performance indicators for app developers are the number of sessions and the length per session that users spend on your app. This will help you learn about the type of users that you have and the reason for them using the app. More importantly, you will understand the expectations and demands of your users.
5. Screens Duration
When you study this KPI, you will learn which features of your app are great and which need to be replaced. If there are any errors, problems, or bugs in the app, this metric will help you find out. You still study which pages or features of the app are being left more often or at faster rates. This will indicate a possible damaged feature that needs fixing. While observing this, you should record these sessions by using a tool like UXcam, Smartlook, or Inspectlet. These tools will make it easier to study your users’ behavior as they engage your app.
The LTV (Lifetime Value) of your users is an important KPI because it keeps a record of all the revenue generated on a per-user basis. Not only that, it tracks the estimated revenue per user in the future as well. For this reason, the LTV metric could possibly predict your app’s success.
7. New User Points of Disengagement
This analytics strategy serves as a wonderful metric. When a new user leaves your app at certain points, it will track these points and then work on ways to get the users back to them and finish what they started.
There have been many surveys and studies done to figure out why users leave prior to finishing their initial session. Below are reasons for this:
- Users leave if they’re forced to register or login to something quickly.
- Lots of interruptions on the screen or an abundance of steps to finish a certain task.
- An app that performs badly will make users want to leave.
App KPI Terminology
App monetization refers to the total average amount of revenue generated from each user, the total average amount of revenue generated per paying user, and the total average revenue generated each day per user. In other words, the amount of time that each user is actively engaging with your application.
User engagement is retention. It is when you calculate how long it takes for people to come back to your app after they viewed it for the first time.
Virality refers to the number of users that are brought to your app after a current user shares it through word-of-mouth, social media, referral programs, or other sources.
Record the LTV of your users. This is the total revenue that was generated from each user after they first started to engage your app.
Now you should clearly understand the importance of app key performance indicators. They are crucial for keeping track of users and developing the app marketing strategy for your mobile app. As a result of what you find out, you can orchestrate campaigns which target users so that they will re-engage with your app. When you are done, you can use emails and push notifications to engage these users again and get them to come back. User session recording tools and other qualitative analytical tools are great for understanding where users are leaving in the conversion funnel.
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