Nearly 25% of apps downloaded are never used more than once. Creating an engaging user experience is becoming more important as brands develop their mobile offerings and hope to meet user expectations. You invest all your money and time to build a successful mobile app, but only that is not sufficient for the app to become successful in real life. But how can you measure the success of mobile app? You have to analyze its performance with some metrics. Let us see which are those metrics. You can work around your app data and make it positive towards your app performance.
The number of app downloads shows the number of users that installed your app on their mobile devices. But only this cannot decide the count. Some users might have uninstalled app and reinstalled again. So, you should consider the time interval they have re-installed the app and consider it as a count. If there are not many downloads of your app, you need to work on your app in terms of marketing promotions.
Know the tips to increase app downloads at- What you should do to get more downloads to your app(app store optimization tips)?
Active users are different from users who download your app. Users may download app but not use it regularly. In this case, this active app user metric helps you analyse how many users are frequently visiting your pages and simplify details by calculating session activity and 30 minutes of inactivity also. With this, you can get the details of users of your app and take necessary actions to improve the number of users and retain existing users.
Session length is measured as the timespan between app open and close, or when the app times out after 15 seconds. This indicates the that how much time your users are spending in app per individual session. Tracking of user session length is critical to unlock revenue potential in your app flows, or the different in-app scenarios that users encounter. If you’ve got mCommerce app, how long does your checkout flow take? If average session length is five minutes and your checkout flow takes six, you need to either encounter users to stay in the app longer time.
It measures how frequently a user returns to your mobile app. This parameter defines how engaged your users are. If the interval between two consecutive visits is short, the level of engagement will be higher. Best trick to improve app session interval metric is to make your mobile app a part of user’s daily routine. Ensure that your mobile app is made well for disruption that would happen in between and so when user logs back, they do not need to start from the scratch.
App retention is a measure of how many users return to your mobile app after the first visit and churn, that is the number of people who do not. Hence now the question is- which one should you focus on improving? Well, both because we said improvement. Hence increase your retention rate while cutting down on your churn and how to to this? Make your app more interactive, engage users, work on layout, get them to participate in contents etc.
It represents the number of users who download and install app from certain location, through organic search, paid campaigns or in-app referrals. This metric helps to track campaigns like promote app downloads. Acquisitions reports about how much money you’re spending to acquire these users, their app downloads and what they’re doing when they use your app. Running paid campaigns comes down to ROI, and not just in terms of downloads per campaign – metric which might show success, but only paired with long-term metrics. You can analyze ongoing value of acquired users against organic users, or know which users from certain campaigns have higher LTV.
Event tracking like observing screen views or sessions that users enable while on your app. You get most visited pages by the user and flow of their activities. For instance, you can analyse whether the user is purchasing, sharing any page to friend or looking to some other aspect in the app.
App should ask for leaving a user review with comments to provide feedback. Feedback comments help you act immediately and solve problems with your app. Your users should know that you value their feedback and work on it accordingly.
Users will rate your app according to their experience towards using it. It helps to quickly measure how many users actually like your app and how many not. Nearly 79% of app success depends on user rating.
Heatmaps record the section that are mostly visited by the users. It helps you to understand whether that section is design, content or which one attracts a user to stop at that place. User recordings monitors the type of interaction the users have with the mobile app. Both these, together will show how people are interacting with mobile app and where if there is need to change any. Analysing heatmaps is important step in measuring the app success.
You can update app with contact forms, surveys or feedback forms and allow users to perform any of the activity and get feedback.
It involves measuring the user churn at each step. Mainly it focuses more on the operational parts of mobile app. It involves measurement at levels, funnel tracking helps the team to understand which levels causing the users return activity. This could be at some conversion points or on some pages. If you got the exact point where the users drop off usually, you can make changes and increase your retention score in general. User retention is another important point to measure mobile app success.
It is not only the cost that you invested in your app development but great efforts and continuous monitoring of mobile app metrics will help you to build a successful mobile app or measure the app success. Measuring and optimizing for right engagement metrics is the key to attain and keep users engaged.