This is part two of a three part post about mobile analytics and how you can interact with you customer more effectively with the use of mobile analytics.
Without measuring and analysing how users interact with apps, there is no way to validate business decisions, help improve apps or validate the ROI being driven by the app. Careful analysis will allow you to understand the returns, as well as how to optimise the app for increased conversions, retentions and improving the user experience.
Analysing relevant data and drawing valuable conclusions from it may be challenging. Basic key metrics for mobile app usage, which are always important to understand, include download and uninstall info, operating systems used, session lengths and details of drop off behaviours.
Further to this, more detailed user behaviour information can be accessed using sophisticated data collection solutions. Most useful to properly assessing an apps’ performance, is to focus on user retention. Initial interactions with the app and how the user is responding, are crucial to understand and influence improvements.
Just as people will judge a book by its cover, they will judge an app by their first interaction with it. An app has one chance to retain the user. Just 22% of people who download apps use them more than once, according to data from Localytics. The faster you extract learnings, the better the chances are of the app becoming an integral tool for many users. Analysing quit ratios or drop offs, as well as new and returning visitors, will also provide valuable insights into adoption and retention rates.
Conversion rates, tracking of certain events and, where applicable, in-app purchases, all provide important information on how the app is delivering returns and can be used to optimise the app to measure ROI. Leveraging this data to take advantage of marketing opportunities also needs to be addressed, particularly for consumer facing apps. Mobile provides such a unique opportunity to interact with a consumer, analytics need to be used to capitalise on every opportunity.
Moreover, user experience and user engagement overall, need to be closely monitored in order to address changes in user requirements. Significant investment in developing the most widely used apps on the market, has meant that user expectations of apps are high. This makes the job of developing and maintaining quality apps, that much more complicated and without analytics, impossible.
Companies can start with platforms such as RadiumOne, Google Analytics, App Annie or Flurry that provide free insight (in return for utilising said data for ad campaigns) into user behaviour. Depending on requirements for more in-depth analysis or privacy, there are analytics solutions from firms such as Localytics, distimo and others.