Data is the lifeblood of business development – and how you differentiate the big wins from the mediocre campaigns and those that failed. With Mobile Apps being different than web interaction, here is a checklist of the Mobile App
Metrics that matter the most-
It’s not about daily users – it’s the regular active Users who create value. What makes Users valuable to your business ? How do you determine who they are?
% of Users – How active Users experience the App
There’s no broad benchmark for this one: the right time depends on how long it takes your Users to convert, buying or registering for an event. Once you pinpoint the optimal session length, you can identify where in theApp experience Users typically abandon without converting.
How much time do Users spend in your App on average daily? Weekly?Monitor trends over time, because the right amount of time varies according to industry.
Tracking User acquisition enables you to see which campaigns and channels (ie: organic search, paid campaigns, referrals, etc.) – result in the greatest number of valuable Users long term.
This is particularly important when you’re running campaigns with paid partners like Facebook
See where Users are when they exit, and the paths they typically take to get to conversion.Tracking User flow through the App lets you discover which paths are favored by Users – and streamline them even more.
PRO TIP:When you’re optimizing the App experience, start at the screen where most Users abandon prior to conversion. Resolve what’s confusing there.
Who cares how many Users you get if they don’t stick around? Split retention rate based on device, segment and campaign, or custom dimensions like purchase frequency so you can target your marketing. Track retention over time to identify trends. Strong long-term retention rates indicate your User base is highly engaged, so you’ll likely see better life time value and revenue.
Note : Only 36% of Users still use an App one month after downloading
When you know how much revenue and profit you can expect to receive from a User, you can calculate how much you can spend to acquire new ones (the Cost of Acquisition). LTV is best used as a targeted metric. And compare the LTV of Users from different sources.
PRO TIP : Customer satisfaction is known to increase LTV. Use feedback to gauge how Users view the App.