In the past few years, the mobile app domain has witnessed a great influx of mobile apps counteracting the demand of Smartphone users around the world. If we look at the stats of mobile apps that were available for downloading on the respective app stores this year were: Android users had over 2.8 billion apps to choose from whereas Apple users had 2.2 billion apps on their Apple Store. With such aggressive competition out in the mobile app market, it becomes imperative for mobile app developers and Appreneurs to focus on both the pre-deployment as well as post-deployment aspects of their mobile application. If you are an entrepreneur who has just launched his very first application in the market needs to know that launching the application was just a milestone on the road to success you need to now pay attention to the next very important milestone that is “measuring your mobile app success”.
We already talked about the current stats of mobile apps in the market and now if we look at the user perception of these apps then it is being reported that 86% of apps are used only once and are either deleted or uninstalled by the users. The reason behind such user behaviour is that users today have plethora options when it comes to mobile apps. If they find any particular app uninteresting they are not going to think twice before jumping onto another app who’s providing the same functionality but with more attractive UI/UX. Hence, after you have deployed your app in the throngs of apps it becomes mandatory for you to measure your mobile app success in order to know where you are lacking and where you need to improvise. When it comes to measuring an app success there are many aspects that needs to be considered where an app might have many KPIs (Key Performance Indicators) that needs to be tracked. And that being said, let’s look at different mobile app metrics that you must measure:
- Number of Downloads
Well, this might not seem like one of the standard metrics for measuring success but it’s still an essential app success metric and should be measured on regular basis. Your app might have been downloaded by thousands of users and might also have been uninstalled by hundreds of them. This can help you to comprehend whether the users are liking your app and whether you can rely on a steady initial audience base.
- Number of Active Users
One of the most important metrics would be to measure the average number of daily as well as monthly users that uses your application and primarily the regular active users that generate some sort of value. You need to monitor this metric very precisely and see that it increases with time. For this, you need to gather as much information as you can about your users, their demographic data, preferences, and requirements. By monitoring the drop and rise in this number you can improve your strategies relevant to user engagement.
- Session Length
Session length here means the time period a user actively uses your app in one session (i.e. from open to close). Here you can determine the maximum session length which could help you in identifying as to where your users are abandoning your app without converting.
- Time in App
Time in app is the time a particular user spends in your app or using your app over a definite time period – on a daily and weekly basis. Measuring this metric will help you identify the frequency of your app usage as well as the user engagement. Through this metric, you can get an overview of user usage patterns and trends.
App Acquisition here is the number of users who downloads your app through a specific source – the channels which you have used during your marketing campaign and measuring it would determine as to where the users are actually coming from. It won’t only determine the source of users but even the one that brings the highest quality of users.
- Screen Flow
Screen Flow here is the path that your user generally takes to navigate through your app. Measuring this metric will help you discover the paths that are preferred by your users where you can streamline that particular path further. Remember that when you are working on improving your app experiences always start with the screen where the user generally abandons your app. This way you would know what’s compelling them to stop using your application.
- Retention Rate
This is an important app metrics where you measure the number of users that revisit your app after visiting if for the first time. Tracking this would help you optimize your marketing strategies where you can measure retention based on device, campaign and even segment. Here it is advisable to measure retention over time so as to identify trends and based on that you can take further measures to keep up with the trends.
- LifeTime Value (LTV)
LTV indicates the revenue that gets generated from a user over the period of their app usage. Tracking this can help you evaluate the cost of acquisition (you can identify how much you need to spend on acquiring new users).
Hence, these were some performance metrics which you can use to track your app’s success. However, remember that these metrics vary according to different industries where one needs to focus on more on the metrics that are relevant to their marketplace and track them on a daily basis. And as your app’s performance is based on the user experience you need to invest more time into understanding your customers’ preferences and behaviors so as to have a lucrative mobile app development in Melbourne.
Jay Patel is a blogger, Wikipedia of latest programming trends, and owner of the Vrinsoft in the Melbourne Australia. He loves to share their knowledge on informative guest posting and social media sites related to various programming category.