Mobile App Metrics That Keep Your App From Churning Like 90% Do

February 8, 2016 Chelsi Linderman

people on a beach playing tug of war

Sometimes it seems the mobile app world is like a game of tug-of-war.

On one end of the rope, you have a group of consumers increasingly hungry for mobile experience—just look at the data from mobile analytics firm, Flurry’s, 2015 report that shows mobile app use grew by 58% last year.

And on the other end of the rope, you have the exact same group of consumers who tend to abandon apps almost as quickly as they download them, with some industry experts estimating that the average app loses 77% of its daily app users (DAU) within the first three days of a launch, and 90% of its DAUs within 30 days of initial install.

It can be an exhausting game.

How do you get consumers to lay down the rope and pick up—and keep using—your app?

More and more app marketers are turning to accurate, actionable mobile app analytics to gauge the value their app offers consumers over its lifetime in order to maximize the app’s revenue-generating potential.

But how do you decide which metrics to measure? What insights are crucial to your mobile app strategy and how do you leverage them to provide a superior app experience?

Chatty Analytics vs Business Goal-Oriented Analytics

Identifying the mobile app analytics you should be measuring begins, according to Matt Coers, Senior VP of Professional Services at Numeric Analytics, by determining which mobile app analytics can be mapped to your specific business goals.

Given a little creativity and a talented web analyst, there is no end to the metrics you can measure across all your digital channels and devices. But just because youcan track something doesn’t mean you should.

“Chatty” analytics steal your team’s attention and capacity because they take time to measure and report on.

Identifying business goal-oriented analytics moves your organization towards data-driven maturity.

Consider these four steps to identifying, developing and validating your business and mobile app objectives:

Business Goal-oriented Analytics Chart

After determining which metrics map to your unique business goals, you then must map those specific metrics to your app’s customer lifecycle. Knowing which business goal-oriented metrics you want to capture at each point in your app user’s journey let’s you refine your mobile analytics strategy so you can focus on the metrics that matter the most to you.

The App Customer LifeCycle

There are 5 general steps a consumer can make during their user journey with your mobile app.

Identifying the lifecycle of your app, creating a strategy for each step of the journey and determining what metrics to track at each step to gain actionable insight into ways to keep your users engaged is critical to your app’s success.

App Customer Lifecycle

  1. Acquisition – How does a prospect first hear about your app? What makes them download it and open it on their device?
  2. Engagement – How are users interacting with your app? At which points do they convert easily? At which points do they get irritated and leave?
  3. Retention – Why are some of your users continually engaged with your app and others simply quickly uninstall it? How “sticky” is your app?
  4. Monetization/Conversion – What types of campaigns work well in your app? For instance, do personalized recommendations have a higher conversion rate than offering discounts on a subsequent purchase?
  5. Advocacy – A significant portion of new app users come from word-of-mouth referrals, how can you tell if your app is becoming a “habit” current users will recommend? Where are the watering holes where people might be discussing your app?

Bringing it All Together

Once you understand your app’s user lifecycle, you are ready to map your strategically selected metrics to each phase, so that you have an actionable plan in place to capture and evaluate the data relevant to your business objectives.

Data Quality Metrics with User Experience Metrics graphic

Implementation and Data Quality

Ensuring that you are collecting the right data to reflect your business metric is all for naught if the data that you are collecting isn’t accurate.

And even if your initial app analytics implementation is flawless, like web tags, mobile tags are also bound to break, leading to data quality problems.

You know that data-driven decision management can give you a competitive edge, at least as much as 4% higher productivity rates and 6% higher profits according to a study from the MIT Center for Digital Business.

What does it do to your strategy if the data you’re deriving your decisions from is bad?

Data Quality Assurance technologies provide peace of mind against such possibility. These solutions monitor, test and validate the integration of your mobile apps analytics solutions to ensure you are collecting accurate data to guide the decisions critical to your app’s success.

A Deeper Dive

To learn more about which user-actions you can measure at each stage of your App’s lifecycle, and how to map your analytics strategy accordingly, you can listen to this on-demand webinar:

Mobile App Metrics–Are You Measuring What Matters?

Discover what metrics you should consider measuring from the Acquisition stage of your app’s use to the Advocacy phase, and everything in between, from mobile app analytics experts Matthew Coers of Numeric Analytics and Sun Sneed, AppAssuranceTM product owner at ObservePoint.

Feature Image Credit: Robert Clemens

 

About the Author

Chelsi Linderman

For more than a decade, Chelsi Linderman has helped companies shape their stories, creating content for organizations such as VersaTables, America First Credit Union, InsideSales.com and more. Her past professional experience also includes administrative and faculty positions for Utah State University and Dixie State University, where she taught composition and literature courses and directed various writing programs. Now, as the Senior Content Strategist at ObservePoint, Chelsi guides the end-to-end creation, distribution and governance of content designed to educate and delight the MarTech and web analytics communities. If you catch her in the office when she’s not typing, she will show you her double-jointed elbow tricks.

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