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GLEANTAP MobileApp AnalyticsandYou: 3KeystoSuccess
The “BigData” trendisnothingnewtoanyonewhohasworkedinthe techindustryoverthelasttenyears.Havingheardaboutsomething, however,iscompletelydifferentthanunderstandingit.Companiesare nowcapturingmobileappanalyticsateveryturnandkeepinga runningtallyofeverythingfromappdownloadstohowmanytimes someonesneezeswhileusingtheirapp (notreally,butit’snotthatfar off). However,allthatdatameansnothingtoyourcompanyunlessyou knowhowtoanalyzeit.Inthisarticle,wearegoingtoreview3mobile appanalyticsandhowtousethemforyourapp’soverallsuccess.
APPDOWNLOADS Beforewegetintoourlist,Iwantedtosaysomethingreallyquicklyaboutappdownloads.People whowanttoadvertisetheirmobileappanalyticsalmostneverlookpastthemostobviousone,app downloads.Inreality,theappdownloadmetricisnotashelpfulofametricasyoumightexpect. Consideringthefactthatmorethan20% ofappsthataredownloadedareonlyusedonce,app downloadsasastandalonemetricisnothelpful.Inorderforyourmobileappanalyticstobetruly valuableyouneedtolookatthingslikefirst-timeuserdrop-offpoints,usersessions,andmorethat wewilllookatnext. Aswegothroughthislist,themostimportantwordtorememberisactionable.Bethinking, “Are theseanalyticsactuallysomethingIcantakeanduseforaspecificactiontoimprovemyapp?” Do thatandyouwillbemuchmoresuccessful. Now,let’sgetintothelist.
(1) ACTIVEUSERS Likeappdownloads,dailyactiveusers (DAU) hasbeenoneofthemostwronglyusedmobileapp analytics.Inreality,DAUasametricdoesn’thaveanyactionablemeaningtoyourcompany.The reasonforthisstemsmainlyfromtwoproblemsthatDAUhas: Ifyourdailyactiveusersnumbersstartfalling,youhavenoideawhy.It’snotactionableandcan beafalsewarningsign. Thereisnoindustryconsistency.WhencompaniestalkabouttheirDAUmetric,thereisnoreal waytofullyunderstandwhatthatnumbermeansbecauseeveryonecalculatesitdifferently. Somecompaniesmightcountdailyactiveusersascustomerswhoopenspendmorethan5 minutesintheirapp.Otherswillcountauserforsimplyopeningtheapp.Somecompaniesmayonly needtheirusertoopenanadjacentapptocountasaDAU.Asyoucansee,withsomuch manipulationhappening,thereisnowayyoucanrelyonthismetricforcreatinganactionableplan.
TURNINGYOURDAUSINTOADUS Now,whiledailyactiveusersarenotareliablestatistic,averagedailyusers (ADUs) eliminatesomeof theproblemsfoundwithDAUs.Whenyouaverageouthowmanyusersareworkingwithyourapp onadailybasis,youwillhaveamorerealisticideaofhowmanyregularusersyouhave. It’snotaboutyourdailyusers,it’saboutregularuserswhocreatevalueandareactiveonyourapp. Thesearetheusersyouwanttofocuson.Now,youmaybeaskinghowunderstandingADUscanbe anactionablemetricforyourbusiness,butthehonesttruthisthattheyaren’tactionableinandof themselves. ADUsarebetterthanDAUs,butnoneofthesemobileappanalyticsandmetricsexistinavacuum.In ordertotakeyouranalysisfromgoodtogreat,youneedtohaveyourmetricsworkingtogetherto fullyunderstandyourusers.Apowerfulwaytothatisbymeasuringsomethingcalledsessions.
(2) SESSIONS Sessionsarehowlongsomeoneisinyourapp,activelyusingit,fromopentoclose.Justlike withdailyactiveusers,therearenosetbenchmarksonhowlongasessionshouldbeforittobe valuablebecauseitisgoingtovarydependingonthepurposeoftheapp.While90seconds maybemorethanenoughforsomeonetochecktheirbankaccount,that’snotenoughtimeto listentoanentiresongorfindaconcertticket. Onceyouhaveagoodunderstandingoftheoptimalsessiontimeforyourapp,thenyouwillbe abletostarttrackingmoreactionablemetricslikewhenusers (especiallyfirsttimers) are droppingoff.Somethingelsethatmightvarybyindustry,butthatisstillimportanttotrack,is howmanysessionsittakesforausertoconvert.Ifyouareexpectingconversiononthefirst sessionandyouraverageisclosertothree,itmightbetimetodosomedigging.
First-timeuserdrop-offpoints Likewementionedatthebeginning,downloadinganappisonlyhalfthebattle.Actually onboardingauserandguidingthemtoaconversioniswhattakestimeandacalculatedapproach tofullyperfect. Beforewetalkaboutwaystoreducethisnumber,let’sfirstreviewafewreasonswhyyourfirst-time usersmightbeabandoningtheapp. Triedtoforcetheusertoregisterorlogintoosoonintheprocess. Toomanystepstocompleteataskortoomanyon-screendistractions. Theperformanceoftheappwassubpar. However,don’tbeafraidoflosingthesefirsttimeusers.Theadvantagethatappshaveover websitesisyouknowexactlywhoislookingatyourappandhavetheabilitytobringthembackso thatyoudon’tlosethatuser. Trackingyourdrop-offsisimportant,butitisonlythefirststep.Onceyouseeatrend,youwillneed tohaveaspecificandtargetedapproachtoreengagingthatusersothatyoucantryagainto achievetheconversion (unfortunatelywedon’thavetimetocoverthatinthisarticle).
EVENTTRACKING Similartotrackingdrop-offs,eventtrackingisamobileappanalyticstoolthatwillhelpyourappto continuouslybeimprovedbyseeingwhichfeaturesyourusersareenjoyingandwhichonesthey areignoring.Ifyouareunfamiliarwiththeterm “eventinrelationtomobileapps,aneventis basicallyanytimeauserhasaninteractionwithapartofyourapp. Averycommoneventthatmanyarefamiliarwithiswhenapop-uphappenswithintheappthatsays somethinglike “Enjoyingtheapp?Rateyourexperienceintheappstore!” Whilethiscanoftenbe annoying,ifeven10% oftheusersonthatappleaveareview,itwillbeworthit. Makesurethatyourdevelopmentteamistrackingeacheventwithineachfeatureofyourappso thatwhenitcomestimeforthenextupdate,youwillbeabletolookatwhicheventsareconverting andwhicheventsarebeingignored.Leavetheignoredeventsonthecuttingroomfloorandmove oninthedirectionthatyourusersaretellingyoutogo.
TOTALUSERTIMEINAPP Understandingnotonlyhowlongeachusersessionis,buttheirtotaltimewithinyourappisan importantmetrictokeepaneyeon.Again,thismobileappanalyticcanhavetheappearanceof goodresultsbutmightactuallybetellingyouwheretoimproveperformance. Forexample,ifsomeonespendsafewhoursinyourappinthesameday,butyouknowthatyour optimalsessiontimeissomewherearoundfiveminutes,itmaybethattheappisrunningslowor creatingproblemsthattakemoretimethantheyshould. Thisisanotherreasonwhytrackingeverystepoftheuserexperienceissoimportant,becausethe lastthingyouwantisametricthatyoudon’tunderstandorcan’texplain.Evenifthingsaren’t workingwell,knowingthereisaproblemandwhereitiswillbeexponentiallymorevaluabletoyou thanhavingaproblemyoucan’tfindthesourceof.
(3) FUNNELS Nowthatyouhaveabetterunderstandingofwhoyouractiveusersare,howlong theyarespendinginyourapp,andwhicheventstheyareinteractingwith,nowit’s timetoaddsomefunnelsandstartconvertingtheseusers.Funnelsareessentially splitsintheroad,whereusersarepromptedtomakeadecisiononiftheyaregoing togofurtherorstaywheretheyare. Wealreadytalkedaboutfirst-timedrop-offrates,sometimescalledtheonboarding funnel.Inthisfunnel,usershavemadethedecisiontodownloadyourappbut haven’tsigneduporfullycompletedtheonboardingprocess.However,let’stalk abouttwootherimportantfunnelsyouneedtounderstand:thein-apppurchase funnelandthecampaignfunnel.
THEIN-APPPURCHASEFUNNEL Manymobileappshavesomeformofin-apppurchaseormicro-transactionsthatcanoccurinordertoaccess premiumcontent,placeanorder,orevenaddanotherlifeinagame.Usually,whatevertheymightbe,thesemicro- transactionscanbeagreatwaytomakeyourappprofitable,sotheyneedtobemeasured. Asanexample,let’suseagamingappasanexampleandlayoutthestepsofthein-apppurchasefunnel. Click “addmorelives.” Selectamountofliveswithcorrespondingdollaramounts. Addpaymentinformation. Completepurchase. Inafunnellikethis,youaregoingtowanttotrackeverystepoftheprocesssothatyouknowwheretoimprove. Forinstance,ifyouseeamajordrop-offinusersafterthestep3whereweaskforpayment,youmightwantto rethinkthings.Afewideasherecouldbe: 1. 2. 3. 4. Storetheirpaymentinformationinyourapptomakepaymentseasier. Allowuserstomakein-apppurchaseswiththeirAppleorGoogleplayaccountstogetridofthisstep altogether. Displayasecuritywarningorbadgetoinstillconfidenceinyourusers. Whatyouchoosetodoasasolutioniscompletelyuptoyou.Themostimportantthingismeasuringyour performanceandcomparingitwithpastresultstomakesureyouaremovingforward.
THECAMPAIGNFUNNEL Whilethein-apppurchasefunnelisgoingtobasicallyalwaysbethere,campaignfunnelsare designedforlimited-runcampaignstargetingspecificgoals.Forinstance,ifyourcompanyisstarting anewemailmarketingcampaignandyouaretryingtoboostsupportforyournewsletter,youcan haveapageonyourappwhereyoucanaskforsignups. Asanexample,hereisthelistofstepsinsuchacampaignfunnel: Click “ContactUs” button Selecttypeofinformationyouwanttoreceive. Enteremailaddress. Completeform. 1. 2. 3. 4. Inthisfunnel,sameasbefore,youcananalyzewhichstephasthemostdrop-offsandtrydifferent methodstoimproveperformance.However,keepinmindthesecampaignfunnelswilltypically haveaquickerturnaroundandworkwithinasmallertime-scale,sobereadytomakechangesas theycome.
PUTITALLTOGETHER Aswehavediscussedthroughout,thebestwaytoensurethatyouaretakingfull advantageofyourmobileappanalyticsisbycombiningthemallintotheirown metricswhichcanbemeasuredandtrackedbasedoncertainbehaviors. Everyappandcompanywillhavedifferentgoals,butnowthatyouhaveabetter understandingofthebasicsofeachanalysisanditspurpose,youwillbeableto createyourownmetricsforsuccess.
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