The way in which people consume online media has dramatically changed over the past decade, which is why developing an App is one of the smartest moves any modern SMB can make. However, launching a great App isn’t the only key ingredient in the recipe for success. If you want to see sustained results and keep driving conversions through the App, it’s imperative that you learn to monitor the performance levels.
With automated technology and AI being able to record a wealth of data, knowing which metrics to track in a bid to know where you stand and make further improvements is the hardest task of all. Here are eight of the best.
#1. Number of Downloads
The number of downloads your App acquires is a clear indication of how the brand is performing and can be considered a key barometer of user engagement. If you are generating a lot of daily downloads, consumers are clearly responding well to the marketing strategies. Low download rates show that your marketing campaigns and/or App store optimization need attention.
It’s very likely that your App will be developed for various devices and operating systems, which is why it’ll need to appear on several marketplaces such as the Apple App Store and Google Play Store. As such, you need to track the number of downloads across all outlets. App Figures is a particularly effective tool for doing this. It can even email you daily notifications.
#2. Active Users
Downloads show that people are interested, but it counts for very little if they do not use the App. The Active Users metric can tell you how many users open the App on a daily/weekly/monthly basis. This information will provide clear insight as to whether the content of your App is engaging users – as well as the push notifications that you may be used to entice them.
A variety of tools can be integrated into the App to track data with real-time analytics that can be measured alongside past performances to see how the App is growing. Here at The App Match, we can integrate Facebook analytics into your App for even greater accuracy (as shown below) allowing you to see thing like in epic levels of detail.
#3. Average Usage Time
The length of time that a user spends on your App is another crucial metric that offers further insight into the success of your App. When users interact with your product for longer, they will take in more info and be more likely to purchase products and services. Naturally, then, if yours fails to keep users logged on or long periods, you’ll want to make changes.
Interestingly, there is a correlation between screen size and usage time, so it’s important to track the metric across all devices. Different Apps and analytical tools may measure usage time in contrasting timeframes. For example, the graph below shows a five-minute plus usage time in relation to a platform designed by the App Match. Measuring this metric before and after new additions is particularly important.
#4. Retention Rates
The acquisition of new users gives you a platform for success, but sustained results rely heavily on high retention rates. It’s often far easier to gain a returning user than a new one, which is why you should focus on this metric. Essentially, a user that regular returns to the App is more valuable than several users that use the App for one 30-second session never to return.
As well as encouraging increased engagement and conversions, this approach can reduce your overheads. There are several analytic tools available to separate traffic into new users and returning ones. While a large volume of new downloads is a major concern, your retention rates will be primarily focused on percentages. Getting lots of new users and retaining a large percentage will work wonders.
#5. App Ranking
Both the Apple App Store and Google Play Store marketplaces rank Apps by popularity. These can be broken into various categories, and are designed to help consumers find the best solutions in their fields of interest. Monitoring this metric through tools like Applyzer highlights popularity levels. Knowing that your App is performing well in its niche category is essential.
Search rankings aren’t collated by luck. Therefore, understanding the key features that appear on the various algorithms should be high on the agenda at all times. Over half of all downloads on both Android and iOS come from browsing the marketplace. Consequently, then, the ranking of the App on those platforms will influence all other factors.
#6. Number of Crashes
The UX of your App will have a telling impact on how users respond to it. As well as influencing the frequency and duration of usage, it’ll change their levels of trust and likelihood of conversion. Therefore, tracking the number of crashes encountered by users is vital. A high level can lead to a high percentage of App abandonment as well as a larger churn rate.
A lower number of crashes will show that your App performs as expected, and will give users another reason to love it. The App Match uses a number of analytical tools and built-in operational features to ensure that the figure remains low. Aside from keeping users happy, it will prevent the threat of losing sales due to technical issues.
#7. Support Time
Customer care is one of the most important ingredients in the recipe for success, not least because consumers have greater expectations than ever before. Above all else, they demand speedy solutions to their problems. Monitoring the Support Time metric is the only way to achieve this in a successful manner.
Zendesk and Helpscout include tools that can help you track the average length of time it takes agents to respond to customer issues. This can cover the interactions achieved directly through the App as well as via other platforms that are integrated with the App. When this metric is improved, you should find that additional items such as the Retention Rate metrics show similar results.
Your App’s entire function relies on the user reactions. Therefore, it’s imperative that you track what they have to say about your App (both the good and bad) across all platforms. Using a tool like Appfigures will allow you to monitor reviews across all marketplaces and even receive notifications when new reviews are gained.
Positive reviews will influence others to download your App while also boosting the optimization and search ranking on the Google Play Store and Apple App Store. Directly responding to the reviews whole also taking on the points offered by clients will support the development of new features and improvements too. Your App will become far more successful as a result.
Tracking the performance of your App is a key step on the journey to unlocking its full potential. While the above features aren’t a comprehensive list of metrics that can be measured, they are the ones that will establish the strongest foundations. Whether you have an existing App or you’re thinking about launching one soon, do not overlook those analytical features.