Top App Metrics that Measure Success of your Business App
Releasing or launching your app is just the starting and you have a long way to go to reach to the end process. With over 50,000 apps releasing at the app stores every month, you need to know where your app stands in the current scenario concerning its usability and success.
Research shows that nearly 22% of apps are downloaded and never used more than once. It is easy to impress users with the launch of your app, but their high expectations are often unmet during the app experience. The key lies in measuring the right metrics to track critical app engagement and altering your apps according to them.
Let us go through the important metrics that the developers and owners of a mobile app should focus on!
If you have an active app of your business, you need to keep a check on how engaged your users are with your app. You can track and monitor user engagement using analytics packages such as Google Analytics, Mixpanel, Kissmetrics, and others.
Number of Downloads
The number of downloads is the first signal of how your app is doing. It represents the number of times your app has been installed. By learning how your app is trending over time and how many times it is getting downloaded, you know if your marketing strategy is working well for your app. If your app is seeing no or lesser downloads, then you need to reconsider your marketing efforts or optimization of your app’s listing in the app store. Your app name and design matters to a great extent when it comes to persuading users to download the app.
Number of Active Users
The active users metric measures how many users are using the app regularly after downloading it. According to Google Analytics, a user is counted as an active user when he initiates a session and interacts with the app until 30 minutes. This metric data varies for different analytics tools. Active users are further segmented into daily active users and monthly active users. The data collected reflects the total number of users who stick with your app and use it daily.
Average Screen Views and Visit Time
The average screen views and average visit time determines how engaged your active users are with your app. Average screen views measure how many screens a user interacts with during a session and the average visit time is the average duration for which a user’s session lasts. The longer these metrics are, the more engaged your users are.
App retention is the measure of the number of users returning to your app after their first visit. This is an important metric to measure your app success as there are more opportunities for growth when users stick to your app. Research shows that on an average less than 25% users return to the app after they download it and the percentage keeps on decreasing after that. You need to measure your app retention rate over a daily, weekly and monthly period and make sure your app offers what the users need.
App churn is the percentage of users that stop using your app. It shows the measure of how many of your active users leave or stop using your app. Users may stop using your app if there are performance flaws, crashes, and bugs in your app. If more users are leaving soon after installing your app, you need to reconsider the onboarding process.
Your app rating reflects what other users think of your app. Users go through the average app rating before downloading an app and hence this metric encourages or discourages them from downloading your app. Users are more likely to download a four or five-stars rated app than a three, two or one star rated app. To improve your app rating, prompt your active users to evaluate the performance of your app in the app store.
App Store Reviews
The next thing after the app rating that a user goes through in the app store before downloading an app are the app reviews, and hence they matter a lot. These are the reviews, experiences, and feedback left by users that show up in the app store listings. The user review can positively or negatively impact your app ranking in the app store. You can use a review monitoring tool to keep a track on the reviews as they play a very critical role in the user’s app download process.
User Recordings and Touch Heatmaps
Both these metrics measure the interactions of a user with the app overall. While user records determine how the app makes the user feel and how enjoyable it is for the user, the touch heatmap, on the other hand, tracks the areas and features on a screen that the user spends the most time with. You can combine the results of touch heatmaps and user recordings to determine particular insights about your app usability.
Support Response Time
Support response time is the time taken by the company to respond to customer requests and feedback. It examines the quality of support provided and how satisfied the users are with them. Tools such as UserVoice, Intercom, HelpScout, etc. will help you in carrying out this metric calculation.
Attribution is tracking of the sources that lead users to your app. This parameter is useful to evaluate the success of the marketing campaigns run for the app. It shows which marketing campaign led the user to see the advertisement, click on the link, install the app or make an in-app purchase. This metric is beneficial to know which campaign gives you maximum return.
App abandonment is the rate of users who abandon the app even before using or signing up for the app. This metric points out the shortcomings in the onboarding process or sign up process of your app. Your standard analytical tool will help you in getting an idea of your abandonment rate to some extent by comparing the downloads, sessions, and users of your app.
App crashes metric is how often your app stops working while a user is using it. Tools such as HockeyApp, Instabug, and Crashlytics help you measure app crashes. You need to have a proactive testing team to catch bugs and errors before the launch of an app to avoid app crashes.
The success of an app lies in constantly keeping a track on its performance and making necessary changes as and when required. Do you need a Mobile App Developer for your next business app? Get in touch with Silver Touch Technologies, an expert Mobile App Development Company having expertise in serving the global clientele with innovative IT solutions for more than two decades.
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