Everything you need to know about mobile app analytics
In the world of mobile app marketing and sales, the most prized possession will always be consumer insight. Knowing how app users act and think when they first view your app on the marketplace through to their eventual purchase or download of your product can help app owners refine and tweak your pitch as often as you would like. Likewise, gaining more information regarding the way users engage with your mobile app can shed valuable insight on user experience and, consequently, the effectiveness or shortcomings of your UX design. With these ideas in mind, it should come as no surprise that mobile app analytics are fast becoming one of the hottest topics in the world of app marketing. With a reliable app analytics program, app developers and app analytics companies alike can glean a variety of pertinent and relevant details which could make the difference between massive sales and a failed app launch.
In order to help app owners and app marketers better understand how to get started with mobile app analytics, we’ve written this brief guide which includes some of the most popular strategies, tactics and ideas currently being deployed today in an app analytics. With this information, you should be able to quickly begin crafting a viable and effective mobile app analytics strategy that is guaranteed to improve your results over both the long and short term. Always keep in mind that a variety of app analytics programs are currently available on the market today, which thus provides you with a myriad of options when it comes to selecting the perfect tool to complement your app management workflow. The information presented here will also help you better understand which particular needs app owners and app marketers may currently have in the world of analytics and precisely how you should be moving forward with mobile app analytics in mind.
STRATEGY #1: WORK WITH TEST USERS
One of the most important advantages offered by mobile app analytics is the ability to observe the specific ‘course’ that a user takes through your app. If you think of your app like a novel or comic book, you can imagine ‘user flow’ as the specific order of the pages within your text that your users choose to read. For example, if your app acts a showroom for products, you can use analytics to explore the specific order of products viewed by the majority of users. This information will, in turn, allow you to prioritize space on your landing page in order to highlight items which are most likely to receive attention.
Of course, without a sample pool of mobile app users, it is all but impossible to understand how users travel through your application. Because of this, we strongly recommend that app marketers take the time to enlist the help of test users, individuals who are given little preconceived notions of what your app is or may be and are simply asked to explore it at their leisure. Using this ‘blank slate’ approach, you can gain a pure, honest reflection of the ways in which app users interact with your content, free from any external influence you may have either knowingly or unknowingly provided. This is likely the closest possible approximation to an anonymous app user that you will be able to obtain prior to your product launch. However, by carefully studying the course that test users take through your website, you will be able to notice any glaring faults, design issues or oversights which are detracting from general user experience.
STRATEGY #2: SELECT THE RIGHT METRIC PARAMETERS
What specific information are you planning on gaining from your app metric analysis? Do you have particular questions which you are hoping your data can shed light on? Although there is certainly nothing wrong with general data collection via mobile app analytics, this is certainly not the most efficient way to use this material, largely due to the immense volume and variety of data that can be collected at all times. Instead of wasting time wading through information you may or may not need over the long term, we strongly recommend that you begin your experience with mobile app analytics by declaring a single question which you are hoping your data can help answer. This could be something like “how many users are travelling to a FAQ or Help page on the app?”, or something related to usage in general, such as “how long are users staying on the app before quitting?”. Believe it or not, all of this information is available to you, as long as you know where to look with the help of the best mobile app analytics companies.
Take the time you need before you begin to collect data in order to ensure that you know what the end goal of your collection is. Only then you will be able to deploy this information in the most efficient and powerful way possible. Suffice to say, app teams which engage in pre-planning such as this enjoy considerably more positive results over time with regards to their relationship with mobile app analytics.
STRATEGY #3: EMBRACE REAL-TIME ANALYTICS
Evaluating mobile app analytics in real-time will give you a front row seat into user dynamics. More specifically, real-time analytics will allow you to quickly identify what is often referred to as a “bottleneck” or friction point, a particular element of your mobile app which either induces confusion or creates difficult for a bulk of your users. With the vast number of mobile apps available today – many of which offer variations on similar themes when it comes to service and/or features – it is in your best interest to ensure that users have as smooth and hassle-free an experience as possible. This is precisely where real-time analytics come in. Using this trove of information, you can quickly move beyond more static data and highlight moments in time where users may stumble during their progression through your app.
STRATEGY #4: KEEP YOUR DATA FRESH
Just because you collected a huge trove of data a few days or weeks ago doesn’t mean you can call it a day and rest on your laurels. In fact, mobile app analytics information should be collected and updated as often as possible. Given the extreme level of insight that this data provides, it is truly in your best interest to engage in regularly scheduled ‘data collections’ in order to ensure that you have the most timely and accurate depiction of your current app usage as possible.
As you can see, there is virtually no limit to the number of ways in which you can either collect or deploy mobile app analytics to your app marketing advantage. Whether this is your first encounter with mobile app analytics or one of several experiences you may have had, we strongly believe that there is new insight to be gained and information learned each time you dig into this trove of data.
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