It has been estimated that around 80% of apps available in the App Store and Google Play are used just once and then discarded by the same user. However, the case with a popular and top-notch app is otherwise, where the same app can prove to be a game changer for any business by boosting their brand awareness and revenues. A number of businesses still depend on the in-app purchasing in order to acquire some nice conversions and eventual profit. But if none of the visitor is coming back to engage with your app, then it’s no use no matter how much creative and brilliant is the concept and functionality of your app. To cater the purpose, any top Android or iPhone app development company understands and put the below metrics in use to measure the success or failure of a mobile app.
- Acquisition Metrics
Might seem a very simple yet important question: where do users come from? It takes quite a research and effort to answer the question appropriately and strictly related to the nature of your business. While one of the best way to gauge this is by testing the most reliable channels many times during the marketing stage of the app. This method will display which channel showcases the most downloads and which channel brings along the most brand loyal users.
- Engagement Metrics
Another important question businesses need to answer is how the intended audience interacts with their app. Agreeably each firm and marketing professional have their own definition for the term ‘user’, but the most applicable description in the digital marketing sense is,“an individual is not considered a user unless he/she has opened your app at least five times and above”.
Few factors pertaining to several in-app actions such as time spent in exploring the app is one of the major indicators that explains the quality and density of user engagement. Figuring out how many users, and what average time they spend on your app gives you a precise idea on their satisfaction level and the chances for retention.
- Outcome Metrics
Devising conversion target is another solid way marketers use to monitor the success of an app. Companies needs to acknowledge critical facts such as learning how to acquire better conversions, and project high recruitment, visits and performance. Remember, any marketer getting successful in retaining visitors is bound to enjoy big revenues. On the other hand, an app is literally useless if it fails to register and stay head-to-head with these metrics. And analytics helps marketers in determining which app features are most used and which aren’t.
- Retention Metrics
To determine an app’s retention ability, you first need to calculate the retention rate, a measure of active users against the new ones. Consider the example of an app that calls for 100 downloads a month. In this case if you have been able to retain 70 customers for the same time period of 30 days, then your retention rate is evaluated as 70%.
The retention rate is more of a self-explanatory indicator that helps developers in understanding the engagement level of their app.Let’s not forget the fact that engagement in the ultimate factor that decides the success or failure of a mobile app in any industry. While a powerful and quick way to increase the retention rate is by gathering and responding to each customer feedback in a prompt manner.