Measuring the Success of a Mobile App Strategy Through Analytics

Deploying a mobile application should be a key component of every businesses mobile marketing strategy. However, measuring the success or failure of any mobile app strategy requires an understanding of the analytics and making decisions based on information collected through the mobile app. With mobile technology becoming increasingly sophisticated, mobile app owners now have access to a wealth of information that can give a valuable insight into their customers’ behavior and preferences. The focus of today’s blog is to highlight how you can measure the success of your mobile app strategy through mobile app analytics.

One of the primary statistics which are often analysed by mobile app creators or business owners centers on overall download numbers. Gathering overall download numbers from Google Play or the App Store gives many business owners reassurance that their mobile strategy is working. Indeed, many businesses judge the success of their mobile app purely on the number of mobile app downloads they have achieved.

While it is logical to assume that high download numbers result in a significant install base or audience to target via push notifications, it provides no information in terms of user engagement. We have read about many mobile apps in the press that have achieved large download numbers but yielded very little return for the app creator. The principal reason for this is a lack of engagement and content that results in the app user opening the app only once and being underwhelmed with the content contained. Almost every business can limit this by incorporating a loyalty program or set of features/content that rewards app users for re-visiting the app multiple times thus boosting the engagement and retention rate.

This is a crucial statistic that every mobile app developer or business owner should analyse closely on a regular basis. Average time in app shows savvy business owners how engaged mobile app users are and the length of time they are spending within the mobile app. The longer the average time in app the better, as it shows that mobile app users are interacting with content within the app. It also helps businesses understand if content needs to be adapted to the target audience to encourage mobile users to spend longer within the mobile app.

With average session times for iOS and Android apps less than 4 minutes, it is essential that mobile apps are content rich and easy to navigate in order to maximise the time that users spend within the mobile app.

While total download numbers and average time in app are great metrics to measure, the app feature usage is vital to understanding the success or failure of any mobile app strategy. The reason for this is app feature usage shows mobile app developers and business owners exactly how users are interacting with features contained within the app. For example, what are the most popular features within the app? Moreover, which features are receiving little or no engagement? The answers to these questions provide valuable insight into helping businesses shape the type of content they display within the mobile app.

As many businesses are vying with competitors to capture the attention of customers, having information that interprets audience behavior is key to constantly offering mobile app users relevant content for their needs.

Throughout this blog we have seen that analytics play a vital role in understanding and measuring the success of a mobile app strategy. From overall download numbers, average time in app and app feature usage, every business owner and mobile app developer aims to gather an insight into the behavior and preferences of their target audience.

Achieving a winning mobile app strategy requires an appreciation for the content contained with the mobile app as well as how engaged customers are with that content. Regularly reviewing the analytics available and creating content that is suitable for the intended audience goes a long way to ensuring the success of any mobile app.

To find out how Eazi-Apps can help your business develop a mobile app and formulate a winning mobile app strategy based on vital user analytics please contact us today.