Building a mobile app is a long journey. Launching it and having people actually using it is an even longer path. What can you do to be sure your app will be successful? Let’s have a look at some mobile app performance metrics you should focus your attention on.
Once your product goes live, you might think that the tougher part is behind you and that your app is destined to success, because “the idea is so good that everybody will love it!”. Instead, this is the moment for you to face a bigger challenge: building your mobile app success.
In order to do that, you need a strategy. You’ll have to choose and monitor a few key mobile app performance metrics, to understand what works and what doesn’t work in your product. You’ll have to collect a lot of data and use them to improve your app, make it more suitable for your users and ultimately make it grow.
There are a lot of possible parameters to focus your attention to in order to analyse your app growth, and their relevance is often depending on the specific industry/marketplace the product belongs to. In this post, however, we chose to focus on and analyze a few indicators which every mobile app publisher should be monitoring.
This is going to be a little journey among some of the most important mobile app performance metrics, or KPI (Key Performance Indicators).
What is a Performance Metric?
Whatever is the service/product you’re providing, you need to make sure your customers have a positive valuable experience while interacting with your business.
A Performance Metric is a parameter that enables you to understand if your users are having a good experience with your product, if they are happy to use it and willing to use it again in the future.
Analysing mobile app performance metrics is vital to understand if there is something that needs to be changed in order to improve the performance of your product/service in front of your customers. Keep in mind that the better the performance is, the higher is the chance for your business to succeed on a long term basis.
Mobile App Performance Metrics
These are Performance Metrics specific for Mobile Applications.
Number of downloads: of course, this is a relevant parameter to start with, but not the most important one. The number of downloads certainly helps us to understand if people like our product and if we can count on a good network of initial supporters, but it doesn’t tell us if customers are going to use our app in the future or if they will enjoy using it. In other words, the number of downloads is not crucial to evaluate users’ engagement and LTV (Life Time Value), which are the core of Mobile businesses success.
Number of active users: this metric is more way more useful than the previous. You need to monitor this number very carefully and make sure it constantly increases over time. In order to achieve that, you need to learn as much as you can about your customers, their demographical details, their needs and preferences. That way you can refine and empower you targeting strategies and boost your users acquisition process.
Number of times the user opens the app during the first week: this is a very important one! The sooner the customer accesses the app after he downloads it, the better is the chance he is going to use it again. This chance obviously grows with the number of times the user goes back into the app during the first week after the download. If this number is high, this is a proof the customer feels comfortable browsing the app and finds it useful for his needs.
Time spent within the app: so let’s say the customer did use your app several times during the first week…Great! But not enough. Your job is not done yet! For all of the times he opened the app in the first days, you also need to consider how much time he actually spent surfing the app. The value of this variable grows together with the pleasantness of the browsing experience and with the app capability to fulfill the needs of its users. It’s easy to understand, then, why it’s so important to analyse this metric.
Loading-time/response time: we are all familiar with the sense of frustration which hits us when the launch of an application on our mobile takes longer than 2-3 seconds, or when moving from a page to another is a very slow process. In that cases, we’re likely tempted to abandon the app and don’t use it again. This is why monitoring the loading time and the response time (to users’ actions) of our application and making sure that both stay under a certain time threshold (2-3 seconds) is crucial for the success of our product.
Of course, for m-commerce and retail apps, the number of purchases is a very important metric: this metric reveals if the purchase journey through the app is an easy and successful one.
The list of Mobile App Performance Metrics is obviously longer than this and, as previously stated, it changes from an industry to another. But the most important message we’d like you to take after this reading is this: be sure to closely follow the performance of your app in front of your users. Choose a few indicators of this performance, the most relevant for your marketplace, and monitor them on a daily basis.
How can you be sure you’re using the right performance metrics? Keep in mind that your app’s performance depends on the users experience with your product. So commit yourself to deeply understand your customers and their behaviours, in order to better target them and build a successful product.