Posted by:Richard Smith March 17th, 2015

Your brand has a presence in the market that you want to capitalize upon by giving your users the power of mobility. You have a loyal customer base and are looking to expand it by launching a mobile app that people will love coming back to. While you have always succeeded in the brick-and-mortar avatar of your business, this is a whole new planet for you and you are worried if you will do it the right way. The last thing you want to do is to divert your customers away from your door to your mobile app and then have them leave you altogether for more enticing options in the mobile space.If this sounds like your story, you are at the right place. Read on…

Good requirements analysis and UI/UX design coupled with solid development and testing, must go into the making of any app. However, your app could need more than this. It might need analytics to be drawn out of what users are doing with your app on an ongoing basis. This would help you to be cognizant of evolving trends and customer expectations in your area of business and give you insights that you can act upon to stay competitive.If your app is the kind that

  • has ads/transactions that drive revenue
  • dynamically updates content
  • has a largely fluid and varied user base
  • a lot of user interactions

it is doubly important to monitor user behavior and trends on an ongoing basis and see what you can do to improve user retention and user engagement.There are several factors that can dilute or strengthen a user’s interest in your app. Embedding ‘tracker code’ in your app – that can provide data for analytics – is a small investment that can yield great returns. The key is to draw intelligent insights from app usage information and then take appropriate action. Here are a few examples:

  • If your app is being offered on multiple mobile platforms/devices, check out which ones account for majority of user activity. Try and see what can be done to improve the experience of your app on other platforms. Is there an issue with the app when it comes to certain screen sizes? Or could it be the native platform behavior interfering with the app’s functioning in some way?
  • Refine the UI and UX you provide to your customers. Create funnels of events and observe conversion rates. Observe points at which users drop off or stop returning to the app. Use this information to identify problem areas in your app and fix them
  • Use analytics tools to find specific user groups to send targeted push notifications to. If you’ve noticed a cohort that hasn’t logged in since 3 weeks, send them a howdy. Or if you can narrow down on people who couldn’t find a product they searched for, and send them a push notification when you have it back in stock
  • Track ‘hotspots’ of your app to find out the sections/buttons/widgets that are most used. This will help you draw out what users find most valuable in your app. It will also help gauge how your design is faring with respect to ensuring that the most important functions of the app are easily noticeable and accessible. Use this info for future enhancements. Also, for targeted ads in screens that see the most activity.
  • Mobility helps you track real-time variables such as geo-location, online/offline status of users and even speed and step counts! Use this information to co-relate user profiles with their outcomes of using the app. You might find interesting patterns with users of similar profiles. This will in turn help you fine-tune your app’s functionality to best suit all categories of your target audience.
  • There are a number of mobile analytics packages that would help you achieve all of the above and much more. For example, you can also record app crashes and find a step-by-step account of user actions that led to the crash. Some analytics SDK providers like Appsee also allow you to video record user sessions so you can re-live your customer’s experience!

Mobile app analytics is a field that has immense potential and if intelligently used, it could work wonders for your business. Do you have ideas that you would like to share on the topic? We’d love to hear them!

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