Developing mobile app for your brand, can be one of the most important steps. Mobile apps are generating opportunities 24/7 for their makers. The apps that have “stickiness” are the best ones. They provide fresh and exciting experience to the user. This will, in turn, improve the brand loyalty and affinity. “This is what makes an app ‘sticky’ — that ‘gotta have it’ experience you can’t get anywhere else.”
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The engagement metrics of mobile app, depends on the industry. The goals of each business are different and according to it, the customer engagement and usage differ. Let’s pay attention to some of the major KPIs which defines the success of your app.
1. App Usage
If people are so fond of features of your app, then definitely they will use it. It may be just to kill time, order their favorite dress or find the best home décor ideas. The successful apps give the clear cut solution to the queries of the user.
While assessing the usage rate of your app, it’s important to analyze the person who uses it and what they really like about your app. While you push to market a certain feature or offer to a user, it’s really important to know whether it is relevant to them. Understanding the demography, psychology, devices, usage timings can help you get the best out of the mobile app development business. The market study can favor brand building in a positive manner.
Cohort Analysis helps in assessing the engagement metrics. This can provide insight to the weaknesses of your app. Acquiring the customer and retaining them for future can help in determining engagement getting converted to monetization.
2. Rate of Retention
Your app might be high in demand today, but there are chances that the interest of the consumers can end swiftly. The retention rate of your app is something which needs to be taken care of. “Retention is one of the biggest challenges of mobile apps today, as 65% of people stop using them three months after install”.
App store rankings can adversely affect your business. The quality and usability of the app are determined by the retention rate it holds. So it’s a great challenge for the app developers to rise up to the mark and create a fantastic app for their users.
3. Active Users
Monthly Active Users (MAU) and Daily Active Users for apps (DAU) are considered to be the key users of your application. The best thing you can do is to analyze the cohort and understand their way of use. This will help you in developing or tweaking the existing app to engage more people and convert them to active users. In app categories like survey, DAU becomes a key factor for capturing data.
4. Average Revenue Per User
Revenue of an app depends on its price, in-app purchases or conversions. While determining the Average Revenue Per User (ARPU), it should be analyzed by keeping all the App stores through which the download apps.
5. App Launch and Load Time
Seamless navigation is one of the key elements to impress your users. No one has the time to spend on your app’s loading time. So it is better for the apps to be agile and abrupt in providing solutions.
6. User Experience
The experience of any user is important for the development of your app. Some of the users may find it hard at times to use certain features of it. Customer satisfaction cannot be taken for granted. So proper feedback need to be collected from your customer by prompting them with feedback icons. It helps in enhancing your business. It becomes more important, if you are building delivery apps or app for marketplace.
App Development is an important element in the brand building process. If you lose your brand, then you will soon lose your customers. For getting continuous return from the app developed for your brand, you need to make timely changes to it.