This article attempts to list out some of the key metrics that can help app entrepreneurs to evaluate and measure the performance of their application.
While mobile app entrepreneurs and their marketers aim to build stronger relationships with their customers, their all-time struggle is on how to keep back the users who have installed the app. In other words, it is about assuring the ‘user engagement’. To them, it is like rolling the dice. The more people they are successful to engage with their mobile application, the more is the chances to earn money. This is the reason the skills of apps developers even from the best of mobile application development companies in Australia is not enough for an app’s success. While researches on mobile app development in Melbourne, Sydney and other parts of the country have revealed that nearly a half of mobile app users repent using them later as the apps fail to provide them with the experience they had expected.
So, whatever the app is or its purpose, the key is to make the users engaged and stuck to the app with elements, features or some exciting ideas. But, how to know that an app is not engaging enough number of users. There are certain metrics to guess or measure that. Take a look.
#1 Active users
These do not count on all the users who have installed the app. Instead, it counts only those who are using the app on daily basis. Active users number in a month gives an idea of the user engagement level. If it is low, the app owner can try pushing strategies like push messages, daily/weekly promo offers and etc.
#2 Session interval
It measures the time between two consecutive sessions for a user. It means how much time they take to open and use an app again. Whether they open it every hour or just twice a day. The shorter the time gap between the two sessions, the better is the app’s engagement level.
#3 AUT (Average User Time)
This metric is important to measure because it explains for how much time a session lasts i.e. users stay on the app in each session. Obviously, the more time they stay, the more engagement level of the app.
#4 Stickiness
This is a more effective parameter than the active users, that is measured by dividing active users by monthly active users. So, basically, app’s stickiness will let appreneurs know the actual percentage of monthly users that turned up each day.
#5 App’s ranking in stores
Even though mobile app development in Australia has gone so far, it isn’t in the hands of mobile app developers to scale up the rankings of the app in the Google Play Store or App Store of Apple. However, the ranking is an important metric to measure the success rate of an app in terms of engagement as it depends on the number of downloads, ratings placed by users, etc.
#6 Churn rates
It gives the estimate of users who have stopped visiting the app or using it. Clearly, a metric for measuring the negative impact of the app, owners can immediately start working to improve the app’s features, UI elements, and put more offers to drive back the users again and reduce the churn rate.
#7 Lifetime Value
It aims to show the app owners the potential value the owner will be getting in terms of profit or loss achieved from an average user in the total time they spend as a customer of the business. Obviously, the greater is the value, the more is the level of user engagement.
Mobile app development costs are getting lower day-by-day due to the springing out of a huge number of cot-efficient app developers in Australia and all over the world. So, it isn’t a big deal for businesses anymore to invest in one. But, they parallelly need to work on strategies to improve user-engagement for assuring that their app turn to be a healthy app. A key step for that is to know well the metrics of user engagement and free tools, like that of Google Analytics can help them know that.
Alex Forsyth is one of the best app developers in Sydney who works for Envertis, a visionary company for Android and iPhone app development in Australia, who hold immense knowledge about apps development strategies and marketing concepts.