As of March 2017, Android users were able to choose between 2.8 million apps and Apple's App Store was the second-largest app store with 2.2 million apps available. With these millions of apps on the market today the competition to get your app in front of those who would be willing to download and use it is increasingly fierce. Therefore you need to know what your users want and need. When used correctly app analytics can shed some light on your users in-app world.
So what are app analytics?
App analytics provides user engagement metrics, including the number of sessions, active devices, and retention to name a few. With these metrics, you can evaluate the impact of any changes to your product marketing campaigns, to see which changes improve engagement with your app.
You have spent the time and money on building your app and with app analytics, you can assess what is working and what is not! Therefore, it is important. Here are 5 tips on how to improve your app marketing!
1. Think Analytics Before You Publish Your App
Don’t wait until you have published your app on the app store before you start thinking about app analytics. The average loss of app daily active users (DAUs) is 90% within the first 30 days. Without app analytics, you won’t know why your users have stopped using your app. Analyzing when testing your app in the Alpha and Beta phases will provide you with valuable feedback that will enable to make updates and improve your first version.
A data-driven beta period will result in a better product at app launch, which is so critical for your app success keeping the above statistics in mind.
2. More Data Is Not Always Better
You can get too excited with app analytics and want to measure everything. By measuring everything you can get overwhelmed with all the data as well bloat your app. According to Segment, app downloads go down by 0.45% for every 1 MB your app size increases.
Look at your marketing or branding goals and figure out what metrics are relevant and measure them. The metrics that you measure can change as your app or goals change, therefore, it is important to re-evaluate regularly.
3. No Data Is Better Than Bad Data
Not all data is worth measuring! If you base your decision on incorrect metrics your app is likely to fail. Your decisions on new app features and marketing budget spend on ads for user acquisition should be driven by the app analytics that you pick to measure. Let's say you measure in-app purchases by the number of times the ‘Purchase’ button is clicked, however, the user might accidentally enter their incorrect details. Therefore the payment doesn't go through after the user has clicked and they have to begin the purchase all over again, giving you incorrect data. Instead of looking at the app analytics you find it is best to measure when you send a receipt.
4. Learn From Your Competitors
Like a lot of things in marketing the actions that you will take based on your app analytics will be trial and error, building features in the app and testing to see whether they are a hit with your users or not. This involves many experiments that can often get out of hand and overwhelm you, but you don't have to do all the experiments yourself. Don’t try to reinvent the wheel… Check out the competition and learn from their successes and failures.
For example, you have an idea for a new feature that some of your competitors also have and you are trying to determine if it’s worth building. Look at the top 5 apps that have this feature compared to 5 top apps that are a competitor but don’t offer this feature and see how the feature impacts their downloads. Using an app analytics tool like Google Analytics for mobile can provide this data and help you plan out your app features.
5. Combine Findings With Data From Other Sources
Get a fuller picture by combining data from other sources. App analytics is not the only source of data for your mobile app. Other data can come from landing pages, website and even your social media profiles. By combining all this data together you can get a bigger preview of how your app is performing.
Your website and landing page can shed light 🔦 on which marketing strategies are converting users and which are not. Social media platforms like facebook and twitter are usually one of the first port of calls for users complaining. This can be seen as a negative but don’t be deceived. Social media can be a great way to get honest feedback about your app and also a place where you can reply to users and assure them you are looking into it for them.
As I have already mentioned you have spent the time and the money on building your app and therefore, it is important to have user insight. App analytics gives you this insight into what your users like and want. It would be silly to ignore this vital tool! Even in the production stage, it is important to be using app analytics in your testing stage to highlight any major problems or unpleasant user behavioural correlations. Don’t reinvent the wheel! Look at your competitors and see what is working for them and what isn't and learn from it.