Have you tracked daily active users of your app? Or some similar metric? That information can provide valuable insight into your app’s growth, but taking a deeper look at mobile analytics can give you actionable information about what your users really want — so you can provide that too. Here are the types of activities you can track through comprehensive mobile analytics, as well as some of the ways you can use the information to make your app better.
Time in the App
How long are your users staying in the app? Does that time match what you want? If they’re shorter than you anticipate, there could be some design flaw or missing functionality that leads users to abandon what they’re trying to do. And if users are active in the app longer than anticipated, they could either really love it or be struggling to complete a task.
By itself, this metric may not give enough information to make decisions, but it can be combined with others to show successes and areas for improvement.
Mobile Analytics Reveal User Path
What do users do first when they log in? Second? What path do they travel? This information can show you the most popular tasks and the method users go through to find what they need. You can use it to make popular tasks easier and to design a user flow that matches what your actual users want.
You can also downplay functionality no one seems to be using.
What are people finishing in the app? And what tasks are they abandoning? If you know there are certain areas of the app people abandon at a high rate, you can redesign the flow to make it easier to finish.
This can also help you pinpoint errors and glitches you can fix and update.
The Number One Task You Want them to Complete
If the purpose of your app, for example, is to give access to insurance cards, you’ll want to know how many people are using it for that purpose. If very few of your app users do the main thing you designed it for, it could be that the desired functionality is unnecessary or hard to use. If more users are requesting customer service or performing some other tasks, perhaps you should redesign the app with the tasks your customers actually want at the forefront.
Mobile analytics sound scary, but most app developers bake them into app design — and you don’t need to be a data analysis whiz to figure out what they mean. Easy-to-use reporting and visualization tools let you be in charge of what you need to know and when you need to know it.
Ready to find out how analytics can improve your app? 7T offers enhanced mobile analytics to help our clients understand how users interact with their apps, as well as how they can be optimized to generate a stronger ROI.