Is it enough to create a good app for it to succeed?

Amongst the many apps that appeared in the market over the las 10 years only a few can boast of being literally in everyone phone. Well…almost everyone´s.

Most downloaded apps of the decade

Appannie is a service that measures how successful an app is based on how many downloads it has. This service has rated the top apps that have ruled this market over the 2010´s, the ranking is as follows:

1.       Facebook

2.       Facebook messenger

3.       WhatsApp

4.       Instagram

5.       Snapchat

6.       Skype

7.       TikTok

For consumer Spend apps the site rates Netflix, Pandora Music, Tencent Video on the top five showing that video streaming and music apps are the most looked for after social media and communications apps. The most successful dating app was Tinder which placed second to Netflix on the website´s overall ranking.

Is downloads the only way to measure up how successful an app is?

The decision to develop an app, tasting and placing it in a market must be supported by analytics. That is to identify what to measure once the app is publicly launched on the market. Sadly, only 22% of the downloaded apps are only used once. Why? Expectations vs experience. Usually the users’ expectations are not meet when using the app.

Common indicators to measure an app´s performance

Measuring and optimizing the right indicators is key to attract and keep users engaged. Some of the indicators defined by digital business analytics are:

1.       Users

Know how many users open and interact with the app. You can segment them by geographical zone, or time frame of interaction. Basically the idea is to know how, when and where your users are interacting with the app. By using advanced analytics, you can determine the sporadic, more active o hard core users of your product. This way you can personalize marketing actions to each group even those who haven´t downloaded the app yet.

2.       Duration of the session

This consists on the average time of the duration of the session (total duration of all sessions, in seconds, divided by the total number of sessions.) How many minutes were invested using the app. Individually measures on this indicator depends on whether or not there are interactive visits in the last page of a session (the average of time by individual session being spent on the app) to identify who spends more time and why.

3.       Session Interval

This refers to the time interval between a session of the user and the next time she/he opens the session again. This indicator shows the frequency of the user’s interaction with the app. With said information you can direct actions to shorten this interval by optimizing the users experience thus reducing the interval between sessions.

4.       Time using the app

Average time that the users spent on the app. With it is possible to identify the frequency with what the app is used and consequently the value of the app to the users. The goal here is to determine what are the users seeing and for how long and act consequently to improve their experience in order to get them to spend as much time as possible on the app.

5.       Acquisitions

Number of users who download and install the app. At the same time this provides information about the source from which they came to know and download the app (organic, mouth to mouth or advertisement campaigns)

6.       Use of the app

This is key information. Which screens users browse and in which they spend more time. Heat maps are especially useful to know the users´ interactions while they are logged in. You can get a full picture, step by step of the users´ browsing history through your app. This make possible to identify the confusing or uninteresting aspects of the app for the users and what type of actions can be carried out to reengage them

7.       Retention

How to prevent that your app becomes a part of that 22% that is only used once? The answer is measuring retention or percentage of users that return more than once to your app. In addition, it is important to know how frequently do they log in. The more they are engaged and loyal to the brand the better your monetizing strategies will be.  Retention on the long term is paramount it increases global income potential.

8.       Life time value

Is the amount of income a user will generate along their lifetime in your app. Once the average time (months) users sped on the app you can determine their life time value. You can calculate it by multiplying the average revenue per user and the average lifetime per user. With this information it is possible to foresee future app developments capital needs. Also, with this indicator it is possible to obtain other information such as most viewed articles, levels achieved on a game app, etc.

Why is it important to use digital business analytics?

The benefits of using digital business analytics is essential to monitor the performance of the apps, customers’ behaviour, market trends and other important data that can be used in processes of decision making. It is essential in the process of creating new strategies to make your business profitable, competitive and sustainable

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