After tracking over 1 trillion actions, we showed that only 20% of users returned to an app 31-60 days after first use. Although this is better than the oft-cited “80% of users churn in three days” statistic, mobile churn is still huge, especially after first use.
That’s a steep decline of users within the first few days, no matter how you cut it. And that’s why it’s often so tempting to shy away from stats like mobile churn rates in favor of gentler, nicer metrics like downloads. Vanity metrics usually that tell us that we’re succeeding, even if they probably mean nothing.
We’ve written a lot about how to understand your retention and ditch vanity metrics. But breaking free of worthless metrics is hard because it is breaking a psychological reward, not just adopting some new stats. If you actually want to drive your company towards success, you need to be able to take an honest look at what is going on.
Have questions about user onboarding? Our friends at Appcues have put together the ultimate resource to lay those questions at rest. Check out 76 Tips to Optimize User Onboarding to learn how you can take your onboarding to the next level.
User onboarding is your product’s first impression. It’s your one chance to blow new users away and get them on track to coming back. Spend time crafting a stellar onboarding flow that shows off your product’s value and you’ll be able to shift your entire retention curve up.
Sometimes, though, it’s not exactly clear where to start optimizing your onboarding flow. Should you change the order of your screens? Rewrite the copy? Revamp the flow completely? This is where your analytics can help. Here are four steps to using measuring your onboarding so you can find prime opportunities for optimization.
We’re all for MOAR DATA here at Amplitude. The more you’ve got, the better you will understand your customers, your product, and the journey the former take through the latter.
Within Amplitude, you can find out exactly what your customers are doing in your app. But it’s difficult to work out who these customers are from pure behavioral data.
Once you know who your customers are, you can know what they value, what they need, and what they expect from you. All of this information can come from your behavioral analytics, but having that initial insight into your customers through data enrichment makes everything else a lot easier. You can build a complete picture of your customers and segment, target, and communicate better with each individual.
By combining enrichment and analytics you can access all of the information about your customers. This will help you understand exactly who they are and exactly what they want from your product.
This is a guest post by Nancy Hua, CEO and co-founder of Apptimize. Apptimize’s real-time mobile development technology allows app owners to update their native mobile apps instantly for A/B testing, targeting, and innovative UX.
When it comes to mobile apps, it’s tempting to only look for big wins. Growth teams look for hacks that boost retention 5%, 10%, or even 15%. Anything less than that is often deemed a waste of time.
But there are only so many “big swings” to retention that you can pull off. And if your retention numbers aren’t dangerously low, then there isn’t any one feature release or UI element that will flatten that retention curve. The closer you get to great retention, the harder it is to find anything that will bump up that retention number.
That’s why at Apptimize, we do sweat the small stuff. Many of the most successful mobile apps— such as Glassdoor, Vevo, Glide, Strava—perform growth tests to find even the small wins. They look for every possible opportunity to increase retention even a single percentage point, because they know that those adjustments add up over time. Kevin Li, formerly of Yahoo Growth, swears by it:
“If there’s one takeaway it’s just that it’s okay to do small wins. Small wins are good, they will compound. If you’re doing it right the end result will be massive.”
So before your team brushes off testing as not effective enough, show them these huge upsides.
This guest post is by Stefan Bhagwandin, social media and content intern at Leanplum. Leanplum is an all-in-one mobile marketing platform for driving engagement and ROI.
For a new marketer reading about mobile A/B testing, the possibilities can feel limitless and bright. Statistically significant changes abound, and tweaking the color of a CTA is enough to earn a 10 percent lift in conversions.
In reality, A/B testing is not this pretty. Many A/B tests return results that are negative or — sometimes even worse — flat. Furthermore, testing too many variables at once could return seemingly contradictory results, where it’s difficult to correlate a specific change with a specific outcome.
But there’s still value in these “failed” A/B tests. It all depends on how you interpret the results. Let’s go over a few ways in which you can learn something new from an otherwise inconclusive test.
Analytics is about getting your team the data insights it needs to build better products and make the right decisions for your company.
But if your team can’t understand that data, then this is all for naught. Software like Amplitude can make your data easy to understand, but each member of your team still needs basic data skills to get the most value out of what they’re looking at.
You’re seeing those download counts for your app start to rise. More and more people are signing up, logging in, and taking first steps. Your app looks like it’s on its way to success.
But it may not be time to celebrate just yet. While downloads and first-time visits are exciting, they only tell a fraction of your app’s story; it’s important to measure how many users actually find long-term value in your app.
By analyzing long-term metrics, you’ll get a better idea of exactly how valuable users consider your app for continued use weeks and months after launch. The most important of these metrics are:
- Retention rate: The rate at which users continue to use your app over time.
- Engagement: How many times a user performs a specific action.
- Usage interval: The frequency with which you expect people to naturally use your app.
Here we’ll show why measuring this mobile user data helps you track your own progress and see how you stack up against other successful apps. You’ll learn how to plan the long-term trajectory of your app’s development, and ensure that it’s a long trajectory for users too.