Role of metrics in mobile apps and lean startupWhen, why, what, how?
Why: validated learning about customers is the measure of progress in a Lean Startupunbounce.comTest list of key features (K.I.S.S. – Keep It Simple Smarty-pants) - Visits- Unique Visits- Clicks (on your conversion goal)- Conversions- Conversion Rate- Variant Conversion Delta (the difference compared to the champion page)Test keywordshttp://www.google.com/insights/search/What keywords will make people find and buy your app
Achieving flow in a lean startupEliminating waste is the fundamental principle of lean thinking.As defined by Womak / Jones in their book “Lean Thinking” :“Waste is any human activity which absorbs resources but creates no value.”Test if functionality useful to other peopleUse metrics for judgmentProduct market fit / Reality CheckWhere to invest time/moneyGet data how people want to improve the app
Dave McClure has some great models for startup metrics.Identify5 actionable metrics that you live by (conversion dashboard).
How do they use it with eventsWhat pages the they look atHow oftenWhat content they consumingWhat buttons get used and how oftenMORE DATA -> BETTER DECISIONSBuild good actionable data to your app/business- Visitor- Traffic source- Content report- Conversion
Measure success against HIGH VALUE ACTIONS (buy, register, view) -> business value
Content -> page reportPage – screen (pageview, time on page, bounce rate, exit)More deep evaluation helps us understand userTotal events / unique events / event value / average valueDispatch concept – used if offline and save bandwidthGroup data together before sending (configurable)Different strategy for different app and business
Mobile apps Metrics and Lean Startup Maxim Cherepovitsyn @mcherepovitsyn
Measure before you start buildingwww.flickr.com/photos/53452545@N05/5141270291/ A|B Testing for Mobile app campaign landing page Build features list based on stats from the beginning Test keywords before publishing an app 2
Build -> Measure -> LearnAchieve flowMinimize total time through the loopMeasure to improve http://lean.st/principles/build-measure-learn 3
Dave McClure actionable metricsConversion dashboardHow do users find you? AcquisitionDo users have a great first Activationexperience with your product?Do users come back and use your product? RetentionDo users tell others about your product? ReferralHow do you make money? Revenue 4
Measure mobile app usageWhat people use in my app? UniqueHow do they use it? visitorsWhat content are theyconsuming? Visits/Sessions Page/screen views Events 5
You can also measure Unique visitors Application users New users Tracking marketing campaign Total downloads Active user rate Duration Tracking mobile visitorsWhat marketing strategies working Where they come from Who visited Frequency of visit When visited What people use in my app What content they consuming Depth of visit Bounce rate Whey are they going to buy Tracking their behavior Returning users 6
How to measureiTunes Connect for iOSSDK for iOS and Android 7