2. Measure before you start building
www.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
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3. Build -> Measure -> Learn
Achieve flow
Minimize total time through the loop
Measure to improve
http://lean.st/principles/build-measure-learn
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4. Dave McClure actionable metrics
Conversion dashboard
How do users find you? Acquisition
Do users have a great first
Activation
experience with your product?
Do users come back and use your product? Retention
Do users tell others about your product? Referral
How do you make money? Revenue
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5. Measure mobile app usage
What people use in my app?
Unique
How do they use it? visitors
What content are they
consuming? Visits/Sessions
Page/screen views
Events
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6. You can also measure
Unique visitors Application users
New users Tracking marketing campaign
Total downloads
Active user rate Duration Tracking mobile visitors
What 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
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9. What is next?
Now you know
what is happening.
The next question is
WHY.
Talk to users! http://www.flickr.com/photos/rfktechservices/5794265153/
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10. Thank You
Questions
maxim@spreadcode.com.au
@mcherepovitsyn
Editor's Notes
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
