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Going Mobile at a Glance - How is my app doing?
This document discusses the importance of testing and analytics for mobile apps. It notes that 79% of mobile users will only retry an app once or twice if it fails initially. It recommends measuring analytics across the whole customer experience, including marketing, acquisition, engagement, and conversion. The document stresses choosing key performance indicators and analytics tools tailored to each app, and using market data to inform decisions after launch.
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Going Mobile at a Glance - How is my app doing?
- 2. HOW IS YOURAPP DOING? The relevance of testing & analytics @HumixBE @lonnekespinhof lonneke.spinhof@humix.be
- 3. A successful app= Often downloaded Often used &
- 4. Mobile users ≠tolerant users 79% of mobile users retries an app only once or twice if it failed to work the first time
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- 6. Validation vs Verification UserExperience
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- 12. Measure the “wholepicture” Marketing •Online Campaign •Mobile Campaign •Website •QR Codes Acquisition •App Store •Google Play •Marketplace Engagement • Active users • Time spend • Actions • Errors • User Paths Conversion • Create an account • Share with peers
- 13. In app analyticsvs In store analytics Usage Marketing
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- 15. Learn about theuse How are people actually using the application?
- 16. Think before youact Pick KPIs that make sense for your application.
- 17. Think before youact Choose a tool that fits the current and future needs.
- 18. Analyze market data Armedwith market data, you can make better decisions & avoid potential mistakes.
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- 20. Life starts afterlaunch!!
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Editor's Notes
- #4 Often downloaded users can find your app, marketing is workingOften used people really like to work with the app, it serves a purpose for the user.
- #5 Het is belangrijkdat de applicatiegebruiksvriendelijk is en doetwat het beloofdheeft in zijn marketing. Als de gebruiker op ergernissenstoot of nietvindtwaarnaarhij op zoek is zalhijsnelafhaken. 80 tot 90% van de Apps wordtslechts 1 keergebruikt en danterugverwijderd. Waarom? Omdatmobielegebruikerseenhekelhebbenaan apps die nietgoedwerken. Alsze in aanrakingkomen met eenprobleemheeft de app het al meteenverkorven. En spijtiggenoegzitten de hedendaagse apps volfouten. (Compuware study, http://techcrunch.com/2013/03/12/users-have-low-tolerance-for-buggy-apps-only-16-will-try-a-failing-app-more-than-twice)Watkan je eraandoen? 2 zaken:Zoveelmogelijkfoutenvermijden door tijdens het ontwikkelingsproces al uitgebreidtetesten.Lerenuitfouten die zichvoordoen door updates door tevoeren. Hiervoormoet je welbewustzijnwelkefoutenzichvoordoen!
- #6 Short development – test cycles help to learn fast from the realityDepending on the phase of the complete project testing will be different
- #7 Verification = Are we building the product rightValidation tells you if the application you are building works for the user.User Experience = more than usability
- #8 Good user experience = finding the match between mental model and the applicationThe mental model is the idea the user has about a product based on previous experiences
- #9 We want to know what happens in the heads of people when they use our productsWe do this through validation testing with real users in real environments
- #10 Testing in realistic situations is a challenge for mobile applicationsThe influence of unpredictable environmental elements is far bigger than in desktop applications and websites
- #11 Low – high fidelity prototype testingEarly phaseLearn about the “usability” of your application, do users know how to work with your application when confronted?Doesn’t tell much about the need for your app and the influence of the use environment “real life use”
- #12 To really validate the application we should keep on measuring & testing while in use, that’s why we need mobile analytics
- #13 Mensendoorlopeneen heel trajectvooraleerzeeffectiefklantworden. Zekunnenzich op verschillendemanierenbewustworden van het bestaan van de app. Pas alshunnieuwsgierigheidgeprikkeld is gaanzeookeffectief over tot een download. Ookdit is nietgecentraliseerd. Elk besturingssysteemheeftzijneigen app-winkel.Nadateengebruiker de app gedownloadheeftgaathij op verkenning en test de app uit. Elk type gebruikerzal op eenanderemanier met de app omgaan. Aan de hand van gegevens over hoe ze met de app omgaan en welkemogelijkeproblemenzeondervindentijdens het gebruikkan de applicatieverdergeoptimaliseerdworden. Bij het optimaliseren en verbeteren van de applicatiehebben we het verhogen van het conversieratiovoorogen.Door het gebruikersgedrag en het aantalconversiesnaastelkaarteleggenkunnen we bepalenwelk type gebruikers het meestinteressantzijn. Of welk design het bestewerktbijeenspecifiek type gebruiker.
- #15 In app analytics requires a piece of code in the code of the app, is thus more intrusiveThink about analytics at the start of your project, so code can be build in and tested from the startStart gathering data as soon as possible, build in the appropriate tracking from the first alpha version to start learning from real life as soon as possible
- #16 Tools such as TestFlight, UXProbe & Heatma.ps tell about how people use your application.Where they click (tab), how they navigate through your app, how long it takes to perform tasks, what the think about your app, what errors they run into etc.Each tool has his own focus
- #17 . Apps for content publishing, social networking, utilities, commerce and gaming all require attention paid to different KPIs. Before you dive into analytics, make sure you understand what you’re hoping to better understand. For instance, a content publishing app might be more concerned with user retention, while an ecommerce app is invariably primarily interested in purchase conversions. As Wayne Chang, founder of crash reporting provider Crashlytics notes, “A bunch of useless numbers on a screen are not helpful. But, the right information, at the right times, can provide incredible insights that are actionable for the developers.” Be sure to define an analytics strategy that aligns with your app’s core offering.
- #18 Not all apps are created equal, and neither are all analytics/test platforms.
- #19 There are a few analytics providers such as Distimo that offer market data. While you may find it a bit expensive to access, this type of data is useful to see what similar apps are doing in the marketplace relating to price and number of downloads. Armed with market data, developers can make well-informed decisions and potentially avoid mistakes that they see competitors making. For instance if a competing app is performing poorly at a $2 price point, you may be able to better determine the appropriate price for your app.
- #20 Via dashboards you can gather all relevant data from different data sources.It allows you to follow up on how your app is doing continuously