Mobile Apps - Measuring Their Effectiveness
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Learn about the 7 mistakes non-profit organisations make when building and marketing their mobile apps. Shanelle Newton Clapham talks about how non-profits can give their supporters a great experience by building better apps and measure their effectiveness. You can listen to the webinar here: http://www.apps4change.org.au/LearningCentre/Webinars.aspx
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Mobile Apps - Measuring Their Effectiveness
- 1. Measuring the effectiveness of mobile apps For non-profits Shanelle Newton Clapham 6 November 2014
- 2. Hello iMntoerbnileet !hit critical mass in 2011
- 3. What we’re going to cover 1. Common pitfalls & mistakes 2. Why some apps are more successful 3. Measuring Effectiveness of your App 4. Tools for monitoring app activity.
- 4. 7 mistakes non-profits make Build an app: 1. that doesn’t do anything 2. & not promote it 3. & not invest in a responsive website 4. & not launch it with an appeal/ campaign 5. & not track its usage 6. & not keep it up to date 7. because they think they should .
- 5. Success Why some apps are more successful
- 6. A clear vision & purpose
- 7. Know your audience BBC’s mobile user groups
- 8. Easy to use The user
- 9. Launch with a strategy
- 10. Get lots of people to download it
- 11. Constantly improving & up to date
- 12. Recap: Why some apps are more successful - Vision & purpose - Meets a need - Great experience - Smart strategy - Popular - Keeps improving
- 13. Measuring the effectiveness of your app You’re crazy if you don’t
- 14. It’s unbelievable January 2014 - 1.4 million apps available - 1 billion iPhone apps downloaded mth - Ave. user has 15 apps installed - 25% never used again after download. 70% of global brands have no metrics or strategy in place!!!
- 15. What to measure Users. Behaviour. Performance. Unique Drop off Load time Downloads Actions Crashes Sessions Social Platform
- 16. Mobile app analytics tools Users. Behaviour. Performance. - Google Mobile App Analytics - Webtrends mobile analytics - Flurry - Appsflyer - Bloodhouse QA - Test & Target - Adobe AudienceManager.
- 17. Free chapter of book http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/integrating-digital-fundraising-mix/ http://www.parachutedigitalmarketing.com.au/shop/
- 18. Questions?
Notas do Editor
- http://info.localytics.com/blog/the-8-mobile-app-metrics-that-matter Mobile hit critical mass in 2011 Mobile is at a stage where the Internet was 15 years ago and social media just five years ago - usage is huge and ramping fast. 81% of australians have a smartphone. 53% own a smartphone, tablet and computer http://frontieradvertising.com.au/homepage/deloitte-australia-media-usage-preferences-2014/
- Build an app that doesn’t do anything – it must have a purpose Build an app and not promote it – cut through the 1.4 million iphone apps Build an app but not invest in a mobile responsive website – be consistent Build an app and not launch it with an appeal/ campaign – every marketing channel needs a strategy Build an app and not track its usage – know what is & isn’t working Build an app and not keep it up to date – it’s not set and forget Build an app because they think they should – you need a reason why.
- The effectiveness of your app should be based on your customer’s usage 25% of mobile apps never used again after download If your customer has a good experience, they will likely use it again BUT they will definitely use it again if you prompt them People are most engaged when they first download an app, so you need to capture and keep their interest in those initial days and weeks Make sure they have a great first experience Ensure that your app delivers to the promise you made Send them messages to show them how to get the most out of your app The numbers don’t lie.
- Measurement is critical to driving user experience and return visitors Lifetime value is your primary revenue metric, representing the financial value of the app and how much each app user or customer is worth in his or her lifetime. It can be split out by average monthly value or value per customer, capturing worth over time financially and also in terms of loyalty and evangelism. 1.4 million apps - http://www.pocketgamer.biz/metrics/app-store/ Other stats - https://webtrends.com/files/overview/Overview-Mobile-Webtrends.pdf
- Users. Behaviour. Performance. number of user Session interval is the time between the user’s first session and his or her next one, showing the frequency with which your users open the app.When you know the typical time lapse between sessions per user segment, you can better optimize the user experience to prompt regular opens nique users number of active users visitor flow and drop-off Donation abandonment social referrals custom variables. It should also capture performance-related metrics such as number of crashes load time at launch load time per view number of times deleted. Measuring these things helps to identify issues associated with bad user experience, unresponsive app performance or app discoverability & focus future product development. In-App Analytics vs. Web Analytics. Gathering analytics from a mobile website is very different from gathering them for a mobile app, primarily due to differences in navigational and usage patterns. Mobile websites are designed around pages—heavily reliant on clicks or taps to capture user interaction—whereas mobile apps are designed around behaviors, using gestures to capture interaction. Recognizing the difference between the two will clarify which metrics to capture and will help avoid any confusion down the road