A recent article on “The Next Web” gave great insight on how engagement on mobile works and which Mobile KPI are the most important. The article is geared mostly at Application environments but the message can be used to describe both mobile apps and mobile optimised websites.
Lots of companies measure the overall success of their app/mobile site with downloads or traffic respectively. This Key Performance Indicator (or Mobile KPI) is often misleading because it doesn’t take into account the millions of users that are downloading apps once and then never actually using them. For paid apps for instance, this doesn’t really affect the bottom line because once the app is downloaded, the company does not care as much if it is being used. For the millions of free apps however, a “one and done” app strategy can lead to a failed product and a waste of resources, investments, etc…
So if you have 10,000 apps downloaded in the first month and 75% of all users are only using it once and then deleting… is it a success? Sangeet Paul Choudary, the author if this referred article suggests that in 2010, 26% of all apps downloaded were only used once. That is a huge number.
So how do you actually measure success on your app? Moreover, how do you make sure that your users continue to use your app 2x, 4x, 10x, etc?
Sangeet makes a great case for collecting data, but which piece of data is so personal to a user that once given, ensures that they are emotionally invested in your app enough to come back again and again?
If you guessed Credit Card information then you would be right!
For more information on how to keep users engaged on mobile, read this great article and let us know what you think!
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