Camille chaudet measure camp-analyzing_mobile_apps_june15_v1.0

CCT Consulting

June 2015 Camille Chaudet

Mobile Analytics Analyzing mobile apps

Let's share our REX to become Mobile Analytics Heroes

Mobile Analytics and you

June 15 CCT Consulting - @camillechaudet 2

MOBILE ANALYTICS vs. WEB ANALYTICS

MOBILE ANALYTICS WEB ANALYTICS

Javascript <TAG> SDK

Web Analytics server

Mobile App Web & Mobile Site

Cookie Device ID

≠

Internet

Local offline database

Real-time Server Call

Web Analytics server

Internet

Server Call


Session duration 30 min 10 min

Time spent per visit wrong since we do not track the time spent on the last page of

each visit

very accurate since we track the opening of the app, the

background and the closing

Tracking URL is a page and buttons/links/pdf downloads/etc. are clicks

Everything is event, no technical difference between page and clic

Traffic sources direct + SEO/SEA/ refferrer + campaigns direct + campaigns

Campaigns email + display + affiliation + social push + QR code + URL Schema

Other? to be completed to be completed



Web Analytics vs. Mobile Analytics

metrics and dimensions

Take a post-it!

Geolocation Network node GPS geolocation + distance to nearest store

Network connexion Wifi Wifi + 3G

Real-time Real-time Real-time + batchs

Unique identifier Finger printing + cookies Device ID

Session definition Session Session

Online/Offline Online Online + Offline

Errors Errors Crashes + errors

Screen Screenwidth Screenwidth + Portrait vs Landscape



Device Desktop/Phone/Tablet/Connected object

Phone/Tablet/ Connected object

Platform Windows/iOS/Linux iOS/Android/Windows phone

Downloads - Downloads + re-downloads + source and date of downloads

NFC - NFC source

QR code - QR code source

iBeacon - iBeacon source

Push - Push

App version - App version



MOBILE ANALYTICS KPIs

Some examples :

•  Brand building – App downloads, Video views and Facebook Likes

•  Loyalty – Sessions per user, Time spent, Return rate, Sharing of content, Liking content,

Sign-ups to opt-in programs, time spent with a specific product or service, etc

•  Driving business offline – Visits to store, callback, etc

•  Transactional – basket, conversation rate, etc

•  Customer service perception – appstore ratings/reviews, customer survey results, etc

•  Non functionnal KPIs : average loading time, service uptime, page / app errors, etc

Mobile Analytics KPIs brainstorming


Mobile Analytics KPIs brainstorm

Take a post-it!

Mobile Analytics KPIs brainstorming

Net promoter score (0-10 scale vs smiley faces)

Form completion rate

App reviews on store

App comments on store

Downloads and re-downloads

% app opening/download

% Geolocation activation

Page details displays

Call phone number Sign-up rate

is engaged users (nb screens/

second + foregrounds/day)

Push notification performance

is happy user (3+ app launch/day &

10+ screens viewed)


ANALYSIS RESULTS

•  Low usage, big difference between number of downloads and number of openings and visits

•  Users mostly go to homepage but very few browse the app (75% don't go further than the interstitial > home)

•  People do not update their app version, especially on Android

•  People don't revisit your app, pay attention if you have hybrid app where html content will be OK at second relaunch of the app and more

•  High workload on setup as platforms are developped independently + tested independently (price x4 if mobile iOS/Android and tablet iOS/Android)

•  People desinstall the app when there is a technical problem (bluetooth making battery deload quickly)

•  Mobile commerce had very poor performance compared to desktop

What we've observed (on B2C services apps)


What about your experience?


•  Behavior on tablet completely different from behavior on mobile : tablet users are more loyal than mobile users

•  For a sportswear brand : mobile is used to get information and purchase is made on desktop

•  For travel apps : purchase is made immediately

•  For shopping apps : user are seeking information (browse, compare products) and close purchase on desktop

•  It seems customer life cycle is not the same on mobile/tablet/app => UX and customer paths shall also be different

•  Case study of a small furniture reseller that sold a lot on mobile site (no mobile app)

What has been observed


•  Mobile conversion rate 3 times lower than on desktop

•  Key success factors :

‒  Does the app answer a specific need that I cannot meet somewhere else?

‒  What is the customer life cycle?

‒  What kind of service do the user need at a specific time?

What has been observed


+33 6 25 06 26 46

[email protected]

@camille.chaudet

Contact : Camille CHAUDET


Documents

Camille chaudet measure camp-analyzing_mobile_apps_june15_v1.0