Five indicators of mobile analytics that demonstrate disengagement among your mobile app users.
Users are high but not converting
When the downloads of your app look good, it’s important to make sure the logins and usage are in sync. Downloaded apps can be abandoned if the app purpose or marketing message doesn’t sell significantly or entice to engage and signup. In engaging a new app user, you need to convince them to download your app, to signup to and use your app, and then return regularly to keep using it. In the first conversion stage, getting a user to engage with a downloaded app is a question of ensuring that the app lures the prospective user with the key benefits and fear of missing out/fomo. If this is not compelling enough, the app download may never be opened or used.
App not achieving target engagement
If your app user targets are not being achieved, this is almost certainly a marketing planning issue. Either the targeting, functionality or the marketing campaigns are off. It could be that the app store messaging isn't convincing prospective users, it could be that the demographic you targeted aren't as suitable as predicted, or it could be that lined up against the competition, the functionality isn't winning conversions. Once you discover the culprit through analysis of the app usage and other key indicators, you can fix it.
Playful is not necessarily useful
Apps can be designed with beautiful user interfaces, but all design elements and controls must serve a purpose and be as efficient as possible. Could a slider become a toggle switch or does that contact page truly need an interactive map? In the design phases, screen designs and control elements like buttons and selectors are created, however after launch, it is essential to regularly perform analysis on all the screens and element usage using event tracking and heat maps. If a "cool tool" is not getting any usage, either call it out and promote it in app marketing messaging and features, or switch it out in an update for an alternative option.
Users are struggling to navigate
Usage of an app should be planned for the predicted and expected user journeys. If the planning is comprehensive to match up the market research and perceived pain points to the functionality and usage pathways, then in most cases, the predicted use of an app will or should align well. In the event of a hurdle or anomaly to this, mobile analytics can confirm if all is as expected and help to highlight problems such as drop offs from a screen, or frustration tapping - repeated clicking if a button is not responding. Analysing these events will provide data evidence to make design review decisions and identify problematic elements and screens.
App removals and account deletes are spiking
If the app removals and account deletes for your app are on the rise, this is a huge red flag that something is drastically wrong with how your app functions, how it serves a task or how it solves your users' problems. Regular data gathering and scrutiny will reveal problems before you need to watch your users dwindling. Once you see those removals and deletes rising, it's time for a serious brainstorm around the data you've gathered to determine next steps. Failure to act quickly enough can and almost certainly will lead to drastically reduced users for your app.
If you could benefit from understanding more about your app data and how to interpret it further our mobile analytics team will be more than happy to talk to you.
