Localytics Blog

April 15, 2014

Mobile Apps: What’s a good conversion rate?

Conversion rate is one of the golden marketing metrics that is measured across most channels, and for mobile, it’s no different. Mobile app conversions go far beyond downloads; in fact, the real conversions happen in-app, when an engaged user converts on a specified goal. But as prolific as mobile apps have become, marketers feel they don’t have the insights to optimize their in-app experience to prompt purchases and other key conversions. One of the most common of these insights is what your in-app conversion rate should be. What businesses want to know is how well are users currently converting, how can that be improved, and where do we stand across the industry? To get started, we..

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April 10, 2014

The App Churn Risk Window: 60% Chance Users Who Don’t Come Back within 7 Days Never Return

With more than 30 downloaded apps on the average American’s smartphone- plus some preloaded ones - apps face a lot of competition for screen-time. We’ve previously reported that 22% of users only ever open an app once, while 34% of users open an app 11+ times. For marketers, it’s important to quickly identify the one-shot users, and bring them back into the app—before they’re gone for good. But how can you identify which users will stick around, and which are just passing through? The answer is in the time interval between a user’s first and second session. 60% chance users who don’t come back within 7 days never return In examining global iOS (iPad and iPhone) app usage, ..

April 9, 2014

A/B Testing & Mobile Apps: 3 Critical Best Practices

While mobile usage is surging, app user behavior continues to be unpredictable by traditional guesswork. This trend has led marketers to look for what’s working and what isn’t in terms of app optimization and marketing efforts as quickly as possible. In the web and email space, marketers can accelerate the discovery process by A/B testing. App testing has always posed a larger challenge, but fortunately, app testing has come a long way, and we’ve identified a few critical best practices to cut down some of the trial and error to A/B testing. This post will outline the three most effective A/B testing methods for mobile apps. Pageviews and clicks may be excellent success metrics for ..

April 8, 2014

App Marketing: The next critical step in mobile ROI

In the past few years, marketers have been diligently converting to mobile-optimized sites, with dedicated mobile sites or, more commonly, through responsive design. But many brands are missing out on mobile revenue by not having a native app. Native apps command 86% of U.S. consumers’ mobile time, six times more than the mobile web does. The real progression in mobile behavior is toward apps, which means that’s where the money is. App revenue is growing, proving that investing in how your consumers actually use mobile is a lucrative opportunity. Still, one of the biggest mistakes brands make in rolling out their app is assuming that the best way to monetize is to launch as a pay-to-d..

April 3, 2014

Why Brick-and-Mortar Stores Need a Mobile Strategy

For years, brick-and-mortar stores have fallen under the shadow of the web. Online price checks, reviews, and discounts enable buyers to feel more confident in their purchasing decisions online than offline, and eliminate the need for in-person buying. Now, mobile has become one of the most effective and widely adopted forms of communication across all audiences. Mobile acts as the tie that binds web and in-store consumer behavior, allowing your brand to capitalize on both driving purchases and adding value to the brick-and-mortar store experience. And according to eMarketer, a whopping 74% of purchases researched on mobile devices are completed in-store, so it’s not a medium brands ca..

April 1, 2014

How To Create An App Monetization Strategy

Hundreds of thousands of apps circulate the iOS and Android markets, each trying to prove their worth to increasingly picky app users. It’s enough of a challenge to cut through the clutter (though we have some good ideas of how to do that) and get a user to download your app, but most organizations also need to monetize. While there are a few ways to generate revenue, the most effective method is one that plays to the unique content, design, and audience of your particular app. Here are some tips to create a winning app monetization strategy: Know What You’re Monetizing In other words, what are you bringing to the app table? If you’re a gaming app, ideally you’re bringing hour..

March 27, 2014

5 Biggest Mistakes Companies Make When Rolling Out an App

Brands in almost every industry are rushing to the mobile space, hot on the heels of consumer dollars. While this is awesome news for consumers and marketers alike, an app is only as good as the user experience and defined goals of the project.  Make sure you don’t make these common mistakes when you bring a mobile app to market, and if you’ve already pushed your app live, these might raise some red flags.    1. Developing An App Without Clear User Value & Brand Strategy Taking it from the top, an app merits all the same brand strategy steps as any other big project. That means your app needs to complement your web and/or physical brand experience instead of trying to duplicate i..

March 25, 2014

5 Ways to Improve Your App Acquisition Strategy

Plenty of great apps get stalled without any user acquisition strategy in place, because unfortunately, the “If you build it, they will come” mantra is no strategy at all. Acquisitions represent the number of users who download and install your app from a certain location, through organic search, word-of-mouth, paid campaigns or in-app referrals. But most brands primarily invest in and measure paid acquisition campaigns. As with any successful marketing plan, creating an effective acquisition campaign all comes down to tracking and working from the right set of metrics. These metrics enable you to create an informed strategy based on behavior, retention, and user engagement. We’ve ..

March 20, 2014

The Key Difference Between Mobile and Web Analytics Metrics

As much as marketers wish, want and hope otherwise, mobile and web have some important differences that come into play when you start analyzing user data. The rules for engagement have been thoroughly defined for the web world, but that criteria doesn't directly translate to the mobile world. Although key metrics like conversions, revenue and user lifetime value are necessary to track across every channel, how users act on these specific channels and the insights gained during those sessions differ greatly. In this post, we'll point out the distinct differences for analysis of a web page versus a mobile app. Web KPIs With the advancement of online marketing techniques, marketers have cr..

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March 18, 2014

The 8 Mobile App Metrics That Matter

Nearly 22% of apps downloaded are never used more than once. Users are easily impressed by the promise of new apps, but their high expectations are often unmet during the app experience. The key? Tracking critical app engagement metrics and using those to inform actionable solutions. We’ve outlined the eight metrics you should be measuring, and how they reflect larger app health and marketing needs. 1. Users Some people gloss over this metric, but tracking your users is fundamental to creating deeper engagement, like segmenting audiences, tracking specific behavior and launching successful app marketing campaigns. Once you know your user base and current active users, you have a baseli..