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..
This post was originally published on Wired on March 14, 2014. Websites Are Dead; Long-Live Web Apps Twenty-five years ago this week, Tim Berners-Lee invented the world wide web. He released the source code into the public domain in 1991, spurring rapid adoption and a global sea-change in the way we create, consume, and share information. In 1995, 14% of U.S. adults used the internet. Today that figure stands at 87%. In recent years, mobile technologies have played an extensive role in widening global access to the web. Like the web itself, adoption of mobile has been remarkably fast. In less than seven years since the release of the first iPhone, smartphone adoption among Americans h..
Just like any new technology goes through an adoption curve, the rapid growth of mobile usage has yielded engagement lessons that can help marketers get the most out of their app. Push messaging is a useful app marketing tactic, but to engage users in meaningful ways, it helps to start with some best practices, then tweak campaigns from there. Here are four successful push messaging tactics for the media, ecommerce, social media, and travel verticals you can try today. For each of these verticals, sending push messages to all of your users is a bad idea. When a push message isn't relevant to someone, they will view it as spam, and may turn off notifications from your app in their phone ..
The rise of mobile app usage has lead to an overhaul in the traditional metrics marketers measure. Coming from a web-centric mindset, it’s easy to assume the same metrics apply, but in your mobile strategy you want to dig into a deeper set of app-specific analytics. Most of what’s tracked in Google Analytics has no relevance for your app, and new KPIs have entered the game in response to mobile user behavior. It’s no surprise that most key app metrics are still foreign to many modern marketers, particularly sessions, which are critical to judging mobile success. Here, we highlight the difference between sessions and pageviews, and which one you need to measure as a mobile marketer. ..
We’ve just completed our first-ever European Mobile Success Tour, hosting meetings and events in London, Paris, Barcelona, and Berlin. It was a week full of exciting discussions about what mobile success looks like today and what it will look like in the future, with great insights coming from both speakers and attendees. Mark Johnson of Avios (left) and Saalim Chowdhury of Trinity Mirror (right) speak at the London event We recently quantified why Europe represents a huge opportunity for companies with a mobile presence. During the tour, we validated this through our many conversations with leaders in the mobile marketing and analytics space who were happy to share their thoughts an..
Mobile is personal. It’s the channel that is most tailored to user interests than any before it, which means app marketing has to be less about blatant agenda pushing and more about targeted engagement. App messaging techniques are a key part of this strategy, working to reach the user at the right time, with the right content, to engage him or her further. Push messaging is the current darling of the space; most marketers use it often because it’s an easy-to-implement industry standard. In-app messaging is on the cusp of wide spread adoption, and is primed to create more targeted, purposeful user sessions. Not sure which is right for you? We’ve got the need-to-know below. Push Me..
South by Southwest Interactive kicks off in Austin, Texas this Friday with a packed schedule of events that promises to deliver on the festival’s values of “innovation, creativity, and inspiration.” SXSW Interactive has long been an essential event for anyone in emerging technology, and this year’s festival is shaping up to be an exciting one for mobile in particular with over one hundred mobile-focused events. The Localytics team is excited to be at SXSW Interactive Friday, March 7 through Tuesday March 11. If you’re interested in meeting up, get in touch at email@example.com In advance of the festivities, we’ve pinpointed three key the..
Pleasing the greatest number of your app users possible and moving to the top of app store lists is no easy feat, but with In-App Messaging and Net Promoter Score (NPS) campaigns, you can create a winning combination of increased app ratings and improved user happiness. What Is an NPS Survey? NPS is a metric pioneered in the early 2000’s by Fred Reichheld that enables companies to gauge customer loyalty. Basically, the survey asks you to rate your experience on a scale of 1-10. Promoters are considered those who rated the experience at an 8 or above. Detractors are those who rated their experience at a 3 or below. With in-app messaging, you can set up an NPS campaign to collect survey..
Samsung Galaxy S3 is currently most popular Android model with 15% share One of the biggest announcements from Mobile World Congress this past week was the unveiling of the Samsung Galaxy S5 smartphone. Samsung, the most popular manufacturer of Android smartphones, launched its latest flagship phone on February 24. As expected, Samsung remains the dominant player in the Android market with a 65% share of all Android devices. Given the highly fragmented world of Android devices, Samsung’s two-thirds market share is impressive. Galaxy S Series makes up almost half of Samsung market share A large portion of this market share stems directly from Samsung’s wildly successful Galaxy S S..
Localytics data from both European and US markets reveals that the European user base represents a huge opportunity for companies with a mobile presence. European app users are interested and engaged in their apps, opening them more frequently and spending more time in them than US users. At a high level, European app users don’t immediately appear different from their American counterparts: both groups are increasingly attached to their devices, with strong growth in the average length of their app sessions across phones and tablets in 2013. They’re also just as fickle—or loyal—to their apps. In both the US and Europe, approximately 20% of apps were opened just once, while 35% w..