Mobile app user engagement is an integral part in determining the success of a mobile app or mobile shopping app. Whether the users can stick with an app for a long time or not depends much on what your app can offer, the more unique features, the more likely your app can gain high customer engagement. So how can you measure mobile app user engagement? In this article, today, you will be provided with the 8 most critical metrics to evaluate the capability of users’ getting engaged with your app.
Let’s explore 8 common metrics to measure mobile app user engagement now!
Metric 1: Users factor
Understanding how users interact with your app is fundamentally important to the iteration process. User metric can be measured as daily, weekly or monthly average users, so it can be divided by day, device, time or country to figure out how, when and where users get access to your app. Applying Analytics, you can split the report to highlight the most active trends and users.
Right after identifying who are the super fans of your app, you now could have the platform to know who have left your desired funnel or in which marketplace the users abandon the app. You also can track the insight of customers, the usage degree,… By dividing the data into segments, you can easily test them for more optimization.
Metric 2: The length of each session
In measuring mobile app user engagement, session length is also another crucial factor showing the period of time customers stay on your app. If they spend much time on navigating on your app, it means your app is alluring and optimized enough for customers to stick with.
You can track the session length to identify spikes in long sessions. And after segmenting your users, you can easily track who spend the most time on your app and why. Session length can typically vary across vertical. After tracking the session length, you can identify the revenue potential of your app flows. If the length is about 5 minutes and the checkout flow is 6 minutes, you should motivate customers to stay for longer on the app by simplifying the checkout process. Likewise, you can track the session length of purchasing or non-purchasing users to gain deeper visitors’ insight.
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Metric 3: Session interval
Session interval is defined as the time between the user’s first session and his next session. This index shows the frequency that your users open the app. This can help to signify the value gained from the download and running of the app. If the users do not return to the app soon, it means that your app does not get as much value as requirement.
Once getting the interval time per user segment, you can optimize the user experience in suitable mobile devices. For instance, if the session interval in the tablets is longer than that on smartphones, you’d better improve the screen flow and design the tablet app more. By doing so, the session interval can be shortened, then the app can get more optimized.
Metric 4: Time on app
Averagely, users spend 15 minutes per month on app. Checking the time on app will be the base for you to identify how often customers spend on the app. Similar to session length and interval, time on app will show you the specific view on user’s pattern and how much they get engaged with your app.
If after considering a segment of users and you realize that they open the app for a relatively long period of time, you should immediately ask “why”? Are they following the process of navigation? Whether there are more purchases or not? Dig deeper into why customers spend much time in-app in such period of time, especially when the time in the app is longer than the average. If the time is shorter than expectation, carry out optimization at ease. If the customers usually open the app but spend a short time on it, so what is the best way for you to leverage the interaction?
Above are 4 of the most typical metrics to measure mobile app user engagement. The left 4 metrics will be revealed in the next post, so stay tuned to get more information.