Having an app seems like the “cool” thing to do these days, which is why so many brands rush into launching an app merely for the sake of having one and without determining its purpose. Developers don’t even know how the app aims to influence their target audience or boost their business. This leads to another common problem – developers who fail to track their app performance, because when you don’t have a clear goal, there is no need in checking whether you’re on the right path to attaining it.
There are a number of aspects and components of your app that you should constantly be monitoring in order to stay on top of your game and ensure that your app continues to promote your business objectives:
ASO (App Store optimization) is often disregarded by app developers, both because its a new field, and because a lot of people simply aren’t familiar with it and are unaware of how important it is. Everybody tracks their App Store ranking because it is the simplest thing to do. But it’s time that more developers out there realize they should dig deeper and actually influence these rankings. This is extremely important and even detrimental to the success of any app. You’d be surprised to find out that 60% of App Store visitors will proceed to download an app following a search. If you’re app is not ranked up there, it would most likely go unnoticed.
It’s extremely important to constantly check whether your app store screenshots, images, and text, present your app in the best way possible and if the keywords in your app description are getting you up there in the App Store rankings. You always want the words in your app description to tap into what your target audience normally goes searching for in the App Store, so that your app shows up right when they’re looking for it. Target audiences and keywords vary from time to time, therefore it’s important to constantly keep track of these changes and optimize your description regularly.
There are many app performance tracking systems out there, but not enough developers are using them, and even when they are, they may not be tracking the right things. Moreover, even when the right things are being tracked, not enough people know what to do with the data and how to solve problems in the best way possible.
App tracking systems allow developers to collect a wide variety of data that helps them learn more about their users. For example, at what point users decided to leave the app, after how long, how much time they spent on each screen, which icons they tried to click that weren’t clickable, etc. But what really matters is not what you find, but the changes you decide to make in your app based on these findings. For example, if you see that many users try to click an icon that isn’t clickable – this is a feature that’s just waiting for you to invent it. Or for instance, if you see that there’s a spot where most users leave the app, this is definitely something you should look into.
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The bottom line is that if you don’t use a tracking system you may be overlooking many issues that could easily be solved. The ultimate goal is for you to know where you want users to go, and to find the smoothest, most enjoyable way to get them there.
Another aspect you should always be tracking is your online advertising campaign. These days, the social giants out there allow incredibly specific targeting so that advertisers can create personalized content tailored to each target audience. Personalization, however, isn’t always enough – you must go through a trial and error process to make sure that your personalized ads really are personalized correctly. Tracking and using stats and analytics from your various advertising platforms, can allow you to learn how well your audience is reacting to the messages you’re transmitting, push forward the ones that are working well, and halt others that aren’t.
To conclude, just having an app is not enough. You should be setting a goal for it and check whether or not you are on the path towards attaining it by tracking your app performance.