Newly released app: tap-tap-tap or crap?

Devclub vol 32, 18 june 2015Nikita Tihonovs

http://www.gartner.com/newsroom/id/2648515

0.01% success rate

Product Owner at IntechSystems

Mobile apps and e-commerce platform development

Co-owner @ multimerch.com

MBA @ Riga Business School

Who I am

Where they drop off

They stay given that

1. Your app solves the problem2. The user experience is great

We’ll talk about these users

● Devs are doing better● 3m Retention: 17%

https://www.sixtbicycle.lv/en/vairak/foto_galerija

Do it properly

App Quality

What you care for most

1. daily active users2. daily new users 3. monthly active users 4. crash-free users 5. sessions 6. session length

http://waynechang.com/how-six-people-built-the-2-mobile-analytics-tool-in-just-a-few-months-full-article

Crashlytics: fabric.io

Testing feedback

● Error full stack trace● Shows unreported crashes● Project-management tool integration

$0Sales

OK, you are crashless

Oh you, wait a second!

Where’s the problem?

Time to gather data

Funnel cohort segments Time in App versions

sessions Conversion rate retention Attribution

devices Users behavior acquisition LTVnot Latvian Television :)

Session length goals screen flow

Events ecommerce Demographics

OMG

Google Analytics academy & certifications

Picture your needsWhat I want users to do? What they hate about my app?What are the key KPIs?

Ecommerce appTop-100 US retailer

Ecommerce App

Let’s work on Payment Methods

Conversion rate2.07%

1.21%

Why?

Typical android user

http://www.monetate.com/resources/research/#ufh-i-48179143-ecommerce-quarterly-q4-2014

Comparing comparableApps● iOS conversion 1.42%● Android conversion 0.71%

Mobile site● iOS conversion 1.12%● Android conversion 1.07%

Same period of time, 3 months, roughly the same functionality

Do we have a problem?

Garbage in - Garbage outCorrect the sampling:● Compare versions● Compare periods when 1 version was used

Look at it in dynamics

-Are we doing any better? -Yes

-Is there still a problem? -Yes

Who’s spoiling my stats?

Tester’s workplace

Your budget

Specific deviceAll the data

Your findings

Who’s spoiling my stats?● old versions● users outside your target audience● Yourself (exclude your IP !!!)

Test the app

Grandma-with-balls Test

Tips

● Schedule releases of your apps● Add annotations to analytics● Ask the analytics the “right” questions

Metrics

Troubleshooting

Marketing

We are hiring

Senior DB Dev (MS SLQ) PHP DevDevOpsDBAScrum Master

http://intexsys.lv/careers

Feedback

☺ ☹

Sponsors of 32nd DevClub.lv