posted by Dorothy Murach
Identifying conversions is the key to unlocking the revenue potential of any channel, and mobile is no different. Identifying the conversion hot spots in your app depends entirely on using the right engagement analytics. Within your analytics, you can determine the how and why of your conversions, including which events are most successful in converting users, which of your audiences are converting, and how to optimize to improve.
You can use your app analytics to answer two critical conversion questions: what segment of users with common attributes is converting, and where within your app are they converting? It’s great to know what app events are converting users, but that knowledge isn’t nearly as useful without knowing the user behavior that is driving those conversion events. Identifying both will allow you to create more targeted, personalized experiences to drive conversions. You can answer these questions by creating segments, building funnels, and analyzing screen flows.
Within your analytics, you can segment users into different audiences based on device, location, purchasing behavior, acquisition source, session length, and more. Creating segments is the smartest, and easiest, way to highlight user behavior by attribute, and to pinpoint where conversion behavior originates. By analyzing your segments you can:
Knowing more about your users helps you improve more than just your marketing campaigns; other parts of your app will benefit as well. With this insight, you can eliminate UX bottlenecks, add useful features, and run surveys for feedback.
App funnels are similar to web funnels: they are the process you want your user to follow to ultimately convert on a desired action. Mobile funnels are defined by the actions, or “events” completed by a user to reach that desired action. In mCommerce, for example, your funnel would include key conversion events such as adding a product to a cart and completing a check out. Both of these steps, and even more events within this funnel, can be classified as conversions – it’s entirely up to you and your team to identify which events within the funnel are counted as conversions, and thus should be measured for conversion rate.
Identifying what your conversions are means you can then identify which events are the most successful, especially when there are multiple conversion steps within one funnel. Within your analytics, you can see the trickle down of conversions from the beginning of the funnel to the end, helping you calculate the number of active users needed at the top of the funnel to meet your conversion rate goal.
Screen flow tracks exits by screen, flow between screens, and total occurrences of visits to screens, visualizing the typical visitor interactions in your app. With screen flows, you can look at a particular screen in your app and see both what users did while on screen and where they went afterwards. You can analyze the screen flow of your defined funnels, but is also applicable to other screens. Screen flow shows you how people are organically interacting with your app, so that you can identify new conversion opportunities from natural behavior. Using this natural behavior as a base for new marketing campaigns, you can capitalize on user interactions and create previously undiscovered conversion funnels.
It’s just as important to know why users aren’t converting in your app and where they are going instead. Within your important funnels and when looking at user screen flows, you can pinpoint the percentage of users who dropped out of a desired conversion process. For example, retail apps can use funnels to see the disconnect between users who viewed a product and those who added that product to their cart. You can also identify where the user went instead of completing the desired event, like if they moved on to view another product page or exited the app altogether.
Once you know where your users are dropping off in the conversion funnel, you can optimize the process to meet expectations and improve conversion rates at each step. One way is to implement reminders on the drop off pages to continue users down the desired path. For example, if a user goes to view additional product information after adding an item to his or her cart, you can enable an in-app message that pops up after a few minutes reminding of the items left in the cart.
Strong analytics beget smart campaigns. The next step in improving conversion rates is targeting and optimization. First, improve your funnels by eliminating any potential roadblocks to conversions. This could be an original element of the UI that turns users off, simply having too many steps in a given funnel, or not having relevant content. Ensuring that the process is as streamlined as possible will naturally improve conversions, as happy users enjoy an easier process.
Second, use this knowledge to run personalized, targeted marketing campaigns aimed at encouraging conversions, such as special promo offers to Facebook fans or reward points for user loyalty. Whatever your ideal conversion might be, build a marketing campaign around it, and use:
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