Guest post by Alec Andronikov, CEO of Just Sing It
Just Sing It is a gamified karaoke app that allows users to sing and share their favorite songs, guess songs with other game players, and earn rewards. Singers can rise through the rankings and fans can follow and interact with their favorite singers right in the app.
We first launched Just Sing It with a simple goal in mind: creating a fun, social, experience for our users. When Just Sing It hit #1 in the Music category of the App Store just two weeks after we launched out of beta, we knew we’d succeeded! We also knew we couldn’t stop there...
Just Sing It users can browse other user's profiles and listen to the songs they've recorded.
The mobile gaming market is extremely competitive. To win in the competition for users’ limited screen time, it’s not only important to have a winning concept, but to constantly improve upon it by updating current features and adding new ones to keep users coming back. To do this well, it’s important to have a deep understanding of how users are interacting with your app and what features are getting them excited.
When we first launched, we were using a basic analytics platform but soon realized it wasn’t giving us all the answers we needed. We could track how many users were completing games within the app, but from a product perspective, it was more valuable for us to learn about users who didn’t complete a game—where were they dropping off and what were they doing next?
We switched to Localytics because it gave us the ability to track user flows and session metrics that we didn’t have with our previous analytics solution. Since then, Localytics has become an indispensable tool for our product team. In particular, three metrics we use in Localytics have been key to our success as a mobile game:
Localytics gives us the ability not just to count the number of times users complete an event in the app, but to track users across a succession of events and analyze what they are doing at every step.
In Localytics, we’ve created funnels for several processes in the app, including user registration and game play. By looking at these funnel metrics, rather than at conversion rate alone, we are able to pinpoint exactly where and why users who don’t complete the conversion event are dropping off. Our product team uses this information to iterate on the process and user interface at those critical junctures, and measure the outcome of these iterations.
Any call to action, like the "Request Diamonds" and "Buy Diamonds" buttons in the screenshot above, can be tagged as an event and tracked as part of a funnel.
In one funnel, we noticed that users who started a game by listening to another user’s recording would stay with the game through guessing the song, but often dropped off when prompted to “sing back”—record a song of their own for the other user to guess. Our product team released a new version of the game flow to make “singing back” optional, and as a result, saw users playing the game much longer and guessing more songs.
Our goal is to create a game so engaging that users don’t want to put it down. Session length is one of the best measures of our progress towards that goal. Longer session lengths usually indicate that users are spending more time per game, playing more games per session, or both.
Using Localytics data, including funnel analysis as described above, our product team has made changes to the flow of the game which resulted in 100% growth in average session length.
We face stiff competition from new games every day. That’s why we’re constantly working to evolve and improve upon Just Sing It by adding new songs, new functionality, and new features to keep users engaged and excited to play.
Measuring retention shows us how well we’re doing our job of keeping users interested. The ability we have in Localytics to track retention by daily, weekly, and monthly cohort, and by segments, helps us see which updates are having the greatest impact on retention. For example, if we released an update to the app in March, and the user cohort that month retained at a significantly higher rate than cohorts before the update, we would consider the update a success.
Creating a successful mobile game takes more than a good idea. From our experience, we’ve found that understanding user flows, as well as engagement and retention metrics, is key to winning in this competitive vertical.
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