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5 Key Enterprise Mobile App Metrics That Matter
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By [x]cube LABS
Published: Oct 30 2015
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Businesses are building mobile apps for their employees, customers and processes. Most of them are spending considerable resources in their mobile projects. But still many organizations are struggling justifying ROI of their mobile spending. Finding the right metrics to focus is critical to calculating the success and resultant ROI of your enterprise mobile app. Here are 5 key enterprise mobile app metrics that matter
1. Enterprise App adoption
How many of your customers or employees have downloaded the mobile app? Not just numbers but also percentage as numbers can sometime be deceptive. Is it in expected lines? It would be worth remembering that app downloads and installs in their own don’t define success of your app. But is a good starting point.
2. App usage and retention
This is the key after you have succeeded in getting a good number of downloads. How often and long do your employees are using your apps? How do different target groups are interacting with your app? What is the average time spent in your mobile app? How many users are active?
3. User experience
Is your app smoothly running? How long does it take to load? How good is your user onboarding process? How often your users are reporting of app crash? Most of the enterprise apps fail to succeed primarily because of poor user experience. Used to cool, sleek and personalized app experiences in personal lives, users today demand similar experience from enterprise apps.
4. Goal Achievement
What are your goals? The goals will vary for each app. For a HR internal app, it can be efficiency, faster approvals, time & cost savings etc., whereas for a field servicing app, it can be labor time saved, productivity, cost savings etc. Are you achieving the set goals?
5. Funnel Behavior
There are 4 stages to your mobile app funnel- onboarding, engagement, conversion and retention. Funnel behavior will be different for each app and would hugely depend on the nature of app- productivity, ecommerce, customer servicing etc. Tracking funnel behavior at each stage is important.
There are power analytics tools available that can give you detailed data on all key enterprise mobile app metrics mentioned above. Chasing the right metric will not only help you to define success and measure enterprise app ROI but will also provide actionable insights and input to further improve your app and optimize its success.
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