mobile apps - measuring their effectiveness
TRANSCRIPT
Measuring the effectiveness of mobile appsFor non-profits
Shanelle Newton Clapham
6 November 2014
Hello internet!Mobile hit critical mass in 2011
What we’re going to cover
1. Common pitfalls & mistakes 2. Why some apps are more successful 3. Measuring Effectiveness of your App4. Tools for monitoring app activity.
7 mistakes non-profits make
Build an app:1. that doesn’t do anything 2. & not promote it 3. & not invest in a responsive website 4. & not launch it with an appeal/ campaign 5. & not track its usage 6. & not keep it up to date 7. because they think they should .
SuccessWhy some apps are more successful
A clear vision & purpose
Know your audience
BBC’s mobile user groups
The user
Easy to use
Launch with a strategy
Get lots of people to download it
Constantly improving & up to date
Recap: Why some apps are more successful
- Vision & purpose- Meets a need- Great experience- Smart strategy - Popular- Keeps improving
Measuring the effectiveness of your appYou’re crazy if you don’t
70% of global brands have no metrics or strategy in place!!!
January 2014- 1.4 million apps available- 1 billion iPhone apps downloaded mth- Ave. user has 15 apps installed- 25% never used again after download.
It’s unbelievable
What to measure
Users. Behaviour. Performance.Unique Drop off Load timeDownloads Actions CrashesSessions Social Platform
Mobile app analytics toolsUsers. Behaviour. Performance.
- Google Mobile App Analytics- Webtrends mobile analytics- Flurry- Appsflyer- Bloodhouse QA- Test & Target- Adobe AudienceManager.
Free chapter of book
http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/integrating-digital-fundraising-mix/http://www.parachutedigitalmarketing.com.au/shop/
Questions?