How App Developers Are Using Google Analytics To Improve Design
I heart data. One could say that I am a bit of a data nerd, but please don’t hold that against me. I also heart Google Analytics and for good reason, I was once a beta tester many years ago. I actually started with GA back when it was basically urchin. With all of this data comes power, but how do we take advantage? Analyzing user metrics is crucial for understanding how people actually interact with your app. With the recent integration of Google Analytics into Google Play Developer Console accessing those metrics has become much, much simpler.
Google Analytics helps developers improve every aspect of the app, from marketing through to user experience. If you set things up correctly, you can use key metrics to improve your app and increase your profits.
Reducing App Crashes And Malfunctions
According to a 2012 study by Bug Sense 42% of Android users will remove an app after it crashes. Even for free apps 25% of users will remove it after a crash. This illustrates why improving app stability and efficiency is so critical. Google Analytics provides feedback on malfunctions and crashes so that these can be minimized.
Increasing The Number of Installs
Installs is a useful metric for determining whether your app description and the screen shots are leading to installations. The install statistic is the number of user who are referred who actually click the install link for your app. Using the install metric you can make changes to your description and see how it impacts the number of installs. Through testing the copy for your description can be optimized to lead to the highest number of conversions.
Improving Your Marketing Campaign
You want to know which promotional efforts are actually creating new users for your app. If specific advertising campaigns are driving more users you can increase spending on these ads. Marketing efforts which are leading to fewer installs or new users can be reduced or removed from your marketing efforts.
Optimizing User Duration
Analytic can be used to understand the average duration that your customers are your app for. One thing to look at is whether any particular behavior in the game is unnecessarily extending duration. This might include actions such as returning to menu or undo. This could indicate that these areas need to be improved so that your user is able to achieve what they want more efficiently.
Analyzing Average Screen Time
Looking at the average time spent on specific screens can tell you about whether the UI is too complex. This might mean that the screens need to be modified and elements removed. If you see that your user is having to navigate back on forth through the app screens this could an indication that the UI needs to be streamlined.
App development should be a continual process which is involves improvement based on user feedback. Google Analytics is one of the best source of measurable data for making those changes. Through analyzing metrics and testing you can improve the experience for your user while maximizing the apps profitability.