• Measuring your App’s CX Right: Five Metrics to Follow

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    In a world where your competitors are constantly looking for strategies that can improve customer experience, simply launching a mobile app that aims to solve a customer problem may not be enough for you.

    With over 2 million apps already available in the app store, yours could just be a needle in a haystack, regardless of how promising its features are. Could that mean building an app will no longer be beneficial? Definitely not. So how would you measure the success of your app?

    We have been talking about the right engineering practices for building mobile apps, as well as the factors to consider while hiring a development partner. In addition, we have also already discussed the best ways to enhance performance of mobile apps. In this post, we will go a step further and help you define a successful adoption rate by comprehensively explaining the right ways to measure the customer experience of your app. As customers take center stage across businesses, and delivering a delightful customer experience becomes your key strategy, you need to know how to measure it.

    It is pertinent to note that these metrics need to be taken into consideration at the time you are building the app. There are many techniques adopted by the app developers for measuring customer experience.

    A disappointed and annoyed customer will never come to you. An app once abandoned, will have bleak chances of a re-install by the same customer, especially, when the reason for abandonment relates to a poor user experience.

    In addition, you need to understand that measuring CX is far different from measuring the traffic to any website or the revenue generated. Measuring an app’s CX is not an easy undertaking.  It may turn out to be a futile exercise unless you derive sense out of the insights and define your goals based on them.

    Most app developers follow the practice of A/B Testing. This entails launching the app’s core features to a limited audience, and then improving upon the app based on the feedback gathered. Here, you need to factor in some techniques that will enable you to measure the customer experience of the app.

    The features must be designed in a such a way that they attract the attention of the user on the first go, making it difficult for them to consider abandonment.

    While there are a number of tools available for measuring the experience of an app, you need to go beyond them and create your own ways of measuring the CX. Below we will show you what you need to consider:

    Measuring your App’s CX

    There are several of commonly used metrics that can help you gather insights for the experience your app is delivering. Many app owners hate looking at the reviews and feedback if they turn out to be poor, but there is no better way to take the CX of your app to the next level of excellence. Consider the following metrics to redefine the success of your app:

    1. App’s Ratings and Reviews

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    User reviews and ratings on the app store, give honest feedback about your app’s experience. Looking at these periodically is a highly effective ways of measuring the CX, as well as setting your goals to improve your score.

    2. Duration of Sessions

    The duration of sessions is a good indicator of the experience a user has with an app. Most of the users are likely to spend more time using an app if they like the experience. This happens regardless of the real needs of the customers.  Humans have a tendency to get hooked on apps that offer an engaging experience. The shorter the duration, the higher the chances your app is not liked and needs improvement.

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    3. Feedback within Apps

    This is a crucial and effective feature to have in an app. In fact, this can prove to provide better options than going in for reviews and ratings on the app store; the feedback is more direct and likely to be genuine. It can also save you from public criticism and protects the identity of the user providing commentary.

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    4. Rates of Abandonment after Onboarding

    First-time users would often tend to download an app and try it out. However, they are likely to discard it too. While there is no clear path defined for tackling this immediately, studying the rate of abandonment over a period of time and identifying patterns among new users can help you narrow down at the problem and controlling the abandonment rate.

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    5. User Sentiments Logged via Social Media Tools

    It is quite essential to evaluate and measure the sentiments of customers about your app. The users may not have the same feelings or experiences  as you do. The customer sentiment metric is the best option to determine how the user of an app perceives it, and how they react to it emotionally. The customer sentiment metric allows you to respond to the emotional reactions of the users while using your app. There are tools that can help you track emotions of the people towards your app, and they include: Google alerts, social media or mention etc.

    Improving your App’s CX Based on the Insights

    Measurement is a highly critical and challenging exercise in app building. Once you have collected the insights, they will be futile if you do not act on time. These insights mirror where you stand, and give you a roadmap for heading to the top.

    Analyze and Act Periodically

    All of the above-mentioned metrics should be resorted to periodically; measuring app CX should be a consistent exercise. You need to define a period of time to repeat the measurement, and define your goals further.

    Personalize Content

    Personalization sits at the top of all customer experience strategies that businesses need to embrace today. Customers expect the businesses to know and remember them once they have their first interaction. The more personalization you offer, the greater will be the engagement.

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    Enhance Usability

    The mobile user experience is absolutely crucial, because with a single mistake, hundreds or thousands of sales could be lost. There are several key factors that impact this user experience, and each one plays a part in making sure that the user’s needs are fully met. Hopefully, this can aid you in overhauling the mobile user experience that your business is providing, and help it stand out from your competition with innovative functionality. You can find out more here: 10 Crucial Steps Towards A Remarkable Mobile UX.

    Conclusion

    Building an app is not confined to its engineering alone. Regardless of how highly skilled a development team is, and how effectively an app can address a customer’s pain point, it won’t be a success until you are sure of the experience it delivers to the user. App developers run their apps through multiple internal testing and quality assurance processes to ensure they deliver the best to their customers. However, the entire purpose may be wasted, if they do not measure the CX being delivered through their app.

    If you are looking for any help on building any digital solution for better customer or employee engagement, this an area where we can help. Please contact us at info@netsolutions.com.

    Amit Manchanda

    About the Author

    Amit Manchanda is working as Project Lead at Net Solutions and has over 9 years of experience in technologies like ASP, Adobe Flex and Android. He has been part of SME (Subject Matter Expert) Group for RIA applications. He has good understanding of analyzing the technical need/problem of client and providing them the best solution. He enjoys interacting with his team & is passionate about his work. In his free time he loves to listen music, watch Cricket and play with his daughter.

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