Consumers have seemingly endless apps from which to choose, so app owners need to think about to how to create exceptional mobile experiences that stand out. That is done by first analyzing and measuring the mobile user experience (UX). You can then give your users what they want via app optimization.
Learning the Why
To discover the why of user behavior on desktops, for example, you have to move away from traditional analytics like Google, which provide only the what.
Many companies provide excellent visual analytical tools that go beyond traditional analytics for analyzing the desktop user experience. One is Inspectlet, which monitors how visitors are using the site via user session recordings and eye-tracking heatmaps that analyze site usability. Crazy Egg is another great tool that tracks website behavior by providing detailed visualization using heatmap recordings.
In mobile, applying such tools used to analyze desktop website behavior is more of a necessity. That is due to the constraints of the user interface, such as screen size, as well as operating systems coupled with connecting with the user instantly. By applying the use of such analytical tools for mobile, app developers and publishers will be able to dive deep into the user experience and see the app through users' eyes.
Beyond seeing what needs optimizing, employing the use of visual mobile analytics will empower you to enhance connections, thereby increasing engagement, conversions, and in-app monetization, making it a must-have app.
Optimizing the Mobile UX via Visual In-App Analytics
The basis behind visual mobile analytics is that it lets you understand how users interact with your app as if you are using the app with their eyes. That can help you streamline the optimization process.
Below are the three main features of visual in-app analytics that are imperative to gaining a deep-rooted comprehension of your users' experience. (Examples and screenshots are taken from Appsee Mobile App Analytics.)
When you take a look at the touch heatmap recordings of live user sessions provided via in-app analytics, you will discover the reasoning for their actions by seeing which parts of the screens they are focusing on.
For example, you realize that your call to action (CTA) on one screen is not responding when a user taps on it following a specific sequence of actions. In the recordings of hundreds of user sessions, you see a consistent tapping in the same area of the screen, which you discover is due to your misrepresented and/or misplaced CTA. You deduce that this is the reason many users are exiting from your app. So, now you can develop a plan of action to fix this issue. Another example: You change your entire onboarding process when you realize your users are not taking the free online tour prior to registration and are skipping it entirely.
User recordings are another great feature in-app analytics offers. It can tell you why users prefer to take one particular route from screen to screen to reach a certain point. You see their journey and can identify which actions they perform within the app. By learning that one of the images in the sequence might be playing into their decision for their navigation, you make changes. You decide to optimize your app and remove the route less traveled to avoid any confusion.
Another user recording communicates the reason that users are abandoning their carts that include a hot particular sale item. The sale item information is not showing up for particular items in a certain class, so rather than your users just removing that item, they get frustrated and just abandon their entire cart. Now you can just optimize and make all the items in that class appear with the appropriate information and enhance the user experience, preventing decreasing abandonment and heightening in-app sale conversions in the process.
Real-time In-App Analytical Visual Reporting
Real-time in-app analytical visual reporting presents all aggregated user actions in the form of visual reports to enable app owners to gain insights into the user behavior. For example, you can detect which screens contain a problematic or confusing UI or can understand the user flow between screens in your app. Then you can then improve the usability and expectations of your users.
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In the incessant and persistent context of optimization, app owners will be able to take all their newly gathered insight and analyze it, conduct user testing (if applicable), see what gets better or what doesn't, optimize the app, and then release it again.
All that can help you on your way on the golden road of app success. You will always find new things to improve based on your analysis.