How exactly to use qualitative analytics to discover “hidden” product insights

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
6 min read

Why qualitative App Analytics is similar to finding cash in your old jeans

We’ve all been there. You awaken one morning, all your go-to jeans are dirty which means you get in touch with among the older bunch. And… JACKPOT! You discover a well-forgotten $100 bill in your jeans’ back pocket. Ah, that feeling.

Okay, but what does could it be want to do with mobile marketing? Great question.

Well, there’s a fresh mobile app analytics solution called Qualitative Analytics, you need to familiarize yourselves with ASAP. This solution will help you to find “hidden treasures” (like profit the trunk pocket) inside your product’s data. These treasures may then be translated into real cash via actionable insights on your own marketing/monetization initiatives.

We’ll explain: Qualitative Analytics solutions present you with tools like user session recordings and touch heatmaps. These features will help you to eliminate all of the guesswork you as well as your team proceed through while attempting to understand your users’ behavior and the reason why behind their actions. Thus, employing a Qualitative Analytics solution can not only save hours of data analysis, but may also enable you to uncover UX/marketing/performance issues you didn’t even understand existed. How exactly? We’ll dive into use cases and real-life examples soon, don’t go anywhere.

Qualitative analytics vs numerical data

You see, many product managers and mobile marketers nowadays use quantitative analytics solutions (numerical data) to track their efforts and KPIs. While that is in no way wrong, these solutions include their inherent blind spots. Numerical data can let you know that something’s happening, typically on an aggregate level, nonetheless it will never have the ability to tell you why.

Your quantitative analytics solution will let you know, for example, your login screen includes a 50% quit rate, that is vital that you know, nevertheless, you do not know why that is happening.

Get your free definitive guide to Qualitative Analytics ebook to learn about how qualitative analytics can enhance your app performance

Qualitative Analytics, however, is focused on understanding the user’s behavior.

It’ll give you tools like:

  • User session recordings – user recordings are among the cornerstones of qualitative app analytics. You’ll get the chance to see just what your users’ journey appears like in your mobile app. Every tap, swipe, and action of each screen is recorded, enabling you to gain instant insights on your own app’s user experience. This consists of users’ interaction with in-app ads notifications and in-app messages, allowing mobile marketers to easily optimize their marketing or monetization initiatives.

user session recording GIF - shopping app

  • Touch heatmaps – this tool aggregates all of the data on various gestures used to connect to an app (taps, double-taps, swipes, pinches, etc.). This data is then presented visually, as a heatmap, on a layer placed on the actual app. This way, it becomes an easy task to literally see where folks are getting together with the app and in what frequency.


Seeing wherever users connect to the screen and when/where their gestures are unresponsive can greatly enhance your in-app campaign optimization game. How users connect to your in-app notifications, banners or messages?

The ROI of the solution is unrivaled. Why? Because unlike numerical data, tools like user session recordings will help you to observe users’ interaction inside your app on an individual level, and touch heatmaps will help you to uncover usability issues. These can make it easier and quicker so that you can find out about users’ behavior and preferences, definitely a lot more than analyzing numerical data. It is possible to put yourself in your users’ shoes, and that alone- is priceless.

Use case: How 365Scores app used Qualitative Analytics to optimize their in-app ads

365Scores is a forward thinking sports app which allows users to find the content they actually want on the favorite sports. A notable leader within the sports category, 365Scores has over 15 million downloads from both app stores.

365 Quote

365Scores is really a free app, and therefore, its monetization strategy is made around in-app ads.

Ads could be a great way to obtain revenue for the app and can permit you to scale and grow, when done right. What do After all by “done right”? Well, or even optimized or monitored correctly, in-app ads can seriously hurt your app UX, your app performance and also offend users.

Reasons why users hate in-app ads:

  1. There’s no incentive to click
  2. Your ads are too small
  3. There’s no relation
  4. Your ads are disruptive
  5. Users don’t trust your ads

365Scores considered probably the most powerful tools Qualitative Analytics provides – user session recordings, to monitor the kind of ads proven to its users. This allowed 365Scores to be proactive- they no more had to hold back to get a complaint from their users. By watching user session recordings from around the globe, their team could see just how ads may actually their users and how an ad potentially affects an individual experience. These were also in a position to seamlessly share those recordings among their support team, which includes aided in proactive outreach and service because of their users.


Additional use case:

In addition to ad optimization, Mobile marketers can (and really should) utilize Qualitative Analytics’ session recordings to see users’ interaction with the many marketing campaigns they’re running.

Think about any of it in this manner – with numerical data, you understand your CTR rate, for instance, is 30%, nevertheless, you do not know the proceedings behind the scenes. With session recordings, it is possible to literally see exactly how users respond to and connect to your in-app messaging, referral programs, banners, etc. Could it be the placement that’s killing your CTR? Or simply it’s banner’s color, size or text? Time and energy to learn.

Recommended tools:

Whether you focus on a mobile app or perhaps a desktop-focused product, we’ve got the various tools for you personally!

For mobile marketers: I’d recommend utilizing a qualitative mobile-analytics tool, like Appsee.

Appsee is among the pioneers in the Qualitative Analytics space and certainly is the leading solution with regards to mobile apps, specifically.

Appsee’s platform offers you all you need, from quantitative analytics dashboard (numerical data) to track your basic KPIs, to more complex features like: user session recordings, touch heatmaps, crash reporting, users flow, navigation paths, etc.

Using such tool will help you to find your personal “hidden treasures” inside your app.

Appsee supplies a 14-day trial offer, therefore i would recommend to just test drive it on your own app and see everything you can already discover.

For desktop marketers: I would recommend using SessionCam.

SessionCam offers among the best qualitative analytics suites for desktop professionals, including features like: user session replays, heatmaps (including mouse movements and attention maps), conversion funnels, and much more. SessionCam offers a 21-day trial offer.

Final words

To sum things up – qualitative analytics is approximately understanding the users’ behavior, stepping to their shoes and exceptional product exactly like they do. This enables mobile marketers to discover problems with their in-app ads these were unaware of, and observe how users connect to their in-app campaigns (push, messaging, banners, etc.).

While finding profit a set of old jeans is fairly a rare (and happy) occasion, finding truly useful and actionable insights about your product with a qualitative analytics solution is fairly common. Qualitative analytics is currently the standard for most of the best apps, and I urge one to try it so that you can understand precisely how powerful that is.

Thanks to Connor Iny for sharing his viewpoint in this article. Connor is area of the Inbound Marketing team at Appsee. He could be a separate social media and content ninja and he is able to discuss tech and Android for days. Connor also LOVES surfing (waves) and skateboarding so when it involves food, he’s about burgers and fries.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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