KPIs for apps – optimise your Mcommerce Apps and Mobile UX

David Linder

David Linder

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

Which KPIs can help retailers optimise their mobile apps?

Well, you’ve finally launched your app and like other app makers in the retail space, you want to to improve engagement together with your users and generate profits. You’re monitoring your downloads and sources, but is that basically enough to comprehend your users and find out why is them stick? Are you considering in a position to fully optimise your app predicated on these details alone?Applications and KPIS

The answer is really a pretty firm NO. You could be monitoring certain elements or metrics of one’s app, but could it be really providing you the knowledge you will need? Going one step further, you should be monitoring the proper KPIs under those metrics. Since when it comes because of it, KPIs are where in fact the clues are in – these will show you in optimising your app and increasing conversions.

In this post, I’ll concentrate on how you can optimise your Mcommerce apps by diving into some KPIs that matter most.

If you’re a retailer, you’d desire to be monitoring the metrics under Acquisition, Engagement and Outcome.

Breaking it down even more, you can find scores of KPIs it is possible to identify under every one of those umbrella metrics. Apps for retailers certainly are a original possibility to engage their audience and those that succeed have the sticky factor and deliver experiences to users which are filled with value. As it pertains right down to it, app makers, which pertains to all verticals, have to recognize that their apps come in the palms of these users every waking hour, which opportunity should not be wasted.

This further underscores the necessity to be monitoring the main element metrics and is a superb start, to exceed and identify those KPIs which will be offer the opportunity to understand how your audience engages together with your app, also to refine as needed.

One powerful method of achieving this is via the usage of Visual App Analytics, as Appsee provides, which empowers one to have a deep dive in to the user experience and behavior never to only understand the what, but additionally the why behind the KPIs.

Useful KPIs to optimise your App and mobile user experience

Let’s check out the KPIs that Personally i think would help retailers optimize their apps and maximize the entire mobile user experience:


The acquisition of new users and just how many is really a metric of vital importance. By monitoring several important KPIs of this type, you should have the information you have to optimize the procedure of User Acquisition. There is no doubt a mcommerce app maker really wants to acquire as much users as you possibly can, but moreover an app must gain users that are actively engaged and use your app. That said, let’s have a look at some KPIs to monitor under this important metric.

  • % of users that changed into active users

The major challenge of app makers everywhere is identifying the amount of users which are considered top quality and will supply you with a solid Lifetime Value (LTV-LINK). When all is said and done, it really is these users that may bring your app a continuing blast of revenue, the main element element in a retailer’s survival.

By monitoring the channels (such as for example referral, social, ad campaign, etc.) where most active users originated from, additionally, you will learn what channels you should concentrate on and optimize so that you can gain more vigorous users and allocate your allowance accordingly. You might like to re-target your users with other supporting ads on Facebook with discounts along with other offers. The channels you identify as weak, you should look at cutting, and focus elsewhere.

The Onboarding experience is merely one way which you are able to raise the % of active users, because it allows the app showing value and helps users learn how to utilize the app efficiently.

For example, you don’t desire to overload your first-time users with an excessive amount of information. Just suggest to them what they have to get to another step. You can view more guidelines for onboarding in this article.

  • Cost per customer acquisition (CAC) of every channel

By monitoring this KPI, retailers can gauge just how much they’re spending to obtain each customer and allocate their marketing budget to the profitable channels. Decreasing the expense of acquiring customers while maintaining a higher degree of user activity can be paramount to presenting an effective app.

In a nutshell, it would appear that LTV (LIFE Value) ought to be about three times CAC for a recurring revenue model.  All costs involved with acquiring a person and converting them ought to be considered. For the CAC calculation, please read this post. 


Engagement covers metrics which will let you know what percentage of users stick to your app after downloading, user flow, just how much time they devote to each screen, and what actions they take, amongst others. Here are some KPIs you need to concentrate on:

  • User Retention –  By Monitoring retention rates, it is possible to determine which sets of users are increasingly being retained band can optimize your app accordingly. One method to do that is by personalizing their user experience (UX) to improve engagement.For instance, you might note that active users in an organization are increasingly being retained after delivering more international sporting event related news. You should use those findings to personalize their experience even more by delivering content that’s more global and sports related, hence upping your app’s retention rate. As it pertains right down to it, retaining users will drive more purchases. 
  • Session length – Monitoring session lengths is of vital importance, as it is possible to determine the engagement levels and the interest of one’s users. In the event that you see active users are converting when being taken up to a particular checkout process, after spending significant amounts of time on certain screens of one’s app, you then would want to optimize your app to add the same forms of screens on the path to checkout.


These will be the areas where users convert in your app. That’s where you’re actually making profits and includes elements that produce an economic effect on your business such as for example ad revenue, in-app purchases, sign ups or subscriptions. Two KPIs beneath the outcome metric worth mentioning are:

  • 1. In-app purchases – Say, for instance you visit a certain band of users from a location of america abandoning their carts. You understand that you will be delivering a checkout process that will require an excessive amount of interaction, or in the event that you realize there’s a technical problem when adding certain sets of items. You just do it with optimizing your app, such that it only requires a few steps, and will be offering a variety of payment methods. Additionally you have to address any technical conditions that could be negatively inside your conversions.
  • 2. Average sale for user – Different users have different purchasing patterns, some may purchase a large amount of low ticket items, some just a couple among others might purchase expensive items, several times per year.By monitoring the common sale per user, you’ll be able to personalize different offerings to different users. For instance, for high ticket purchasers, you might like to offer complementary items free of charge over a particular purchase prices, or perhaps a discounted bulk rate for smaller ticket items. Consequently, in so doing, you will raise the average sale of an individual.

Putting everything together

By drilling into KPIs beyond the main element metrics, become familiar with more about your audience’s…well almost everything. From what they prefer to buy on Sundays during winter from what kind of content they consume around holiday time.

By deciding on the best KPI mix for the business and optimizing as needed, you will discover your app always just a stone’s dispose of from peak success. I say always because app optimization is really a constant recurring process that with the proper tools should ultimately turn into a well-oiled optimization machine.

Image/Copyright: Shutterstock
David Linder

David Linder

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

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