Welcome back again to this series! Over the past two weeks, we’ve reviewed a checklist of necessary steps to take before launching your next iOS app. From your Product Page listing to marketing your app, if you’ve been following along, chances are, you’re off to a good start. Today, we’ll wrap up the series as we talk about what happens after that momentous launch into the App store!
Reviews and Analytics
Just as you would with a website, implementing, monitoring and learning from your iOS app’s reviews and analytics is a critical part of a successful app, both at launch and in the long term. Knowing how customers are using (and not using) your iOS app will provide valuable information and should influence decisions throughout the app’s lifecycle.
- Define Success Metrics: Take time to think through what metrics would indicate to you that your app is a success. Is it a high number of downloads? A specific revenue amount? Engagement through daily active sessions? The answer will vary based on your business model. Once you have those success metrics defined, you’ll have a clear path for how to integrate, measure and review your analytics moving forward.
- Integrate Analytics: Luckily there is a host of options available for integrating analytics into your app. While there are plenty of options to choose from, we always like to share the following with clients. Running the gamut from basic analytics available in iTunes Connect to heavy hitters like Mixpanel, the following services are a great starting point as you begin the selection process.
- App Analytics from iTunes Connect: For basic info about your iOS app’s sales, usage, crashes and app store presence, definitely look into App Analytics from iTunes Connect. It’s free (yay!) and they are always adding new features, however, it’s important to note that most of the information is fairly basic and if you’re looking for an in-depth report, you’re going to want to explore one of the other services we discuss below.
- Fabric Answers: A step up from iTunes Connect, Fabric Answers (via Crashlytics) is a great solution for those looking for more details. It’s also free and allows you to track common events such as sign-ups, logins, purchases and more, all in real time.
- Mixpanel: If you’re ready to take your analytics game to the next level, consider Mixpanel. They have a free version, but you’ll most likely need to upgrade to the paid subscription as your app launches and grows. Mixpanel’s strengths lie in the details in that you can track where users are dropping off in your funnel, send push notifications to specific user groups (say users from Raleigh who haven’t visited your app for two weeks), powerful A/B Testing, in-app surveys and much more.
- Reviews: We all know that once your app has launched, the story doesn’t end there. To have a sustainable app for the long haul, you have to constantly improve features behind the scenes. Be aware of what users are saying on social media and the ratings/reviews about your app. Their feedback will show you what features most resonate with users, as well as where your pain points lie. Don’t allow (sometimes) harsh criticism to fall on deaf ears. Consider what you can do to improve the feature: is it through a better workflow, different positioning, bug fixes?
After launching your app, set specific times to review your app analytics against the success metrics you established. Note where people are spending the most time, what trends you see in user flow through the app, how your daily active users and monthly active users stack up against your goals, etc. Taking time to review your analytics and customer feedback will show you how to plan for future releases.
We hope these past few weeks have been helpful as we’ve reviewed all the basics of preparing to launch your iOS app. If you’re in the process of creating your own app, we’d love to chat with you!