Last Updated: October 2023
ASO (App Store Optimization) is the process of optimizing mobile apps to rank higher in an app store’s search results. The goal of ASO is to drive more visibility and downloads for your app. But the ultimate goal of any app is not just to obtain downloads but to engage users, as engaging users lead to more loyal and profitable customers. User engagement metrics, therefore, are the key to the success of an app.
To understand user engagement metrics for ASO, let’s hear what an ASO expert has to say. According to Dave Bell, the CEO of Gummicube, “Engagement metrics are essential to understanding the quality of the users you are acquiring with your ASO strategy.” Thus, it is vital to understand user engagement and how they are measured.
User Engagement Metrics
User engagement metrics are the quantifiable measures that evaluate the level of user activity in an app. There are various engagement metrics, and each of them is critical to evaluate different user activities or behaviors. In this section, we will discuss the crucial user engagement metrics you should track and analyze.
User retention measures the percentage of users who continue using your app after installing it. It reflects the satisfaction of the users with the app and the value it provides. User retention is essential because, in today’s competitive app market, users have many options to choose from, so if users are not happy with the app, they will quickly abandon it.
The Session duration is the amount of time a user spends on your app per session. It represents how engaged or interested users are in your app and what appeal it has to the users. The longer the session duration, the better it is for the app as it indicates that users are finding value in using the app.
Screen flow measures how users navigate through your app. It represents how users interact with your app and if they can complete specific actions. Understanding screen flow helps in identifying the areas of the app where the users are struggling or finding it challenging to navigate.
Conversion rate measures the percentage of users who complete some actions after installing the app, such as making a purchase, subscribing to a service, or filling a form. It represents the success rate of the app in converting users into customers or fulfilling the app’s main objective.
Reviews and Ratings
Reviews and Ratings reflect the users’ satisfaction with the app, the usefulness of the app, and the overall experience they had after using the app. Reviews and Ratings play a vital role in ASO, as they impact the app’s visibility and download rate directly.
Measuring user engagement metrics is vital to app development and ASO. User engagement metrics help in understanding how users are interacting with the app, identifying what is working and what is not, and making data-driven changes to improve the app’s performance.
In conclusion, understanding user engagement metrics is crucial to the success of an app. By tracking and analyzing user engagement metrics, app developers and ASO professionals can gather valuable insights into user behavior, make informed decisions, and optimize the app to improve user satisfaction and retention. So, ensure that you are tracking the critical user engagement metrics discussed above to achieve your app’s goals.