User Experience KPIs Your Brand Should Watch

Some brands don’t understand how to measure the user experience (UX) of their website. While you may not have considered this, it is a common problem for brands these days as UX is being thrust into the spotlight.

Many brands are not sure how to measure something like user experience, thinking it would be difficult to measure quantitatively.

Activity rate measures the amount of time spent interacting with items on a page. Basic metrics like conversion rate, bounce rate, session duration and page views are important information that marketers need to understand. However, it is important that you do not stop there. These metrics do not give you an understanding of the ‘how’ and ‘why’ behind user behavior.

Here are three KPIs that should help you have a deeper understanding of how your customers are interacting with your website.

Activity rate

Activity rate measures the amount of time spent interacting with items on a page. Rather than looking at just the time spent on the page, it can help tell you more about how your website is being used.

Here you measure the time users take to actually complete tasks on a web page. This is far more useful than simply measuring how long users spend sitting on your page because users could have opened other tabs and be reading them.

Engagement rate

Creating great calls-to-action is an art. Fortunately, measuring the effectiveness of your calls-to-action is a science. Engagement rate is the number of visitors that interact with a particular call-to-action. This number is expressed as a percentage of the number of users that visit the page.

It is essential that you pay careful attention to this metric. Don’t forget to monitor you call-to action engagement over time. This will allow you to understand whether changes are making a positive or negative change. This will help you optimize you calls-to-action for maximum effectiveness.

Time before the first click

The first click on your website is often the most important click. The time between landing on your website and clicking on something is a key time that should be paid attention to.

During this time the user is forming an impression of your brand and processing the information you have chosen to present them with. They are also deciding if they want to take action and what action to take. Understanding this time frame can be useful information. A long time before first-click could mean that maybe the website is confusing or input forms are too complex.

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Improve the Effectiveness of Your Mobile Messaging

For most businesses, mobile marketing is a given when you consider the amount of time spent on mobile devices by individuals in the modern world. Surprisingly, many have yet to understand the power of mobile marketing and have not yet started marketing in the mobile environment yet.

If you are new to mobile, you are able to build upon 10 years of experience that many mobile marketers have already invested in the medium.If you are new to mobile, you are able to build upon 10 years of experience that many mobile marketers have already invested in the medium. You can easily skip some of the early stages that many businesses went though only to learn that there is a better way to do things. Such as early mobile experiences that were essentially a company’s web site crammed into a mobile environment.

These days most mobile app development companies and mobile marketing companies understand that users want an experience that is different on their mobile phones than they are presented with while on their laptop computer.

You will want to create a mobile experience that considers who is using your app and how they are using it.  Your mobile app should have specific benefits for your customers.  Don’t be selfish trying to push your agenda, instead consider how your app can help your customers.

As part of improving the user experience, you will want to improve the messaging in the app. One way to do this is by personalizing the messaging. To do this you will want to create a data program that allows you to understand each user and deliver messaging based on their prior app usage.

A great example of this is Amazon’s mobile app which will make suggestions based on past behavior. For example if I search for books from a certain author, they will make several suggestions of books that are similar. By doing so, they improve my level of satisfaction with their app and brand. If they were making suggestions that were completely irrelevant it would obviously reduce the quality of the user experience.

By delivering relevant messages, you can capitalize on the desires that your users already have. You want your mobile app to enable users to be able to act on their existing desires.

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Give Your App Users Fewer Decisions to Make

From the very beginning, the mobile experience was intended to be made up of simple, quick experiences. With devices having a small form factor and users often multi-tasking while using your app, if you are displaying more than two to three options per screen, you are creating too many decisions for people using a smaller screened device.  Make sure that you or your mobile app development company is making your application easy for your users to use by reducing the number of decisions users are asked to make per screen.

24926701680_b7e94b6af4_z1Think about what you are displaying on each screen and why. What is the user doing on each screen? What info do they need to accomplish their task on each screen? What information is not necessary and just getting in the way? Make a careful examination of content and determine if it is the right information for someone to make the decision to move to the next-step. By taking the time to determine what information your app’s users’ actually need to make each decision and eliminating the rest you can cut down on the cognitive work load and improve the user experience.

Many companies will release mobile apps that simply have too much content on each mobile screen. The problem with this is that it does not help users make a quick decision.  Instead of just assuming users will work their way through whatever you want to display, consider how you can help the user take the next step.  Think about what decision you want each user to make on that page. Do you want them to purchase a product? Contact you for more information? Then when you know what action you want users to take on each screen, decide what is the information is necessary for users to be able to act.

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3 UX Design Tips to Improve Your Mobile App Design

While mobile devices and apps have experienced huge growth over recent years, not every mobile app that is available to download from one of the app stores is performing as well as the business or mobile app developer that created them is hoping. This can be for a variety of reasons, anything from the business not adequately promoting it to users not having a satisfactory experience with the app.

When designing your app you will want to make ease of use a top priority.Here are 3 ux design tips that help you make improvements to your mobile app:

Make Ease of Use a Priority

When designing your app you will want to make ease of use a top priority. Consider how efficiently users can complete tasks. Is your app an effective tool for its users? Can they easily complete their intended tasks? Beyond that, does it engage users while completing tasks? Apps that fail to engage users consistently underperform. Think about these in terms of producing user satisfaction and work to design an app that not only allows users to complete tasks easily but it must also do so in an engaging way.

Utilize Patterns

In any app design, consistency will reduce the need for users to re-learn how your app works as they are going through it. Often, the best choice is to make use of well-established user interface patterns or symbols when the interaction is common and already well known by the average user. Examples of this are using the email icon to let someone contact you. This is a generally accepted symbol that can be easily understood by your app’s users.

Placement is another area that you can leverage patterns for your benefit. If users are used to looking to a certain part of the screen to complete a task, don’t make them work harder by putting it elsewhere.  To make your app as easy to use as possible, you want to follow already established patterns rather than creating new ones that your users will need to learn while they are using your app.

Look at several other popular mobile apps and consider the placement of navigation.  You will find that navigation tends to be in similar areas from app to app. Your users know this and their eyes will automatically go to that area when they want to complete a task. Disrupting this pattern can cause confusion and strain for users. You don’t want to make your users work to use your app.

Study Competitors

You will want to perform an honest evaluation and understand your app’s strengths and weaknesses, especially relative to those of your competition’s apps. Work to make your app stand out if you want to win customers. What are the areas that are most valuable to users? Are you making sure your app out performs your competition in these key areas? If not, make an assessment of not only your app and your competitors’ app but get to know what your users are looking for from your app. From there you will want to focus your efforts on winning these key battles.

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Why you want Eye Catching Screenshots for your Mobile App

Human beings tend to be very visual. Because of this screenshots are an important part of your mobile app’s app store listing. In fact, less than 2% of app store visitors will open the full app description. Often a customer’s perception of your mobile app is primarily influenced by the quality of the screenshots.

People are influenced more quickly through visual communication than written communication, so businesses and mobile app development companies that put extra effort into their screen shot selection will be at an advantage over competitors that don’t.

2909483129_fc38488202_zThis is your chance to show your app off, so make sure you spend the appropriate time designing high quality screenshots that show off your app. But keep in mind that your screenshots won’t excite users unless your user interface design is impressive.

When you are picking screen shots remember that visitors to your app on the app store are all asking themselves a very similar set of questions. First they want to know if the app can accomplish the task they want accomplished. Second, they want to know if your app is of an appropriate level of quality. Finally, they are trying to validate the decision to download your app, is it worth the time and money?

As part of this process, customers will typically examine app screenshots before they look at the app listing. Typically a customer feels that if the screenshots look good, the app will be good. Conversely, if the screenshots don’t impress them, they then believe they won’t like the app. At that point there may be no need to further read the rest of the app store listing. Because of this, your screenshots have two jobs: first they need to grab the attention of potential users and then they need to convince them to download your app.

Remember that only one screenshot shows up in search, so make sure you upload your most impressive image first. Perhaps even consider creating an advertisement for your app for that first screen shot. First impressions are crucial.

Screenshots can be used to help advertise your app. Feel free to add text and graphics to your images to highlight your mobile app’s functionality. You are not limited to posting generic in-app shots. Feel free to emphasize the benefits and unique features of your app.  Uniqueness can be very powerful when advertising your app, make sure to go out of your way to emphasize why your app is different from your competition.

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How to Optimize Your App Store Keywords

The number of mobile apps in app stores has been growing in leaps and bounds and now it is somewhere around 2.2 million apps in the Play Store and 2 million in the Apple App Store. At the same time, the rush to grab the top positions in the app stores is getting more intense and it is getting harder to make an app that will attract the attention of the big audience. Users normally go to the app stores, look through top-grossing apps, featured apps, or open the search and enter various keywords associated with the application they want to download. For new apps, it is easy to get lost and never be found. That’s why making your app visible is vital to reaching your target audience. And one of the most efficient approaches to making your app discoverable in app stores is keyword optimization. Here are some tricks every mobile app developer should learn to optimize your app store keywords.


Do not be afraid to put every word in your head or anything that comes to mind down on paper, then reread it later to edit and decide on meaningful words.

One of the most efficient approaches to making your app discoverable in app stores is keyword optimization. Know your audience

To successfully pass a message to someone, you must know who that someone is. What factors will make them want to download and use your app? Though identifying their location, language, age, gender, etc. is a very important step, going deeper will help you determine how to attract them. What terms do they use to search for your app? Knowing the keywords users associate with your app will help you get some valuable data you can utilize to improve your marketing. You can also send out surveys and ask for feedback on your app.

Check out the competition

There are a number of sneaky online tools like MobileDevHQ, App Annie and SensorTower that allow you to see what your rivals are bidding on. Also, web tools like Google Trends and Google AdWords can tell you what keywords competitors are using and how you can use that information to enhance your search ranking.

Learn how to enter keywords

When it comes to optimizing app store keywords, never use spaces. Rather, use commas to separate keywords. Also, consider using common typos and plurals, especially if you’ve got some characters left over.

The bottom line

Keyword optimization is not a one-time thing, that’s why you need to continually test and optimize your app store keywords. Remember app stores are constantly changing and you need to keep abreast of changes.

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In-app Payments Exceed Up-front Payments for Mobile Apps

In-app purchases have become an increasingly common way for mobile application developers to improve their mobile apps and generate revenue. It is often seen as an alternative to up-front payments or in-app advertisements.

A new report from an American research and advisory firm Gartner reveals that mobile app development companies make more money on apps with in-app payments than they ever did on the up-front payment model or the advertising model. The survey showed that mobile users tend to spend around 24% more on in-app purchases than up-front app payments.

Mobile app developers make more money on apps with in-app payments than they ever did on the up-front payment model or the advertising model.The results show that users enjoy a more flexible experience when purchasing features inside an app than paying for an application that may not have all the features they are looking for. Consumers can test the app for free before they decide to pay for extra features. This can be anything from the ability to remove annoying in-app ads to better push notifications. A user will also be thrilled if he or she can download a game for free and use in-app payments to unlock levels.

In general, the survey results revealed that users spent an average of $9.20 on in-app purchases, according to Gartner research director Stephanie Baghdassarian.

Despite the fact that not everyone will be convinced enough to utilize in-app transactions, app users see the value and are likely to spend more.

Age was a factor too. Younger users (ages 18 to 34) spent more money on in-app purchases while those over 45 years were more likely to just purchase an app outright. Also, the study confirmed that younger users are unlikely to change their preference any time soon. That presents some good opportunities for mobile app developers to cater to their products accordingly.

Baghdassarian added that a great customer experience increase customer advocacy and referrals. It also gives mobile app developers a better chance of building rapport and increasing customer loyalty.

While developers can monetize their mobile apps by integrating ads to maximize revenue, in-app advertisements may not be the way to go. Only 20% of users confirmed they often clicked on ads within a mobile app. This means than the remaining 80% ignore ads contained within mobile apps.

Regardless of the type of the app – be it for an entertainment, communication, fitness or gaming – there are many opportunities to provide additional value through in-app payments. Proving additional value will not only increase user engagement but also satisfaction.

Concluding Thoughts

These days no one wants to risk his or her money. The information a potential app user has prior to a purchase will help them make an informed purchase. When a user can download and install an app for free, use it and decide that it is a quality product for their needs before buying it will help increase you revenue created by your app.

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What is User Testing and Why it is Important?

User Testing, also known as usability testing, is the process of evaluating a web site or mobile app to find out whether it is working according to the user’s specific requirements or not. It is the process that assists in identifying errors, flaws or anything in contrary to the requirements and expectations of the users. After all, a mobile app or website represents your brand and user testing ensures that you make the right impression.

Why do we need Usability Testing?

User testing is important, testing the usability of your mobile site or app will ensure a pleasant user experience for your customers, boost sales and save you lots of money. User experience design experts are available to help you with user testing. Here are some of the benefits of user testing.

Improve sales

Testing the usability of your mobile site or app will ensure a pleasant user experience for your customers.There are so many apps available in the app stores that if users find anything wrong with yours they can easily abandon or delete it altogether and download an equivalent app. User testing will ensure you have an excellent UX, regardless of mobile platform or device. As a result, your mobile app will stand out in a way that encourages existing users to stick around and sing its praises, thereby causing others to check it out. This will boost your sales because it lowers the shopping cart drop-out rate and improves the visitor retention rate.

Save time and money

Many businesses do not test their apps or websites at all simply because they fear it would be too costly and time consuming. The truth is that usability testing can save you a lot of time and money in the long run. The test enables you to find out exactly which areas in your app or website have a problem. Once the reason is clear, you can then take the next steps toward dealing with this issue accordingly.

Improve your app

After doing multiple tests on your app, you will be amazed at what you will learn about what users value. No matter how great you think your app is or how many users write positive reviews, users testing done perfectly unearth opportunities to improve how your product engages users. Usability testing helps you determine what changes or enhancements will offer you best returns towards boosting sales and lead generation.

Test it and re-test it until you get it right

The purpose of an app design is not just to make an app attractive, but useful as well. For this reason, you need to test and test on a frequent basis. When you are designing an app, usability testing helps shape the product’s story. Testing at different stages help designers uncover problems so that they can solve it, test it again until they get it right. Do not let end-users discover flaws once your app goes live. Getting down to the essentials and retesting will end up saving you millions.

User testing will ensure a good user experience. A positive app experiences is expected by users, particularly when competitors are one click away. User testing can help your business take a step back and focus on things that really matter to actual end-users.

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Tips for Working with a Mobile Application Development Company

Without doubt, the use of mobile phones has grown bigger because they give instant access to the internet and mobile applications. These mobile applications have become very important in the business world.

However, it is not always easy to come up with an app that can drive customers to purchase your products. Therefore, it is necessary that you work with the right mobile application development company to help you create an app that has the opportunity to succeed. This is your guide to working with your mobile application development company so that you get what you want from you app development project.

Be clear and exact

First and foremost, a business should provide detailed requirement specifications, which is a vital aspect of application development. This is helpful to ensure the end result is in accordance with you business’ needs. Even if a mobile application development company is a good one, you may not end up with what you wanted if the service provider does not have an exact idea of what you are looking for.

25974166130_a4a49cfd0f_zDiscuss ownership and fees

Make sure you talk about fees and ownership to ensure both parties are in agreement. Most mobile application development companies will accept payment broken in to parts. For bigger projects, they will require a certain percentage of the total price upon undertaking the task, with an additional payment midway through, and the rest upon completion and acceptance of their work. Date of payment and payment amounts can all be negotiated.

Be available

Working with a mobile application development company is about good communication. Remember communication is the key to any relationship, especially in a distance relationship. For this reason, be available by phone, email, or Skype to developers working on your project. They sometimes run into problems and you may be able to save them time.

Share your inspiration

App developers are not mind readers. Anything that has given you inspiration will help your app developer understand your vision. You need to tell your developer every detail of your project, such as what you want. Application developers are best able to create the product for you by being able to understand what you are looking for.

Be patient

It can take a little while for a mobile application development company to create an app. Large and complex projects shouldn’t be rushed. Building an app is not as easy as you think, and expecting developers to nail it in a few weeks is asking for a failure. Plan ahead and give the person developing the mobile application plenty of time.

Take your time provide feedback

A good application development company appreciates feedback whether positive or negative. As you build a relationship with the company, your reviews and thoughts help them become conversant with your needs and make it easier for them to meet your expectation.

Final Thoughts

When you hire an application development company, you are hiring an extension to yourself or your business. No matter how good a mobile application development company might be, the final product will be a reflection of you or your brand. Be a joy to work with, and you will get the most out of your app developer.


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