Understand Your App Engagement and Goals
As we previously discussed, the engagement goals and the key performance indicators (KPIs) measured will vary for different apps and industries. For gaming and entertainment apps, engagement goals will likely be more directly tied to immediate revenue, while retail and mobile commerce companies will focus on engagement that increases purchases of their goods and/or services.
Others may measure their app’s success by how well it expands and extends their brand in the marketplace. Metrics that help define and measure “brand loyalty and brand reach” then become the focus.
Others still, like retail banks, are looking to their apps to improve their customer service and help reduce costs. Just like every stage in the app lifecycle, you'll want to return to your core value proposition to also understand your unique and focused engagement goals.
Sephora allows users to buy products directly through its app, virtually try on makeup, book appointments and check rewards. They've also seen large scale use of their augmented reality feature, Virtual Artist, which has resulted in customers trying on millions of cosmetics digitally a year, according to the company.
These features not only help build brand loyalty, keeping customers engaged and connected to Sephora even when they’re nowhere near a store, but have also helped drive customers into their retail locations. This commitment to evolving with their consumer preferences and digital habits has helped make Sephora the No. 1 specialty beauty retailer in the world.
No matter what kind of app you have and what your goals are, users will only return if you meet a specific need they have. And you can’t possibly know a user’s needs unless you know that user first.
In the next lesson, we'll explore some user segmentation basics and show how to track both user behavior and acquisition to improve your engagement.