Customer analytics data is the data you collect and analyze to better understand the ways in which customers use your application. The first step toward improving these metrics is to gather customer analytics data. As the application developer, you have to continuously improve all three of these metrics in order to grow your business. The percentage of users who purchase these products through your app is your conversion rate. The main revenue generating activity in All Things Sports is the sale of event tickets and merchandise. Finally, your organization needs to make money in order to grow. The likelihood that your customers will return to your application repeatedly is referred to as your retention rate.

All Things Sports offers fun mini-games and special offers that encourage users to return to the app often. Next, you need to offer content that is compelling enough to keep your users coming back. All Things Sports requires users to confirm their email address and select their favorite sports teams the percentage of users who complete this process is the activation rate. For this reason, it’s essential that your users keep coming back to your application so that your business can grow.įor all applications, user interactions fall into three categories: activation, retention, and conversion.

Your organization has devoted a large amount of time, effort, and money into creating a best-in-class app and acquiring new users. In your app, users can get the latest sports news, purchase memorabilia and event tickets, and play exciting mini-games. Let’s assume your organization produces a mobile app for sports fans called All Things Sports. These statistics paint a very clear picture: in order to succeed in this highly competitive environment, organizations must deliver digital content that delights and engages their customers. Additional research suggests that as many as 80% of all app users stop using a given app within 90 days. Almost a quarter of users have downloaded an app, ran it once, and never opened it again. Of those 20 apps, most users spent the vast majority of their time in their top 10 applications.Īt the same time, first impressions are everything in today’s digital marketplace. Over half of that time is spent using third-party apps, but the majority of app users access 20 or fewer apps each month. In 2012, the average adult in the United States spent one hour per day using his or her mobile device by 2017, that figure had increased to 5.6 hours per day. In this article, we discuss the factors that impact customer engagement, and provide information about specific steps you can take to improve customer engagement. Maximizing customer engagement is vital in today’s digital marketplace, where an ever-increasing number of brands are competing for a finite amount of customer attention. Customer engagement refers to the practices that organizations employ to keep users coming back to their applications.

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