This is part 3 of a 10 part series. We’re looking at how startups and consumer apps can study their customers under a microscope in order to create an app that works exactly how they need it to.
3) Measure User Activities and Funnels
Analytics, analytics, analytics. It has unfortunately become a bit of a buzz word. Measuring how many people use your app, and how long they use it is nice! However, it doesn’t give you any information to “act” on. By changing our analytics to measure the pathways through our app, and the drop-offs at every step, we can focus more clearly on what is stopping people from achieving our goals.
What Not To Do
Don’t obsess over how many people use your app or open it on a given day.
What To Do Instead
Change your focus to “how many people achieve goal x,” and “what steps along the way lost them?” The steps along the way are called the funnel. If you envision 100 people entering the top of a funnel, you should expect to lose X% at each step, narrowing your funnel as some people go through more steps. The more cylinder-like your funnel is, the better you’re doing — no one is dropping off!
Your ‘Buy a Product’ flow might have 5 steps:
- Click Buy a Product
- Lookup Product
- Show Stores and Item Counts
- Enter Customer Information
- Print Receipt
If we measure the number of people entering this “funnel,” maybe we see that 80% of people make it through steps 1 and 2, but only 30% make it to step 4. We know we need to concentrate on improving step 3. One educated guess (after talking to our users!) is that customers need to be more convinced that the product is right for them. So we could think about adding customer review data earlier in the funnel to educate users. Once we deploy that change, we can validate whether or not our funnel throughput has more successful end-to-end purchasers.
Other topics in this series include:
- Part 1: Have A Clear Bold Goal
- Part 2: Guide Users Toward Goals
- Part 3: Measure User Activities and Funnels
- Part 4: Onboarding, Not Training
- Part 5: Nudge Users Through Funnels
- Part 6: Thrill Users With Customer Service
- Part 7: Solicit Feedback from Real Users
- Part 8: Build Evangelists
- Part 9: Stay Slim
- Part 10: Iterate or Die