- Retention – how many users stick around, use more than once
- Engagement – how often users come back
- Analytics – raw data, graphs charts
- A/B testing – a framework to make sense of raw data
Analytics & A/B Testing
Mobile apps suck in general. Cobi’s stats are:
- 2.3% retention rate past 30 days, even after spending $1.80 to acquire a user
- 74% shopping cart abandonment rate
Some improvements Taplytics has helped apps make:
- Changing an “Add to wish list” button into an underlined link increases clicks on neighbouring “Add to cart” button, increasing sales by 37%
- Implementing Google Plus sign-in increased sign-ins by 150% over email, Facebook connect, Twitter sign in
- Shopping Cart checkout processes – smoother flow with less next buttons and back buttons makes things better
- How many users needed to run a test? Maybe 1000 conversions per test, hard to say. Depends on many factors
- Running tests or making data based decisions? Check your data about once a week and make changes. Probably don’t need to wait longer
How to prevent users from being confused by frequent changes to an app while running A/B tests?
- Once Taplytics software decides a user is going to receive baseline or variation version of an asp, they will see that version until a test is over.
- Taplytics is not Cobi’s first startup
- Going to make a game? Make sure you can play on the subway and toilet. Karaoke does not work in either place.
- Someone else wrote about another presentation by Cobi
Taplytics in action: