Whether you’re an independent app developer or create apps for a company, you need to be up to date with what apps are trending. This is where insights from a business intelligence (BI) solution becomes an invaluable resource. Determine what apps in your industry are trending and what features users are looking for.
Why BI Matters
Here’s a jaw-dropping fact: about 200 apps account for 70% of total app usage in the U.S. That is pretty shocking considering that there are roughly 160 million apps, according to a 2015 report.
How do you create a successful app when so few dominate the entire marketplace? This is why big data is so important. It helps you understand the who, what, why, and how of an app and their intended users.
Define Your Metrics
Metrics should include performance of previous apps. Get specific to determine what makes a particular app click with demographic users. Avoid broad metrics like overall download rate. Examples of well defined metrics include:
- download rate of app X according to gender, age group, and geo-location
- download rate of app X within 24 hours of release, 48 hours, etc.
- consensus of app according to social media reviews
- the success rate of native versus hybrid apps, if you have developed both app types in the past
When you evaluate the specific performance parameters of past apps, you gain insight into what resonates with users.
In addition, you should also define a separate set of metrics for your demographic consumers. Learn who they are and why they are interested in your industry and products in the first place. You can even flat out ask them what kind of app would they be interested in. It doesn’t get any more straightforward than that.
Through online surveys or social media input, you can get to know your customers at a more personal level. This helps you determine what type of app to create that caters to demographic demands.
Know What Matters Most to Users
What do users hope to get out of an app? What do they value the most? A study by Compuware made these discoveries regarding what people expect out of an app:
- zero errors and glitches. Users will often abandon an app just after one or two failed attempts.
- an easy-to-navigate and intuitive interface. Perform a usability testing to determine whether it meets this criteria. Introduce the app to a layperson; if he/she can’t figure the ins and outs within five minutes, then it’s too complex.
- an app that’s responsive and identifies what device and platform they’re using.
The same study also found that dissatisfied users will likely submit negative reviews. These findings may or may not pertain to app use for your industry. Use online surveys and BI tools to collect data on what they expect out of an app.
What About Enterprise Apps?
It’s a different matter altogether if you’re creating an app for workplace or internal department use. In this case, what do employees expect to get out of it? Employees want an app that simplifies their job in some shape or form. Structured and unstructured data can determine many insights about employees and the type of app they want. Data analysis may indicate that workers may prioritize the following:
- an app that provides 24/7 mobile access to sales sheets, invoices, and other similar data updated in real time
- apps that send urgent notification alerts, such as a delay in supply delivery, an overcharge in an invoice, or an item needing restocking
- apps that present big data in an easy-to-read format, such as through charts or bar graphs
- multi-featured apps with functions that include time tracking, enhanced resource, and project analytics
Data-Driven Marketing for Apps
Big data doesn’t just help you produce an app that resonates with users, it also helps you determine an optimal marketing strategy. If the data shows the highest download rate among users who are also the most active on social media, for example, then you can dedicate more resources to social media marketing, as opposed to, say, email or Google Adsense.
Multiple factors must be taken into consideration to create an app that resonates with users. With BI analytics, you can gauge user behavior and predict patterns common of a successful app.