Last week, comScore released
data showing that time spent with mobile apps now (amazingly) represents 51 percent of all digital media time. Brands, retailers and publishers thus have a great deal at stake in creating apps that are engaging and able to retain users.
Aiding in that effort, there are quite a few companies providing mobile analytics that track various user-engagement metrics. In an early 2013 survey of “eBusiness professionals” by Forrester Research, the firm found that “only 46 percent had implemented a mobile analytics solution.”
In what appears to be sponsored research, Forrester goes on to compare various mobile analytics providers at a high level:
A firm not on the list above is Appsee, which based in Tel-Aviv, Israel. I’m not familiar enough with all the capabilities of all the companies listed above to say this definitively; however, it appears that Appsee offers some unique app-analytics capabilities.
Among them, Appsee records each interaction with an app and offers a video playback showing how individual users are engaging with the app (or not as the case may be). The ability to watch video of individual interactions would be extremely valuable, especially early on, but could become cumbersome over time as users grow.
There are also higher-level metrics and more traditional-looking analytics dashboards that feature “real-time” data, providing an aggregated view of user interactions with the app. Appsee breaks out such things as most-viewed screens or pages with the highest quit rate, for example.
The company also provides heatmaps, which can show what features are being used or ignored by users and where activity on individual app pages is concentrated. This is essentially identical to eyetracking for websites.
Appsee includes a “conversion funnel analysis” that shows where bottlenecks and friction are located in the checkout process. Below is a representative screen provided by the company.
Finally, there are also “crash recordings.” These show “the exact sequence of actions that resulted in a crash . . . and identify the single UI element causing the crash.”
A basic version is free and a paid version offers more features, metrics and capacity. Pricing isn’t listed on the company’s website.
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