1page.title=Build Better Apps 2page.metaDescription=Get actionable insights to optimize your app and learn what works best for your business. 3page.tags="analytics, user behavior" 4 5@jd:body 6 7<p> 8 While looking at your data in beautiful reports can be fun, the real power of 9 Google Analytics is uncovered when you derive insights from your data. Having 10 Analytics in your app can help you identify where in your app users spend 11 most time; it can also help you see where users are getting stuck. You may 12 find that users who tend to take a specific action are more likely to 13 convert, so see if drawing more users to that action has an impact on your 14 conversion rate. 15</p> 16 17<h2 id="actions">What Actions Get People to Convert?</h2> 18 19<p> 20 Go beyond looking at the sheer number of actions people take in your app. 21 Combine your custom event data with conversion metrics and see what actions 22 tend to have the highest conversion rates. Build custom reports to identify 23 which events or screens have the highest conversion rate or revenue. Once you 24 know what’s successful at getting users to convert, derive a hypothesis as to 25 why an event or screen might have good results. Then, if appropriate, drive 26 more users there to see if it has an impact on conversion metrics. 27</p> 28<p> 29 In the example below, <em>Shopping in Star Shop</em> has a high conversion; 30 this result isn't surprising since users are indicating that they're 31 interested in buying by being in the shop. More interesting is seeing that if 32 someone Lost More than 10 Times, the conversion rate is low and those users 33 didn’t generate much money. It might be worth offering a promotion after 8 or 34 9 losses to keep the user interested. Also notice that users who started a 35 <em>New Game after Gameover</em> generated lots of revenue. You might 36 hypothesize that those users are determined to take another chance, so more 37 inclined to convert. Lastly, the <em>Discovered Secret Stairwell</em> is 38 particularly interesting — the conversion rate is fairly low, but it 39 generated lots of revenue, indicating that it was potentially difficult to 40 find, but those that discovered it purchased a lot. It may be worth seeing if 41 driving users to find the staircase could increase conversion. 42</p> 43 44<div> 45<img src="{@docRoot}distribute/analyze/images/event-actions.png"> 46</div> 47 48<h2 id="flows">Know Your Flows</h2> 49<p> 50 Your home screen is probably the most visited screen in your app. But do you 51 know what happens after that? What percentage of users navigate through which 52 flows, and where do they drop off the most? In a gaming app, it may be useful 53 to investigate which levels have the highest percentage of users leaving your 54 app, in order to see where users find it difficult to proceed. You can then 55 take action by modifying sections of your app that might need improvement. 56</p> 57 58<p> 59 Similarly if you've an e-commerce app, the behavior flow report will show you 60 at which stages of the purchase flow the highest percentage of users abandon 61 their purchase. By taking these data and improving your purchase flows, you 62 may be able to reduce your drop-off rates. 63</p> 64 65<p> 66 In the example below, users tend to click the Level Up action after they 67 consult the Sorcerer. If users tend to get stuck on a level, then you might 68 want to guide them to see the sorcerer before completing a task. 69</p> 70 71<div> 72<img itemprop="image" src="{@docRoot}distribute/analyze/images/flows.png"> 73</div> 74 75 76<h2 id="test">Not Sure of the Right Approach? Test it</h2> 77 78<p> 79 Stop guessing when it comes to finding the right features for your audience. 80 Use Content Experiments in your app to run A/B tests — without needing 81 to update your app. Think a stronger call to action like “Buy Now!” will 82 drive more purchases than the more common phrase “Checkout”? Test it! Content 83 Experiments uses Google Analytics data to optimize towards your objectives 84 and Google Tag Manager to control the test from the server — so you can 85 test multiple variations of the same app at the same time. And since this is 86 a standard feature of Google Analytics, you don’t have to set up additional 87 tagging for your KPIs; you simply focus on building your variations. 88</p> 89 90<p> 91 Experiment results are displayed in Google Analytics reports that summarize 92 all of the key information about your experiment. Experiments and Variations 93 are also available as user segments, which allow you to superimpose that 94 information over all of your Google Analytics reports to gain even deeper 95 insights. However, don’t worry about keeping an eye on your reports: you can 96 set an experiment to lock-in the winning variation for all of your users 97 automatically. 98</p> 99 100<div> 101<img src="{@docRoot}distribute/analyze/images/a_b_testing.png"> 102</div> 103 104 105 <div class="headerLine clearfloat"> 106 <h2 id="related-resources"> 107 Related Resources 108 </h2> 109</div> 110 111<div class="resource-widget resource-flow-layout col-13" 112 data-query="collection:distribute/analyzebuild" 113 data-sortorder="-timestamp" 114 data-cardsizes="6x3" 115 data-maxresults="6"> 116</div> 117
