Apps are a staple of any Video On Demand (VOD) business. Consumers crave 24/7 access to goods and services, and especially streaming video content. There’s no question you need apps for your users to grow a digital offering. However, some are unsure of how to build it to be a sticky component of their VOD business. The answer is quite simple! You need to regularly analyze app performance and optimize the experience with the data found.
Measure Your VOD App Performance with These Metrics
Want to present winning VOD apps to your audience? We’ve broken down the 5 app performance metrics you need to keep an eye on to grow a sticky and successful experience.
1. Conversion Funnel
It’s important to track your users as they journey through your conversion funnel. Take a look at the image below. This illustrates a typical VOD app conversion funnel, including the 3 stages users can flow through.
Measure the amount of users completing the funnel and the users dropping off. From there, isolate the stage(s) users are dropping off and investigate why this could be happening. Learn, strategize and execute! As long as you’re continuing to learn and optimize, your conversion rate will grow over time.
A session is when a user opens your app. This is an important metric to track because it’s the first indicator that users are engaging with your app. You can be confident with having a sticky video streaming app with more sessions popping up each day. If you see sessions are decreasing or stagnant, that’s a sign your users may not be connecting well with your VOD app experience.
Pro Tip #1: Do you have an Apple app? If so, Apple makes it easy for you to measure sessions and other user engagement metrics with App Analytics.
What devices do your users operate to access your app? Do they use phones, laptops, tablets, or smart TVs? Breaking down this data will help your development team prioritize app updates based on the most used devices to the least used devices. You can also use App Analytics to break down the active devices used to access your Apple app — just like session tracking.
The app rating is the first item viewers see to understand how users feel about your app. In the app store, your rating can range between 1 to 5 stars. According to Apptentive, 90% of consumers consider star ratings to be an essential part of their evaluation of a new app. That’s why it’s extremely vital to analyze feedback from users so you can learn about the issues in need of development attention. As you update your app with bug fixes and new features, your users will have a better experience and help boost your app store rating.
It should come by no surprise that reviews are one of the key reasons why someone may or may not download your app. People speak their truth when writing reviews! Routinely take a look at your reviews to help improve your app experience. When you come across a negative review, it’s best practice to respond to it. Imagine yourself in the reviewer’s shoes. Consider their issue with an open mind, respond with care and provide a solution.
Grow a Sticky VOD App Experience
Each of these metrics can help VOD businesses build an engaging app experience. At the very least, stay on top of this data month-by-month and create a comprehensive report to analyze. The goal is to use all these components to create an optimal strategy for your VOD business and cultivate a sticky user experience with your apps.