Los KPIs Claves en UX para Apps Móviles

Mobile app optimization goes beyond an attractive design or an intuitive interface. Performance metrics are critical to understanding user behavior and improving the overall experience. A small change in conversion rate can mean thousands of dollars of difference in a company's revenue, so understanding and monitoring these metrics is essential for any digital business.

What really is conversion rate and why is it so important?

Contrary to what many think, a good conversion rate for a business is not at 60%, 70% or 80%. The reality is that a conversion rate considered good is between 11% and 13%, while a normal rate can be perfectly around 1%. This means that even a 1% increase can make a significant difference in the performance of an application.

It is important to clarify that the conversion rate is not limited only to purchases. A conversion occurs when the user performs the specific action we expect them to do within our application. This can include:

• Downloading a document
• Filling out a form
• Subscribing to a newsletter
• Registering on the platform
• Making a purchase

Therefore, a conversion does not necessarily imply a monetary transaction, but any desired action that the user completes.

What other metrics are critical for an application like SaborApp?

In addition to conversion rate, there are other critical metrics that cannot be missing on any app's radar:

1. CSAT (Customer Satisfaction): measures user satisfaction when interacting with the app. It is usually obtained through short surveys after completing a transaction, where the user rates their experience and provides feedback.

2. Abandonment rate: Indicates the number of users who abandon the flow in the application. It is important to note that an abandonment does not necessarily mean that the user closes the application, but that they may abandon a specific flow (such as the payment process) and continue using other functions.

3. Recurrence rate: Measures how many times a user returns to the application in a given period (usually 30 days). This metric is crucial to understand user retention.

How are these metrics applied in a real application like SaborApp?

To better understand how these metrics work, let's look at some concrete examples within SaborApp:

Conversion examples.

On the SaborApp homepage, we can identify several conversion goals:

• When a user clicks on a banner to view the menu.
• If the user selects "reorder" in their recent orders (this also measures retention rate).
• When clicking on "view offers" to browse the daily specials.

Measuring CSAT

CSAT is ideally measured at the end of a transaction flow, whether monetary or non-monetary. On SaborApp, after a user completes a purchase, they are prompted to rate their experience (usually with stars) and provide feedback on their rating.

It is important to note that users tend to provide feedback primarily when they have negative experiences, which can skew the overall perception. However, this negative feedback is valuable in identifying areas for improvement.

Identifying dropouts

Abandonments can occur at different points in the purchase flow:

• When a user gets to checkout and decides not to continue.
• If there are errors when entering payment information and the user becomes frustrated.
• When the application has technical problems

What additional metrics should we consider to evaluate technical performance?

In addition to user behavior metrics, there are technical performance KPIs that are equally important:

• Crashes: The number of times the application crashes or crashes.
• Load time: How long it takes for the application to load completely, including not only the screen but also the content and functionality of the buttons.

These technical metrics are critical because they directly affect the user experience and can significantly influence abandonment and conversion rates.

How to prioritize metrics for a specific application?

The prioritization of metrics should be based on the specific objectives of the application. This process, known as "prioritization by objectives," allows you to focus on the metrics that really matter for the particular business.

Understanding and monitoring these key metrics is critical to optimizing any mobile app. Remember that even small improvements in conversion rate can have a significant impact on overall business performance. Which metrics do you consider most important for your app? Share your experience in the comments.