Cómo Alinear los KPIs con los Objetivos de Negocio

Measuring the right KPIs is critical to the success of any mobile app. Many startups fail not because their product is bad, but because they are not measuring the right things or because their metrics are not aligned with business objectives. Understanding what to measure, when to measure it and how to interpret that data can make the difference between the success and failure of your app.

How to choose the right KPIs for your application?

To define the right KPIs (Key Performance Indicators), it is essential to be clear about your business objectives. This implies a deep understanding of the value you offer to your customers and who exactly those customers are.

In the case of SaborApp, a lunch ordering app, the objectives are focused on delivering:

• Speed in the ordering process.
• Variety in food options
• Healthy options for users

Its target audience is professionals between 25 and 35 years old who work in offices and need to solve their lunch during the workday in an efficient way.

With these clear objectives, we can identify relevant KPIs such as:

• Time on task: Measures how long it takes a user to complete a specific task, such as placing an order.
• CSAT (Customer Satisfaction): Evaluates customer satisfaction with the service.
• Abandonment rate: Identifies at which points users abandon the process.
• Error Rate: Detects technical or usability problems.
• Recurrence: Measures whether users are using the application with the desired frequency.

Where and what to measure in each part of the application?

Not all metrics are relevant at all points in the application. It is important to identify what to measure at each screen or process step to gain valuable information.

On the home page

• Load time: This is crucial for users who value speed.
• Session duration: This can indicate problems if it is excessively long compared to the ideal time to complete a task.

If the time on task to complete an order should be 5 minutes, but the average session length is 15 minutes, there is a discrepancy that requires investigation. This could indicate that users:

• Are spending a lot of time exploring options.
• Are stuck in some process
• Having difficulty finding what they are looking for

In the shopping cart

• Abandonment rate: Fundamental to identify if there is something preventing them from completing the transaction.
• Loading time: Related to the promise of speed.
• Error rate: Especially important if there are reports of problems at this stage.

At checkout

• Abandonment rate: To identify possible friction at the critical moment of purchase.
• Loading time: Maintaining fluidity at this stage is essential.

At the address form

• Error rate: To detect problems when entering information.
• Abandonment rate: A form that is too long can lead to abandonment.

If the form is long and requires many fields to be completed each time an order is placed, this can negatively affect the experience and cause users to look for faster alternatives.

In the payment method

• Error rate: Especially relevant if there are reports of credit card problems.
• Abandonment rate: Usually correlated with errors at this stage.

On order confirmation

• CSAT (Customer Satisfaction): This is the ideal time to ask the user about their experience, using scales (such as stars) and open-ended questions to obtain qualitative feedback.

What is the most important KPI?

Among all the KPIs identified, the question arises as to which one is the most relevant. This concept is known as North Star Metric, which represents the indicator that best reflects the value that your product offers to users and is directly related to business growth.

For SaborApp, considering that its main value proposition is speed and recurrence, its North Star Metric could be a combination of time on task and frequency of use, but this requires further analysis.

Benefits of proper KPI measurement

• Early identification of problems: Detect friction points before they significantly affect retention.
• Data-driven decision making: Prioritize improvements according to their actual impact on objectives.
• Continuous optimization: Establish an improvement cycle based on concrete metrics.
• Team alignment: Everyone works toward clear and measurable objectives.

The proper selection of KPIs is not a theoretical exercise, but a practical tool that allows you to transform data into concrete actions to improve the user experience and achieve business objectives. Remember that it is not about measuring everything possible, but about measuring what really matters for your product and your users.

What KPIs do you consider fundamental for your application? Have you identified your North Star Metric? Share your experience and let's learn together about the importance of strategic measurement.