One of the clearest ways to measure user engagement within a mobile app is how often customers are opening and using it on a daily basis. Sessions, in other words. More sessions per day translates across the board to more revenues, better retention and to more ads viewed.
Localytics says that “The more sessions a user has, the more likely they are to become a loyal user”, and backs it up with data stating that while 22% of users only use apps once, 39% of users return to an app for 11 or more sessions, and that this metric shows a direct connection to retention. In fact, a user who uses an app just 5 times during their first month with it is 50% more likely to stick around than someone who uses the app only twice.
Therein lies greater revenues. So what steps can an app owner take to boost app sessions? One massive engagement driver is the app’s ease of use. If an app loads quickly, performs smoothly and with virtually no errors, users are far more willing to pop that app open again & again. We even have proof.
App Performance Drives a 9% Increase in App Sessions
Our customer is a major, household-name provider of real-time news, and their app has millions of downloads around the world on both iOS and Android. A faster app with less errors is certainly nice for them, and Neumob has given them that in our 2-line SDK, which they’ve incorporated into their builds. Their app performance with Neumob can be easily measured in our portal, and it’s clearly better around the world – with much faster app start-up times and quicker in-app transitions from screen to screen. This is especially true in places such as India, and in other countries with users still primarily on 3G and even 2G networks.
Yet they’ve also correlated a boost in global session activity by 9% with Neumob turned on, with lower session rates for this app when Neumob is turned off. Any app owner will tell you that an instant boost in user sessions by nearly 10% is a major victory, and that it’s something that has downstream effects on many other KPIs like revenues, ad impressions, purchases, and – most importantly – user retention.
Another winning metric is the dramatic drop in errors and timeouts within the same app. We’ve taken errors down by 80% in Germany (from 5% to 1%!) and by 66% in India (from 4% to 1.3%). This is part and parcel with the increase in sessions; if you’re able to rapidly see all of the content your app has requested (hey, even the ads), your experience becomes frictionless, and your subconscious registers that this is an app that’s worth coming back to repeatedly.