First a clarification – I am using the term “mobile engagement” in a loose sense, to describe how ‘sticky’ a game or app might be in terms of retention, session length, number of sessions or indeed a combination of all these factors. And now on with the rest of the piece…
In our latest report, we present retention and spending patterns derived from data on the first 90 days of life of freemium game players. The data sample, aggregated from millions of user data points across dozens of titles, is for the month of November 2013 and has two restrictions: first, the games in question are freemium games, and second, we only covered revenue from in-app purchases.
Like me you’re probably convinced that ‘pop out’ side menus on mobile are the way to go. Could there be a better way to use scarce screen space effectively and still ensure users know a nav is there and access it easily?
This new release makes it easier than ever before to add apps to the Swrve ecosystem, and delivers further improvements to the on-boarding process.
We’ve also greatly simplified the addition of QA users: so you can test UX changes and campaigns against any device with minimum fuss.
Most of us working in the digital world are already more than familiar with the benefits of A/B testing. Time after time, we see demonstrations of the way in which real user data triumphs over our own ‘best guess’ or even informed opinion (although let’s be honest, the two are often interchangeable). Although the mobile app world has been a little slower to the party, there can’t be any doubt that as in the broader online world, we’ll soon see A/B testing as an absolutely standard part of the development process.
Most of us are aware of the importance and significance of a first purchase in mobile apps. That transition from ‘non payer’ to ‘payer’ is a genuine watershed, especially when you consider that only 1.5% of any users (in the world of games at least) make a purchase in any given month. Non-payers, in whatever way you want to think about that definition, make up the vast majority of mobile app users, and the single greatest division in the world of mobile apps is between those who pay and those who do not.
Time matters in the world of mobile apps. For one, you can’t assume that any new user will be around for long. Mobile apps – like many digital services – exhibit high rates of early churn: users leaving the app soon after initial install and session start.