You go through all of the trouble to make an app and invest valuable time and resources into its execution, but despite all this effort, you allow for bad user experiences to continually happen. In an article for InformationWeek, Jonathan Feldman elaborates on the usefulness of analytics and how to implement them into the evaluation process.
People will not use an app, no matter how amazing the technology may be, if they do not find it at least relatively intuitive. Becoming a digital organization requires a redirection of focus towards usability and how the customer and the app work together. Being able to test usability will allow for the business to not only be able to analyze who was using their app, but how long the app held their attention before they closed out. Luckily, third-party platforms already exist; they just require a few personalized changes in code to tailor fit it to your business.
There is a misconception that huge enterprises such as Google or Amazon utilize these mystical tools to scrutinize analytics, tools that a humble, smaller business could never use. This is not true. They are an organization all the same and the same sort of analytic-retrieving software can be used by any business. The main difference may simply be that the leaders of these huge brands may have a stronger creative vision about monopolizing on the tools available in the digital age.
These analytics are vital to understanding the business and are the only thing that can shed a light on app use. A company who is absorbing new customers can see how they react to their software by looking at the conversion rate. A company could also see which features are not being utilized and adapt them to better fit the needs of the customer, or get rid of them altogether.
Ultimately, just be mindful of the overall experience of the customers and make the best use of tools available to do so. You can read the original article here: http://www.informationweek.com/strategic-cio/digital-business/bad-user-experiences-how-analytics-can-improve-app-testing/a/d-id/1322373