Every business endeavor should have a Key Progress Indicator (KPI), and this applies especially before you begin mobile web development. Before you hire an iPhone application developer or Android app developer, sit down with the developer and discuss how to measure your progress.

Different types of apps can achieve different types of goals. For example, paid apps will have a different KPI than free apps used for promotion. To get you thinking about what KPI your app should track, here are some sample KPIs for mobile web development.

Key Performance Indicators for

Paid Apps

Although the simple KPI to track for paid apps is income earned, there are a two very important related statistics which should be tracked: trial downloads and upgrades.

  1. If your paid app has a trial or lite version and you know your purchase rate, you probably want to track downloads of your trial version. For example, if you know 10% of users who download your trial version purchase the full version within a week, you know that 1,000 new downloads this week will result in 100 sales by next week. Since you can influence trial downloads more easily than upgrades, you probably want to make trial downloads your KPI.
  2. If your app sells multiple in-app upgrades, you may want to make your KPI either the total average profit you make from each user, the number of upgrades purchased per week, or some other related statistic. Talk to your iPhone application developer or Android app developer about what statistics are available.

Key Performance Indicators for Free Apps  (Website Promotion)

If you’re doing mobile web development to increase the number of readers to your site, you can use any of your traditional website statistics as your KPI.

  1. Unique visitors per day, week, or month has long been the dominant website statistic, but you may not see much change in it if the people who use your app were already readers of your website.
  2. Pageviews per visit should go up with a well-designed mobile app as mobile visitors are more likely to read more content when your app makes reading enjoyable. This makes it an excellent KPI.
  3. Does your app integrate with social media? Talk to your iPhone application developer or Android app developer about making Tweets, likes, pluses, upvotes, or whatever else into your KPI.

Key Performance Indicators for Free Apps (Offline Promotion)

If your app promotes your mostly-offline business (such as a restaurant), getting traffic to your website may not be your goal. Instead, your chief challenge is probably getting people to install your app.

  1. Track how effective your app marketing is. Many people will probably first hear about your app when they see its QR code in your retail location; instead of creating a QR code which links directly to the app, ask your iPhone application developer or Android app developer to create a tracking link which records how many people scanned the QR code.
  2. Once you know how many people scanned the QR code, you can compare it to the number of people who install your app. The number of installs divided by the number of QR scans is your install rate—it’s a great KPI. If the rate is low, it means people are interested in your app until they get to the install page in the Google Play or iTunes store—then they chicken out and don’t install it. If you know your rate is low, you can look at improving your app description and benefits summary.

If you are seeking more support make sure to contact us or check out more mobile KPI documention by Avinash Kaushik.