Tracking Customer Conversion and Dropoffs on your App

Many web analytics companies now provide real-time information about the customers using your App or not using your App as is the case. We can create funnels to analyze your customer’s behavior with these data.

Let us do that for a fictional company ABC, where we want to check which feature causes the maximum dropoffs.

What we see is that there is a huge dropoff after App Launch. It tells us that about 76% of people are launching the app without making any purchases. This is a cause for concern!

Let us see some clicks on the app to try to find out why. There are many ways that Web Engage / Clever Tap / Google Analytics lets you explore the pathways of customer click behavior. Here we have shortlisted Location, Menu Search Fail, and Offer Applied as some clicks that have a significant impact on the dropoffs.

Let us see the funnels for all these clicks —

Finally, we compare all three

The largest percentage of dropoff happens at the Location. So, a lot of people are out of the serviceable area of this App. We will have to investigate separately with more data regarding the locations of the store and delivery radius.

The second highest dropoff is at Menu, however, it is a bit tricky to correctly quantify this. Currently, the click that we can track on the App is of the Menu Search button coming up empty. But there could be instances where the customer would also directly close the app after not finding the items in the menu without clicking on the search menu. While it gives some kind of indication of the trend, it does not give us a completely accurate picture.

Finally, we see the customers are responding more positively to offers. Although we would want to lessen the dropoff at this point considerably also. This can be done via re-pricing or re-publishing offers. In our case, both were done, as some offers were confusing to understand.