Identifying and Improving

mCommerce App KPIs

The Primary Goal of an mCommerce App is to

Drive Revenue

Revenue generation in

mCommerce is less

efficient than traditional

ecommerce. As mobile

eats away at the

ecommerce pie, it’s

paramount that this

problem is solved.

3

What are Potential Customers Looking For?

0% 10% 20% 30% 40% 50% 60% 70% 80%

Easy/clean user interface

Personalization

Easy product search

Product descriptions

Easy/secure checkout

Clear/detailed product images

Source: Artisan 2013 Holiday Survey of 510 mCommerce Shoppers

4

Top of Funnel

Mid-Funnel

Bottom of Funnel

Top of Funnel

6

The top of the funnel welcomes the users, collects sign-in

information and provides them with a brief overview of

available products.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase Reach & Widen the Whole Funnel

KPI: Count of First App Purchases

Defined: The count of first time app users making a

purchase.

Significance: Understanding how many new mobile users

are successfully entering an app and making a purchase

sheds light on how effectively an app is attracting new

users as well as the success of the overall funnel.

7

KPI: Sign-up Conversion Rate

Defined: The percent of app downloads that result in a

user signing-up for the app.

Significance: App users who sign-up for an app signal that

they are engaged enough to create a log-in. With app

downloads largely being viewed as a vanity metric, sign-up

acquisitions is a more effective measure of app reach.

8

KPI: Sign-in Conversion Rate

Defined: The percentage of sessions that result in a user

sign-in.

Significance: Sign-in conversion rate provides insight into

the user’s intentions when opening the app. A low sign-in

conversion rate signals that the sign-in process may be too

complex and deterring users from navigating further into

the app.

9

KPI: Catalog Click Through Rate

Defined: The percentage of home screen views that result

in a product being clicked and a user navigating to a

product detail screen.

Significance: This signals that a user is interested and

engaged with the app and has found a particular product

interesting enough to seek out additional information.

Catalog click through rate is a reflection of the success of

the catalog screen.

10

TESTING IDEA: Simplify the sign-in process by changing

the home screen to a sign-in.

Primary Objective: Increase sign-up acquisitions and sign-in conversion rate

VS

12

TESTING IDEA: Move the promotion earlier in the funnel -

to the product catalog screen.

Primary Objective: Increase catalog click through rate

VS

13

TESTING IDEA: Use people instead of objects to showcase

products on the product catalog screen.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase catalog click through rate

VS

Mid-Funnel

The mid-funnel provides

potential buyers with

relevant information about

a specific product in order

to entice them into making

a purchase.

Primary Objective: Engage

and inform potential buyers

about a specific product

and entice them into

initiating a purchase.

KPI: Average Referrals Per User

Defined: The average number of in app referrals made per

user.

Significance: User referrals signal that a user is socially

invested in the app enough to recommend it to others.

These app users are engaged with the brand which is

correlated with increased purchases and time in app.

16

KPI: Add to Cart Conversion Rate

Defined: The percentage of product detail screen views

that result in a product being added to the shopping cart.

Significance: Adding a product to a shopping cart is an

integral part of the buying process that signals an intent to

purchase. This KPI measures the success of the product

detail screen.

17

18

TESTING IDEA: Decrease the number of buttons to simplify

the purchasing process.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase the add to cart conversion rate

VS

19

TESTING IDEA: Increase the size of buttons to simplify the

purchasing process.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase the add to cart conversion rate

VS

20

TESTING IDEA: Increase the strength of the call to action

on the checkout button.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase the add to cart conversion rate

VS

21

TESTING IDEA: Add social networking icons to the product

detail screen to promote social sharing.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase referrals per user

VS

Bottom of Funnel

23

The bottom of the funnel is where customers finalize their

transaction by checking out and paying for a product.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Finalize Sales Transactions

KPI: Checkout Conversion Rate

Defined: The percentage of transactions that are ultimately

purchased after reaching the add to cart stage.

Significance: Check out conversion rate measures the

transactional performance of the bottom of the funnel and

ultimately an app’s ability to convert browsers into buyers.

A low check out conversion rate signals an inefficient

check-out process.

24

KPI: Cart Abandonment Rate

Defined: The percentage of product detail screen views

that DO NOT result in a product being added to the

shopping cart.

Significance: Similar to check out conversion rate, cart

abandonment rate provides insight into the checkout

process and can determine if app users truly had an

intention of buying a product.

25

26

TESTING IDEA: Change the location of the checkout button

to improve the checkout experience.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase check out conversion rate

VS

27

TESTING IDEA: Change the color of the checkout button to

make it more prominent.

© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.

Primary Objective: Increase check out conversion rate

VS

Revenue

Identify KPIs

Test Top of Funnel

Test Mid-Funnel

Test Bottom of

Funnel

Deploy Winning

Variations

Improve KPIs

Full Webinar:

http://www.youtube.com/watch?v=WpPVV5-oalA&feature=youtu.be

@ArtisanMobile

useartisan.com