8. Continuous Improvement

Now that your app has been launched, it’s important to keep thinking about how you keep your employees coming back time and time again.

You can continue to get face to face feedback from your users, or you might also want to consider having a feedback form embedded in to a page your app. It’s easy to create web forms and embed them by following the instructions here.

The most powerful tools that you have at your disposal however, are the statistics from Google Analytics.

As part of the technical setup for your app, you should have created a Google Analytics property and added your tracking code to the Content Management System. When your app launches, and your employees begin to download and use it, you’ll start to collect valuable stats about how many users you have, how loyal they are, and which kinds of content are the most popular in your app.

This information isn’t just useful for reporting to management. It should be informing your ongoing content and app promotion strategy.

Get an Overview of Your Audience

You can use this report (click here for instructions) to find out how many employees have accessed your app during a particular date range, how may are new vs existing users, how long on average people are spending in the app, and how many times on average each individual has accessed the app in any given period.

Please see the guide here for full explanations of each aspect of the Audience report, with advice on what to look for and how to turn stats in to action.

Do note that we don’t track individual users. You’ll see how many users accessed the app, but that information is not in any way associated with their unique app account.

Find Out What They Like

In Google Analytics, you can run a simple report to see which screens are most popular in your app over a given date range.

This is where you can tailor your content to your employees. It’s not always just about the ‘type of content’ though. If you see that a particular piece of content had a lot of hits this week, ask yourself what’s different about it from other content?

  • The subject matter
  • The tone of voice it’s written with
  • Is it user generated content?
  • The time of day it was posted

These are just examples, but you’re looking for patterns to find out what plays best with your audience. Tailoring your content in this way allows your employees to enjoy the content more, and keeps them coming back.

You can also report on the social engagement in the app. If you’re concerned with trying to increase engagement, use this report to find out what content has the most comments and likes.

Figure Out If They’re Really That into You

User loyalty is a great metric to gauge how much your staff are enjoying the app, and whether they’re finding the content useful.

You can’t tell how many times a particular user has accessed the app, but there are a couple of reports here you can use to get an average across your userbase.

If you have a high number of users, but a low percentage of returning users, then you know that your problem isn’t with promotion or letting people know that the app is available. In this case, you have plenty of people trying out the app, but they’re not finding a reason to come back.

If the opposite is true, and you have a small total number of users who are using the app often – think about your app promotion efforts. Have a look again at Step 7 – Launching with Purpose for some ideas on how to effectively promote your app to your employees.

 

Using analytics to inform your content strategy means that everything you do is evidence-based. Take the guesswork out of app improvement!