This is part of my live blogging from QCon 2015. See my QCon table of contents for other posts.
Building a mobile app is like a Formula One car. Someone else creates the rules. People care about how you perform, not the internals.
Results driven means working with all areas (sales, marketing, tech, etc) to achieve a common goal.
Data on it’s own isn’t useful.Needs focus.
Clarity thrugh simplicity. Simplicity alone is not enough.
A typical analytics graph shows dips/peaks over time. But don’t know what. Was a feature released then? Did new copy change your ranking in google? Did features have a delayed effect? Were externalities driving the result? Did features have any effect?
Instead do A/B testing to focus on causation instead of correlation.
In physical store, 75% of users pull out phone and 25% of those buy online rather than in store standing in.
After 1 day after downloading, 15% of users still use app. After a month,only 2% do. This inludes paid and unpaid apps.
On stubhub, see 400 words on desktop, mobile 30 words, Apple watch 5 words. Target has same scale: 500/50/7. On smaller device, word worth more.
A/B testing more important on mobile because less opportunity to hook user.
A/B Testing Walkthrough
Setup distribution. 50% baseline 50% varation
Segmentation: only show to users meeting target audience
Results Driven Development
- Everyone must work together – Isolating the mobile team is bad. The engineering team controls app, but not accountable for user retention and other business goals. In results driven, havve a cross functional team. Center team around checkout flow, not platform.
- Get the right tool for the job
- Ensure accountability is directed properly
- Data gives you information, but need goal. Results gives you answers.
- Choose contextual business metric. Hypothesize/test/improve
Q & A
- How do A/B testing on mobile? Can build multiple apps within an app and toggle.Can use Taplytics (is company) to change dynamically
- There were two other questions, but they dried up fast
Impressions: The stats were interesting. I feel like i’ve heard most of the remaining info before.