Metrics aren't everything. But they sure look pretty, right? 🙂
Why Metrics Can Be Misleading
Rising numbers on a dashboard don't guarantee a better product or user experience. It's important not just to count, but to understand the reasons behind the changes.
Retention
Bad scenario: Retention grows because users can't delete their account or find the right feature.
Good scenario: Retention grows because users return for new features or content.
What to check:
- Is it easy to delete an account?
- Is it clear how to cancel a subscription?
- Do you have a survey: "Why did you return?"
Practical solution: Add a "Delete account" button, a short survey after return, and analyze not just returns but also complaints.
Conversion Rate
Bad scenario: CR grows because users don't understand what they're buying or miss important details.
Good scenario: CR grows because the purchase process is clearer.
What to check:
- Are there hints at every step?
- Is there a comment/question field?
- Do you analyze reasons for returns?
Practical solution: Add hints, a short survey after purchase, and analyze not just CR but also returns.
Time on Screen
Bad scenario: Time increases because users are lost.
Good scenario: Time increases because users are exploring valuable new features.
What to check:
- Is it easy to find what you need?
- Are there search and hints?
- Do you analyze completed target actions?
Practical solution: Add search, hints, and analyze completed actions.
CTR, Likes, Clicks
Bad scenario: CTR grows, but nothing happens after the click.
Good scenario: CTR grows, and users perform target actions.
What to check:
- Do you track actions after the click?
- Do you ask: "What made you click?"
Practical solution: Track not just clicks but real actions, and add a question after the click.
Metrics Workflow Algorithm
- Define your goal (what exactly do you want to improve)
- Choose several metrics, not just one
- Add qualitative questions for users
- Analyze not just numbers, but the reasons for changes
- Regularly review your approach and metrics
Conclusion
Metrics are a tool, not a goal. Control not just the numbers, but the real reasons behind user actions.