Now that you can better understand your users’ behavior and some of their purchasing habits, you can start thinking about what issues might be preventing them from completing in-app purchases:
Introduction
There could be a number of roadblocks that prevent users from spending money in your app. A roadblock could be a design issue that discourages users like a complex registration process or a technical issue that users experience on particular devices or operating systems. You can use the reports we’ve talked about in previous units to help identify roadblocks and more effectively monetize your users.Roadblock examples
For example, you can use the Screens report to compare the monetized and non-monetized segments to see if users that don’t spend money have a higher exit rate on certain screens. This could indicate that there is a roadblock on that screen like an extra-challenging game level or a technical issue in the purchase process. Similarly, you can run an Event Tracking report to see whether non-monetized users are leaving the game after a specific interaction. Perhaps a particular event is frustrating users or blocking them from reaching the in-app store to make purchases. You could also visit the Devices report and, if you see that monetization is lower on one device compared to others, you could test to see if there are any technical issues with your app on that particular device.In addition to these reports, you can use the “Crashes and Exceptions” report to identify possible roadblocks. Crashes data is automatically sent to your reports, but you can also define exception types for more detail on other errors such as network failures and empty search results. All of this data can be broken out by app version, operating system, and device brand, so you can evaluate your app’s technical performance in different environments.
To take it one step further, you may want to consider how much crashes are costing you. You can do this by creating two segments: one for sessions with crashes and another without. Then compare the ecommerce conversion rate and average order value of the segments to see if these metrics are lower in sessions with a crash.
Conclusion
These are just some of the Google Analytics reports you can use to discover roadblocks to revenue. By using the reports that are most applicable to your monetary goals, you can discover opportunities to improve your app user experience and drive more revenue for your business.
--
