Artisan VP of Customer Operations, Dave Frigeri and Business Intelligence Specialist, Corey Crawford identify key performance indicators for mCommerce apps and provide tips and ideas to A/B test and improve the indicators in order to increase app revenue.

1. Identifying and Improving
mCommerce App KPIs

2. 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?
Clear/detailed product images
Easy/secure checkout
Product descriptions
Easy product search
Personalization
Easy/clean user interface
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Artisan 2013 Holiday Survey of 510 mCommerce Shoppers
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4. Top of Funnel
Mid-Funnel
Bottom of Funnel
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5. 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.
Primary Objective: Increase Reach & Widen the Whole Funnel
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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7. 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.
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8. 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.
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9. 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.
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10. 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.
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11. TESTING IDEA: Simplify the sign-in process by changing
the home screen to a sign-in.
VS
Primary Objective: Increase sign-up acquisitions and sign-in conversion rate

12. TESTING IDEA: Move the promotion earlier in the funnel to the product catalog screen.
VS
Primary Objective: Increase catalog click through rate
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13. TESTING IDEA: Use people instead of objects to showcase
products on the product catalog screen.
VS
Primary Objective: Increase catalog click through rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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14. Mid-Funnel

15. 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.

16. 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.
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17. 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.
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18. TESTING IDEA: Decrease the number of buttons to simplify
the purchasing process.
VS
Primary Objective: Increase the add to cart conversion rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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19. TESTING IDEA: Increase the size of buttons to simplify the
purchasing process.
VS
Primary Objective: Increase the add to cart conversion rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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20. TESTING IDEA: Increase the strength of the call to action
on the checkout button.
VS
Primary Objective: Increase the add to cart conversion rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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21. TESTING IDEA: Add social networking icons to the product
detail screen to promote social sharing.
VS
Primary Objective: Increase referrals per user
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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22. Bottom of Funnel

23. The bottom of the funnel is where customers finalize their
transaction by checking out and paying for a product.
Primary Objective: Finalize Sales Transactions
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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24. 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.
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25. 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.
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26. TESTING IDEA: Change the location of the checkout button
to improve the checkout experience.
VS
Primary Objective: Increase check out conversion rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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27. TESTING IDEA: Change the color of the checkout button to
make it more prominent.
VS
Primary Objective: Increase check out conversion rate
© 2013 Artisan Mobile, Inc. Confidential and Proprietary. Not to be duplicated or distributed.
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28. Revenue
Improve
KPIs
Identify
KPIs
Deploy
Winning
Variations
Test Top
of Funnel
Test
Bottom of
Funnel
Test MidFunnel

29. Full Webinar:
http://www.youtube.com/watch?v=WpPVV5-oalA&feature=youtu.be
@ArtisanMobile
useartisan.com