Friday, March 21, 2014

Google Analytics: Understanding Your Mobile Audience

You've set up your Google Analytics IDs and started collecting information, but what does it all mean? With all of the raw data that is collected, it can be easy to get overwhelmed. So, lets take a look at a few easy metrics you can view to get a sense of how your app users are interacting with your mobile apps and mobile website.

Page Depth (Mobile Web) and Screen Depth (Native Apps)

The Page/Screen Depth view is a useful tool to get a sense of how much users interact with your app. While Visit/Session Duration will give you a general idea of how long users were viewing your app, the time is a lower bound and not an exact measurement.  It also does not show how much content they consumed during that time.  The Page/Screen Depth measurement will show how far into the app users explored.

Mobile Web:

Audience > Behavior > Engagement > Page Depth

Native Apps:

Behavior > Behavior > Session Duration > Screen Depth

Your content should be organized so that the majority of the visits are within the first 3-4 pages.  Having some traffic at larger depth quantities is good - it means that people are exploring everything the app has to offer, but remember that mobile apps are as much about convenience (quickly see event information, check out a new video, etc) as being a prolonged immersive experience.  If the majority of visits are occurring at large depth quantities, this could mean that the content your users want to see most is buried too deeply in the app, and it should be made more accessible for a better user experience.

Content Tracking

Now that you have a general idea of how people are interacting with the app, you can see specifically what content is most popular.

Mobile Web:

Behavior > Site Content > Content Drilldown

There are two types of entries you will see on this report.  A webpage icon next to the path denotes a single page while a folder icon is for all of the pages further down that path.  Click on one of the folder icon entries, find "Primary Dimension" and then click on "Page" to see the analytics for specific content in your app such as events, music, and video.

Primary Dimension > Page
Native Apps:

Behavior > Screens

Because of the differences in how native apps and mobile websites are constructed, the "Screens" report for your native apps is used to review the same information as "Content Drilldown" from the mobile website. You will notice that this view lacks the folder system from before, so in order to isolate a specific type of content, use the Search box on the left and enter in "/music/", "/video/", etc to see a narrowed down list of results.

Search

Operating System

Another useful tool in understanding your audience is the ability to see what kind of device they are using to access your content.  While this example will focus on the Operating System, you will see from the examples that other interesting information such as service provider, mobile browser, and much more can also be seen.

Mobile Web:

Audience > Technology > Browser & OS > Operating System & Pie Chart
Native Apps:

Audience > Devices and Network > Devices > Operating System & Bar Graph

In either case, selecting "Operating System" from the list of Primary Dimensions will display the traffic your apps receive from iOS and Android devices.  Using the "Pie Chart" and "Bar Graph" views can help visualize this data instead of just looking at the raw values.

Push Notification Tracking

As you know, Push Notifications can be one of the most powerful tools in keeping your users engaged and up-to-date on events and new content in your App.   By setting custom date ranges and changing the time scale of the general Audience Overview report, you can easily monitor the effectiveness of Push Notifications that have been sent. Since Push Notifications are specific to the native apps, we will only be looking at that set of Google Analytics data.

Audience > Overview > Set Date Range & Click 'Hourly'
As you can see, there are noticeable reactions to two push notifications that have been sent out.  Hovering your mouse over the chart will also reveal the number of visitors to the App on an hour by hour basis.

Comparing the Push Notification log to Google Analytics

Keep track of your Push Notification reactions over time to see what kind of messaging techniques attract the greatest response.  Google Analytics has an additional tool that can be useful for achieving a further granular view of how users react to Push Notifications.

Real-Time > Overview

By having the Real-Time Overview display active after a Push Notification is sent, you can monitor the response.  If your message directed your users to view a specific piece of content or alerted them to changes in an upcoming event, you will not only be able to see incoming traffic, but if the specific Screens related to that content in the App have been visited recently.

Stay Tuned

A future update to the mobile apps will include the ability to track exit links via the Events report, giving you the ability to monitor when users have clicked ticket or donation links, visited sponsor sites, and much more.

Want to Learn More?

If you want to learn even more about Google Analytics, we highly recommend visiting Google's Training & Certification program to fully develop your analysis skills.

Wednesday, February 5, 2014

Make Your App Unique with Custom Tabs

Among the many features of InstantEncore's mobile service, the most malleable is the ability to create custom content areas (or "tabs") in your mobile app.  Custom tabs allow you to share a wide range of content and information with your mobile patrons.  For example:



How to Create Custom Tabs for Your App

To create a custom tab in your mobile app, you will need to log into your InstantEncore account and go to Mobile >> Tabs.  Scroll past the list of current tabs, and you will find the "Add a Custom Tab" area.


Here, you can set the name of your new tab by entering the text into the Label field.  The italicized "i" is the default icon associated with new tabs.  You may change this by selecting "Change Image."


You may select one of the icons from our library, or you may upload your own custom icon.  Generally speaking, we encourage you to upload white icons with transparent backgrounds - use .PNG image files. Icons should be uploaded at 72px X 72px.

Next, you need to decide if you will create the HTML content for the custom tab or if you will link to an existing web page.

Using the HTML Editor to Create Content for Your Tab
To create the content for your tab, select "Write HTML for the page," and click on "Create."  This will open a page with an HTML editor for creating and changing content.


The HTML editor has a look and features similar to word processing software or another web content management system.  You can format the text, add bullets or numeric lists, create indentions, add hyperlinks, insert images, create tables, and more.  

At the bottom of the editor, you will see two tabs for viewing  - Design and HTML.  The Design view shows the content as it will appear in the app, while the HTML view shows the programming code for the content. You may use either view when creating and editing content for your custom tab.
TIP: If you insert an image into a custom tab, you may wish to set the image's size in proportion to the size of the screen on which the tab is viewed.  Using a relational size will allow the image to adjust its size depending on if it is viewed on a smartphone, tablet, or mini-tablet. To set the image size, go to the HTML view.  Find <img src="http://www.website.com/image">, and add style="width: __%" before the > closure.
One of the many things you can do with the HTML view is to add <form> and <iframe> elements, as well as other advanced HTML elements.  If you do use advanced elements, you will need to toggle the "Use Advanced HTML mode for this tab" checkbox at the bottom of the screen.


Custom tabs in Advanced mode will open in a browser within the app instead of being directly embedded in the app. Basic HTML custom tabs will have the app's name and highlight color at the top, along with a "Back" button.  Advanced HTML custom tabs will open in a browser with the app's custom background image.  Mobile users simply tap on the "Close" button at the bottom of the Advanced tab to return to the app.

Basic and Advance HTML tabs from Austin Symphony Orchestra.
Click image for larger view
Using an Existing URL to Create Your Custom Tab
To create a custom tab linking to an external URL, select "Display an existing web page," enter the page's address, and click "Create." When your app's users tap the tab icon or label text in the menu, a browser will launch featuring the existing web page.  To return to the app, they simply tap on "Done" in the bottom toolbar.

TIP: If possible, link to a mobile-responsive or mobile-specific URL so that your app's users continue to have an experience that has been optimized for their mobile devices.

The Special Case for Donations and Membership Tabs

Apple prohibits any app hosted in the iTunes App Store from processing donations and memberships within the app - which includes opening a browser within the app.  So, there is a slightly different process for including these tabs in your app:
  1. Add a tab using the "Write HTML for the page" option.
  2. Enter your message to prospective donors or members.
  3. Add text or an image linked to an external URL where your mobile users can make their donations or sign-up for membership.
  4. Go into the HTML view.
  5. Find <a href="http://www.website.com/page">, and add target="_system" before the > closure.
This causes the page to open in a separate mobile browser window, instead of a child browser within the app.  The distinction is minor, but necessary to fulfill Apple's guidelines.

Tuesday, December 17, 2013

How to Rock Your App's Description in the App Store

In response to requests from our mobile partners, InstantEncore has added a new field to the Basic Settings for your mobile app:  the App Store Description.

What is it?

As the name indicates, the App Store Description is an open text field in which you may enter the description of your mobile app as you would like for it to appear in the iTunes and Google Play app stores.

When a mobile user searches for your app in iTunes or Google Play, they land on an information page for your app containing your App Store Description as well as screenshots from your app.  The description is your opportunity to introduce mobile users to your app, let them know what they can do with it, and entice them to download it.

Tips for Rocking the Description

Briefly describe what your app does in 
the first 175 characters. Apple hides 
the rest of it behind a "More" link.

  1. Capture their attention with the first two lines of text. The app information page in the iTunes app store displays 175 characters of the description with a "More" link to open the remaining text.  So it's important that the opening of your description grabs the reader's attention and prompts them to tap the "More" link.

    Summarize what your app does and why it's awesome in the first two lines.  Use active verb phrases to help keep the text engaging.  Craft this intro text to end mid-phrase so that it prompts the user to tap "More" to finish the sentence they are reading.

  2. Highlight key features.  Mobile users read app descriptions to learn what the app will enable them to do before deciding whether or not to download it. Make a list of your app's most important and enticing features.  Again, using active verb phrases will prompt the user to envision themselves using your app in the described manner.  Be sure to highlight the unique nature of the content within your app.

    This is also a great place to tell your potential app subscribers how you plan to use the Push Notification feature.  What type of messaging will they receive if they opt-in to you receive these? How will these messages be useful for them?  People tend to opt-in for push notes if they know in advance what types of messages they will receive.

  3. Keep it concise.  While the app stores allow your description to be up to 4,000 characters in length, no one really wants to read that long of an app description.  You should be able to inform the user about your app and compel them to download it with no more than 700 characters.

  4. Make it easy-to-read.  Mobile users expect to be able to scan your description quickly and easily to ascertain what your app does. Avoid writing in paragraph format.  Use bullets and line breaks to foster scanning the text.

  5. Include single-line excerpts from reviews.  Once your app has received positive feedback from users, experts or media sources, add excerpts from these comments to your app description to bring in a bit of external validation.

  6. Update your app description on a regular basis.  As the features, functionality and content in your app change, update the description to reflect the evolution of your app.

How to Create or Change the App Description

Regardless of whether your app is already established or if it is yet to be published, we encourage you to create your own app description:
  • If you have not yet launched your mobile app, you will need to add the app description before your app may be published.  
  • If your app is already established, InstantEncore created an app description for you based on our template as well as the specific features you utilized within the mobile suite at the time of the app's launch.  We ask that you review your app's current description in the app store and modify it to your satisfaction.
The App Store Description field is located in the Permanent Settings section of the Basic Settings page in the Mobile area of the administrative control panel.  
  • Log into your account and go to Mobile >> Basic Settings
  • Scroll down to find the field marked App Store Description.


  • Simply add the description in the text box.  It's that easy.
    • If you are not sure what to write, click on the "see template" link in the paragraph under the text field, and a box containing text generated by our template will appear.
    • You may copy text from this box and paste it into the App Store Description field, where you can then edit it as you like.
  • If you are changing your App Store Description, please notify us at support@instantencore.com as we will need to submit the change to Apple and Google Play for approval.
    • Bear in mind that it can take up to 10 business days for the app store approval to be completed.

Monday, October 28, 2013

New Style Options for Your Mobile App

There are two new features in the InstantEncore mobile suite which further expand your ability to control the look and feel of your mobile app.

Light and Dark Themes

For the past three years, the InstantEncore mobile suite has had a single streamlined theme with white text over your custom background image or color.  Given the constraint of white text, this style theme was intended to include a darker background image or color to provide strong contrast to the text.  Correspondingly, this original theme is known as the "dark" theme.


One of the new features in the mobile suite is the addition of a "light" theme, featuring black text and intended to be combined with a lighter (or even white) background image or color.


To alter your mobile app's theme, go to Mobile >> Style in the control panel. The system defaults to the original dark theme.  You may change the theme by using the drop-down tool to select "Light."

Custom CSS Tool

The other new feature added to the mobile suite is a Custom CSS tool which allows you to set style and formatting preferences for custom content tabs you create for your mobile app.  

By creating custom tabs in the mobile suite, you are able to create content areas in your mobile app to meet the specific needs of your patrons. CSS (Cascading Style Sheets) allow you to change the style or presentation of HTML code in these custom tabs.

The CSS Tool is an advanced area of the control panel and should only be edited by someone with previous CSS and HTML experience.  If you do not have this previous experience, then please consult a web designer before making any changes to this area.


To access the CSS Tool, go to Mobile >> Style and select "Manage custom CSS styles."


If you have any questions about either of these new features, or any other elements in the control panel, please contact us at support@instantencore.com

Monday, August 19, 2013

Recent Changes to Twitter and What That Means for Your App

For those of you who have your mobile app configured to pull content from your Twitter stream into the Buzz area of your app, you may have noticed that your Twitter posts have not been appearing in your app.

What happened

Earlier this summer, Twitter made a major change to how they feed content to other web services by switching from RSS / XML code to JSON.  Correspondingly, the RSS / XML feed link you entered into the Buzz area of the mobile suite is no longer active.

What you can do

The infrastructure for the Buzz area currently relies on RSS / XML code to import content from social media and other sites, so incorporating your Twitter content into the Buzz section of your app is not possible at this time.

While we explore our options for reintegrating Twitter with Buzz, we suggest creating a custom tab in your mobile app for your Twitter stream.


  1. From the InstantEncore dashboard, go to Mobile >> Tabs.
  2. Scroll down past the list of current tabs to the section labeled "Add a Custom Tab."
  3. Enter a text label for the new tab.  You might use "Twitter," "Updates," or "Follow us on Twitter."
  4. Select the icon to associate with the new tab.  We have included a commonly recognized Twitter icon in our library for you to use, if you like.
  5. In the "Content" area, select "Display an existing web page."
  6. In the URL box, enter http://mobile.twitter.com/YourTwitterName.
  7. Click on the "Create" button.
Your Twitter profile will now appear as a tab within your mobile app. It's that easy!