We recently updated Swapit for iOS with the feature to sell items through your iPhone. We’ve also updated our Android app too. In fact, we are constantly updating Swapit with workflow improvements, new features to make the live of our users better.
Now, we are also constantly looking at how our users use Swapit. A while ago I mentioned we are using Crashlytics for in-app analytics. After having the iPhone app on the App Store for a while and the Android app on Google Play for about a year, it is time to compare the two. Though, the number of Android users still exceeds by far the number of iPhone users, we have enough to do a meaningful comparison.
Retention Retention Retention
For everyone, it is hard to acquire users. We are no exception to that. However, it is also hard – if not even harder – to retain them. We believe by providing a great platform from the onset and adding more and more value (i.e. through our constant app updates), we can retain our loyal users.
One metric we like to look at, is Session Length. Session Length means, how long are people in our app and for how long are they using it at each session. I.e. how long is each session in minutes and seconds. That’s rather easy to track, but at the time it’s an important indicator – especially for marketplace apps, like Swapit. If we have enough marketplace liquidity and the content in our marketplace (i.e. the items posted) are of interest to our users, then we can achieve a high session length. Interestingly, Android and iPhone users have a rather different usage pattern.
iPhone users stay 4x longer in Swapit than Android users.
To put that into numbers, yesterday on July 7th, 2016, the Median Session Lengths were:
- Android: 29 seconds
- iOS: 1 minute 54 seconds
Even when we’re looking at the whole period of the last 30 days, we can see that those numbers are pretty stable across each platform:
Android Session Length:
iOS Session Length:
We can even see a little uplift on Android over the past two weeks. I believe our core fan base on iOS are the first ones to use our iPhone app right away. I am talking about the great folks who signed up for the iOS beta even before it launched. Those are our most loyal users and they have much stronger relationship with Swapit, which in turn results in longer usage time. At the same time, on iOS we have a lot more of those in terms of overall percentage compared to Android. So therefore, I am assuming that has partly an effect on the higher session length. However, a 4x higher session length is a rather significant number.
Besides Crashlytics, we also use Flurry for in-app analytics. In there, we can also compare Swapit to the industry’s benchmark. With 30 seconds of median session length for “Shopping” apps worldwide, Swapit hits exactly the benchmark on Android. On iOS however, Swapit seems to beat the benchmark significantly.
Nature of Swapit Sessions
If you look at traditional shopping apps like eBay, Amazon, Lazada, etc. you will notice that they’re structured differently. They are B2C apps where you go into the app, search what you want, if you find it, you add it to your shopping cart, go to check out, enter your shipping address, check the price and shipping costs again, enter your credit card number and finally confirm the order.
On Swapit, though, the whole experience is different and much more engaging. Let’s say you find this beautiful Armlet and want to buy it from Julia, you’d hit “Chat to buy” and you’re ready to chat with her. You send a message and perhaps leave Swapit. Your session has ended. You leave the app and crush some candy. 20 seconds later Julia replies (she is usually super fast, I can definitely recommend her!), you receive a notification in your Notification Hub (Android) / Notification Center (iOS) and you go back into the app to confirm you’ll meet up with Julia and close the deal. Thus, you just had a quick short session to send your message. So actually, some of Swapit’s sessions are much shorter due to the nature of the app with built-in chat. That kind of user behavior is not expected with the eBay, Amazon, Lazada kind of apps. Therefore, I am actually surprised we can even hit the shopping industry benchmark on Android.
The Future of Swapit Retention
Is bright 🙂
In fact, we are right working on putting more features in place that allows us to even increase our retention metrics and add more value to our users. There are of course, many other metrics we are looking at and they all have their individual purpose and meaning. It would take a little while to list them all here, but I am sure, I will share some more retention stats in future — especially with all great secret sauce we are currently brewing at the Swapit HQ.
Stay tuned for the next Swapit update. It might actually surprise you!
Have you tried Swapit yet? You can download it at: http://get.swapit.la/now