My team is going through a beta release for our mobile app to get early feedback. We’ve noticed that our android app is struggling compared to iOS. It seems that having an extra hurdle with signing up for the android beta program impacts installations. Naturally we’d expect the android engagement to lag a little behind iOS based on the Aussie mobile usage market analysis but there is still a significant drop.
We have 428 iOS installs, and 99 android installs. That’s a 19% Android installation rate. We have roughly 75-80% successful registrations and return log ins once people actually figure out how to install the app.
Google Groups vs Test Flight
We are using google groups to manage the distribution of the android beta app and because it’s harder to use than test flight for iOS we’ve gotten less installations. It’s fascinating how an extra hurdle in the sign up process can impact installations.
Return Logins
Our android numbers appear to be higher than usual here but I think it’s to do with the timeframe I’m collecting these numbers over. We’ve had a few people install the android app before we officially started the beta release and I think they’ve been counted in this statistics.
Tools
We are using adobe analytics, test flight and using a closed test track via google groups to help us manage the beta app releases and to gauge engagement metrics. You can read more about our general mobile app test strategy here if you like.
What were your experiences going through a beta release process? What worked well? How did you improve the process?
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