Understanding and Improving Mid-Funnel App Performance (2 of 3)

Becky Doles

The key objective of the mid-funnel is to engage and inform potential buyers. Learn what metrics are best for tracking the mid-funnel of your app.

Ported Post: This entry was originally published in the Artisan Mobile blog. Artisan was rebranded as In-App Marketing after being acquired by TUNE in July of 2015. 

What is the Mid-Funnel?

The mid-funnel is where new users who have successfully navigated through the top of the funnel are engaging in active evaluation of a brand and it’s products. Shopping, browsing, information gathering, and comparison are all common activities.

Mid-Funnel App Screens

The key objective of the mid-funnel is to engage and inform potential buyers. At this stage of the process, app users have navigated to the product detail screen and are determining whether or not they want to progress down the funnel to a purchase. Providing pertinent information and a positive user experience can make the difference between a purchase and an app exit.

“Referrals per user” as well as “add to cart conversion rate,” detailed below, can help you measure how successful the mid-funnel of your mobile app is performing. Understanding and improving these metrics can help your app reach it’s full potential and drive up your business objectives.

Mid-Funnel Metrics Screen Shot

  • Referrals Per User – Sharing or recommending an app or particular product to others is free marketing and helps recruit new users. It entices new users to purchase a product based on a recommendation from a trusted source. “Referrals per user” is defined as the average number of in-app referrals made per user. This metric can shed light on how engaged app users are with the brand, and is correlated with purchases and an increased length of time spent in app.
  • Add to Cart Conversion Rate – Add to cart conversion rate is defined as the percentage of product detail screen views that result in a product being added to the shopping cart. Add to cart conversion rate is an integral part of the buying process that signals interest in a product and intent to purchase. In addition, add to cart conversion rate is a reflection of the success of the product detail screen. A low add to cart conversion rate signals that the product detail screen is not satisfying the needs of potential buyers.

Looking for testing ideas to help improve these metrics? Download our free eBook.

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

Leave a Reply