{"id":2648,"date":"2016-08-09T13:39:30","date_gmt":"2016-08-09T13:39:30","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=2648"},"modified":"2024-05-07T13:05:08","modified_gmt":"2024-05-07T11:05:08","slug":"evaluer-rentabilite-applications-mobiles","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/developpement-applications-mobiles\/evaluer-rentabilite-applications-mobiles\/","title":{"rendered":"Comment \u00e9valuer la rentabilit\u00e9 des applications mobiles ?"},"content":{"rendered":"

Le d\u00e9veloppement d\u2019applications mobile ne s\u2019arr\u00eate jamais, m\u00eame apr\u00e8s sa publication sur les stores. Il faut constamment l\u2019am\u00e9liorer pour retenir les utilisateurs.<\/a> Pour le faire, il est essentiel d\u2019analyser leur comportement. Comme le montre l\u2019entreprise Flurry, le taux de r\u00e9tention\u00a0des applications mobiles varie en fonction de leur cat\u00e9gorie\u00a0:<\/p>\n

Chaque application aura donc ses KPI sp\u00e9cifiques, il existe tout de m\u00eame quelques mesures importantes pour toutes les applications mobile.<\/p>\n

VOUS VOULEZ CR\u00c9ER UNE APPLICATION ? PARLEZ-NOUS DE VOTRE PROJET \u270c\ufe0f<\/a><\/div>\n
<\/div>\n

1. Les utilisateurs actifs<\/h2>\n

Inciter un mobinaute \u00e0 t\u00e9l\u00e9charger une application est facile. Le retenir vous co\u00fbtera plus d\u2019effort<\/a>. Pour savoir si les utilisateurs reviennent \u00e0 votre application, v\u00e9rifiez le nombre d\u2019utilisateurs mensuels actifs<\/strong> (MAU) et le nombre d\u2019utilisateurs quotidiens actifs<\/strong> (DAU).<\/p>\n

Il est tout \u00e0 fait normal que les utilisateurs abandonnent l\u2019application apr\u00e8s un certain temps d\u2019utilisation. Certains s\u2019en lasseront probablement, \u00a0d\u2019autres n\u2019en auront plus besoin\u2026 C\u2019est pourquoi il est important d\u2019investir dans le marketing mobile pour promouvoir votre application<\/a>. N\u2019oubliez pas de v\u00e9rifier r\u00e9guli\u00e8rement le taux de nouveaux utilisateurs<\/strong>. Si celui-ci diminue, c\u2019est un signe qu\u2019il faut am\u00e9liorer ou intensifier votre strat\u00e9gie de marketing.<\/p>\n

<\/div>\n

2. L\u2019utilisation de l’application<\/h2>\n

Savez-vous quel \u00e9cran de votre application vous fait perdre le plus de clients? Conna\u00eetre le flux de la navigation<\/strong> au sein de l’application est la cl\u00e9 pour comprendre les besoins de ses utilisateurs. V\u00e9rifiez surtout sur quels \u00e9crans ils restent le plus longtemps. S\u2019il s\u2019agit d\u2019une application de jeu, cela peut signifier que le niveau de difficult\u00e9 est trop \u00e9lev\u00e9. Vous pouvez, par exemple, vous servir de heat maps<\/em><\/strong> pour suivre les parcours des visiteurs de votre application.<\/p>\n

\"informations<\/p>\n

3. Le temps d\u2019une session<\/h2>\n

Combien de temps en moyenne un utilisateur reste au sein de votre application?<\/strong> Les utilisateurs qui quittent l\u2019application imm\u00e9diatement apr\u00e8s son premier lancement n\u2019ont probablement pas trouv\u00e9 ce qu\u2019ils cherchaient. S\u2019il s\u2019agit d\u2019un seul cas, vous n\u2019avez pas de quoi vous alarmer. Cependant, si de nombreux utilisateurs ont le m\u00eame comportement, la fa\u00e7on dont vous communiquez autour de votre app pourra probablement \u00eatre am\u00e9lior\u00e9e. Assurez-vous qu\u2019il n\u2019y a pas de d\u00e9calage entre l\u2019application et ce que vous en d\u00eetes.<\/p>\n

4. R\u00e9tention des utilisateurs mobiles<\/h2>\n

20% des applications mobile ne sont utilis\u00e9s qu’une seule fois. \u00cates-vous s\u00fbr que votre app n\u2019en fait pas partie? Il est possible de mesurer le pourcentage d’utilisateurs qui reviennent apr\u00e8s leur premi\u00e8re visite. Vous pouvez \u00e9galement v\u00e9rifier \u00e0 quelle fr\u00e9quence ils se connectent<\/strong>. Cela vous permettra, par exemple, de mettre en place un programme de fid\u00e9lit\u00e9 pour r\u00e9compenser les utilisateurs les plus engag\u00e9s.<\/p>\n

\"graphique<\/p>\n

5. Le co\u00fbt d’acquisition client (CAC)<\/h2>\n

Le co\u00fbt d\u2019acquisition client est une donn\u00e9e importante qui vous permettra de d\u00e9terminer combien au maximum vous pouvez investir dans la publicit\u00e9<\/strong>. Le CAC est la somme de tous les co\u00fbts investis dans l’obtention de nouveaux clients divis\u00e9e par le nombre de nouveaux clients sur la m\u00eame p\u00e9riode.<\/p>\n

6. Le chiffre d’affaires\u00a0moyen par utilisateur (ARPU)<\/h2>\n

Attirer de nouveaux utilisateurs, c\u2019est bien. Attirer de nouveaux utilisateurs qui d\u00e9pensent, c\u2019est mieux, car cela permet de rentabiliser les applications mobiles. Pour calculer l\u2019ARPU, divisez le montant total de vos recettes (obtenues avec les achats in-app, la publicit\u00e9, les abonnements) par le nombre d’utilisateurs actifs sur une p\u00e9riode de temps.<\/p>\n

7. La valeur vie client (CLV)<\/h2>\n

La valeur vie client n’est autre chose que\u00a0les profits attendus sur la \u00ab\u00a0dur\u00e9e de vie\u00a0\u00bb d’un client. On l\u2019obtient en multipliant l’ARPU par la \u00ab\u00a0dur\u00e9e de vie\u00a0\u00bb moyenne d’un client (la dur\u00e9e pendant laquelle la personne utilise l\u2019application). Cette variable vous servira, par exemple, \u00e0 identifier combien au maximum il vous sera possible d’investir dans l’acquisition de nouveaux utilisateurs.<\/p>\n

\"Proyecto<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le d\u00e9veloppement d\u2019applications mobile ne s\u2019arr\u00eate jamais, m\u00eame apr\u00e8s sa publication sur les stores. Il faut constamment l\u2019am\u00e9liorer pour retenir les utilisateurs. Pour le faire, …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[302],"tags":[],"class_list":["post-2648","post","type-post","status-publish","format-standard","hentry","category-developpement-applications-mobiles"],"yoast_head":"\nComment \u00e9valuer la rentabilit\u00e9 des applications mobile ?<\/title>\n<meta name=\"description\" content=\"Le nombre de t\u00e9l\u00e9chargements g\u00e9n\u00e9r\u00e9s, le nombre d'utilisateurs... 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Il faut constamment l\u2019am\u00e9liorer pour retenir les utilisateurs. 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