26/11/25
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10
min
How to improve the speed of your ecommerce app to sell more
The success of an eCommerce app depends not only on design or speed, but also on knowing how to correctly interpret the data that reveals whether the user advances, stagnates or abandons. To scale sales and optimize profitability, it is key to know the advanced metrics for ecommerce apps that show the real performance and opportunities for improvement. Within the realm of advanced optimization and performance, understanding which KPIs really matter can make the difference between growing... or falling behind.
In this article we analyze the most relevant mobile metrics, how to interpret them, what decisions you can make with each one and how UMOV -an online university- has managed to improve its recruitment and conversions by applying a data-driven strategy.
According to Adjust, 70% of ecommerce apps do not analyze more than 20% of their available data. And those that apply advanced measurement improve their overall conversion by 25% to 45%. The reason is simple: what you don't measure, you can't optimize.
Measuring well allows:
An app with good retention is a healthy app. According to AppsFlyer, the average mobile retention rate in ecommerce is 19% in D7. If your app is below this, there are perceived value or experience issues.
The perfect balance. A profitable ecommerce app must maintain an LTV higher than its CPA. Companies with optimized apps have an LTV up to 2.4 times higher than those that only sell via the web.
Instead of looking only at the final conversion, split the funnel:
According to the Baymard Institute, overall cart abandonment on mobile is 70%, so breaking down the funnel allows you to identify the exact moment when users drop off.
Indicates how many screens or actions the user performs in each session. Apps with high session depth generate 60% more sales.
Among the performance metrics, this one is critical. Every additional second means 20% less conversions according to Google.
It allows detecting which elements generate more value and which can be eliminated.
Unused functions may be poorly designed or redundant.
Notifications are one of the main drivers of mobile conversion. A good segmented system achieves open rates of 30%-40%, well above email.
AOV is usually 18% higher in apps than on the web. Measuring it by segments helps to create more effective cross-selling and upselling strategies.
Recurring users generate between 60% and 80% of revenue in mature apps.
The churn rate indicates how many users stop using the app. Reducing churn by 5% can increase profits by 25% to 95% (Harvard Business Review).
If the loading time is high and the conversion is low, the problem is usually technical.
A low AOV indicates that you can work with packs, progressive promotions or dynamic recommendations.
If the session depth drops, the home page or the categories are not well structured.
If the push open rate is low, the messages are not relevant.
UMOV, an online university with training in multiple disciplines, launched its app with the aim of improving the student experience. Thanks to the analysis of advanced metrics for ecommerce apps, it has managed to optimize its recruitment, registration and academic use processes.
The result was a faster, more useful app with greater perceived value to the student.
The essentials include retention, conversion per stage, load time, session depth, churn, AOV and usage of key features.
Firebase Performance, Adjust, AppsFlyer, Mixpanel and Amplitude are the most widely used for analyzing behavior and performance in mobile apps.
You must measure each stage of the funnel. If more than 30% drop off between product and cart, or more than 50% abandon at checkout, optimization is required.
The key KPIs are: actual load time per screen, FPS, image weight, server latency and interface crashes.
AOV, retention, repeat users, push open rate and conversion per stage have the greatest impact on revenue.
The apps that evolve are the ones that measure. Analyzing advanced metrics for ecommerce apps uncovers real opportunities, optimizes the mobile experience and steadily increases revenue. By following advanced optimization and performance strategies and examples like UMOV's, any business can scale its growth and improve the effectiveness of its app.
