How To Measure & Analyze MVP Success

One of the main reasons for developing an MVP is gaining feedback and understanding its success. This means having measurement metrics in mind from the outset.The article focuses on minimum viable product success with apps and software in particular, but the same information is applicable to other types of MVP too.
Clock 9 minutes

#MVP #business analysis

How To Measure & Analyze MVP Success
Table of contents expand
LI mail

The question of how to measure MVP success is an important one. An MVP is a minimum viable product. One of the main reasons for developing an MVP in the first place is gaining feedback and input and understanding its success. 

This means having measurement metrics and criteria in mind from the outset.

The discussion below focuses on minimum viable product success with apps and software in particular, but the same information is applicable and transferrable to other types of MVP too.

When to Plan Measurement and Analysis of MVP Success

Measuring and analyzing your MVP should be factored in from the very outset of planning an MVP. Think at the start about how you will measure and analyze the product. If you do this when planning how to build an MVP you will be more likely to succeed.

MVP Success Criteria

Minimum Viable Product success criteria are likely to take two forms. In brief, they are:

Feedback. This is mostly in the form of customer input about how useful the product is. It includes how the product might be improved to make it more user-friendly.

Metrics. Metrics are numbers you can gather. These help with understanding what your customers think. 

These will now be considered in greater detail.

Customer Input

The key to your measurement ought to be what the customer thinks about your product. Measuring this may not seem straightforward. Yet there are a number of ways that this can be done.

While many of the metrics will be quantitative (numerical) in nature, customer feedback is qualitative (rich text).

You will be looking for information on their experience of your product and their perceptions of its usefulness or otherwise.

Remember, you must not overlook what customers think. This is possibly the most important information you can gather in your analysis. The numbers alone can only tell you so much. There are various ways you can gain customer input which include:

Forums – by posting on forums where your customers are found you can seek their feedback on your product and ask them how it might be improved. You might also post short surveys or polls here for customers to input.

Interviews – holding short interviews with a handful of customers will help you glean invaluable information for further product development (or not). Ask about the product's usefulness, whether they would recommend it to others, willingness to pay and how they think it could be improved.

Tip: Don’t make interviews too structured. Allow the customer the space to say what they really think, and you will get more from the meeting! Ask open questions rather than those with one-word answers.

Emailing users – once your MVP has a sizable number of users you might consider emailing them to gather feedback.

Input from the product – you can also gather feedback from within the product itself. Build in a free text field into the product that allows the customer to say what they think. This data can be collated and reviewed to improve the product.

MVP Success Metrics

Knowing how to measure Minimum Viable Product success by numbers is also extremely helpful.

Metric Type
What the Metric Tells You
Number of downloads
This tells you about the likely level of interest in your product, and specifically in the need for a product to solve the problem you aim to address.
Percentage of active users
The number of downloads does not tell you if people actually use your product after downloading it. Understanding the percentage of active users does. The higher the better for this metric.
Percentage of paying users
A high number of paying users may suggest that your MVP is a success. Again, the higher the better here. It is not a success if the customers pay and then stop using it – if so you need to work out why!
ARPU (average revenue per user)
This can be tracked monthly and is calculated as the purchases made in the app divided by the total number of active users.
In-store positioning
Store placement will give you an idea of how popular your product is. It can also inform you on whether your product is easy for customers to find.
The percentage of people who stop using your product. You could consider this daily, weekly, monthly, or annually – or all of these. It is calculated as the number of customers lost per month divided by the number of users at the start of that month.
User ratings
User ratings can provide very helpful input on what customers think about your product.

Be aware that at the outset many downloads may be one-time users only. As your MVP is refined to better meet customer needs, the number of one-time users only should reduce. If not, there is something wrong with your MVP.

What to Look for in the Numbers for MVP Success

There are some useful benchmarks you can consider, to know if your app is successful or not. These are:

  • Achieving a rate of 1.5% of total users who make a purchase from the app.
  • Ensuring that around a third of your registered users (30%) open the app once a month.
  • Ensuring that one in ten (10%) of your registered users open the app once a day.
  • That the cost of acquiring customers is not more than one-third of the total benefit you will get from that customer over their whole time using your app.
  • For user ratings, you can expect fewer than 1% of customers to rate your product if it is an app.

Time and Resources Spent Versus Value of Data

Different levels of effort reap varied rewards in terms of the quality of information you will gather.

Gathering qualitative data from customer interviews will take significant time and resources. Yet it may prove invaluable in understanding whether your product will succeed or fail and why. This is tremendously useful in taking your MVP forward.

Looking only at the metrics is not especially time consuming, and it can also provide valuable information. The question it might not answer is the “Why?”. You might see that many customers stop using the app quickly through the figures but understanding why means asking them what they think.

The optimal approach in how to measure MVP success is likely to include gathering a combination of both customer input and metrics. 

Of course, there is no point in measuring and analyzing if you are not going to act based on what you learned. Don’t forget this important step!


Summarizing, measuring Minimum Viable Product success needs to be planned from the time you start planning your MVP.

The data collected should include metrics that can be gathered about how your product is used. It is also very helpful to gain input from customers about what they actually think.

Recent topics

A Comprehensive Guide to Modern Web Development Stacks

#development #mobile application #web application

September 30, 2021
A Comprehensive Guide to Modern Web Development Stacks A Comprehensive Guide to Modern Web Development Stacks

To help build a functional web application, web development stacks offer a comprehensive collection of tools and technologies as the foundational platform. While there are a number of full-stack frameworks to choose from, the Django, Vue.js, Python framework is increasingly gaining traction for data-driven applications (such as Instagram) that rely on rapid prototyping and analytics. The framework is also considered perfect for single-page applications since Vue handles Javascript, reducing the workload on developers. At Enkonix, we take pride in having helped multiple organizations develop complex web applications or help with expert consulting in their web development journey.

Clock 16 minutes Keep reading >
Pavel Gorbachenko Co-Founder, CEO
What is the Rapid Application Development Process?

#development #mobile application #web application

September 28, 2021
What is the Rapid Application Development Process? What is the Rapid Application Development Process?

Rapid application development has always been a popular choice for delivering prototype code quickly to evaluate application concepts and feasibility and on the fly development of requirements.

Its main benefits for application development are the speed and flexibility to accommodate customer changes during the development cycle cost-effectively. In addition, the modular approach to code structure also brings maintainability and reuse benefits.The rapid application development model is fantastic where its use is appropriate, and it has plenty of advantages over other development processes.

Clock 18 minutes Keep reading >
Pavel Gorbachenko Co-Founder, CEO
#MVP #business analysis #product strategy

Getting the Most from Customer Feedback of your MVP >

MVP feedback is essential to improve a minimum viable product and customers are integral to this process. Here, we will consider everything you need to know about getting customer insight to improve your MVP. Getting input from customers helps you to maximize learning.

#product launch #product strategy #project management

Time to Market (TTM) – What is it and why does it matter for my business? >

Time to market (TTM) refers to the amount of time from the moment of conceiving the idea about a product through to launching the final product or service to customers. The term can also be used for the time for a new marketing campaign to get to market, or for a new process to go live.

#design #product launch #product strategy

How a Proof of Concept (PoC) Aids Development >

Bringing a new idea to the market can be full of risks. The significant issues may be that the concept doesn’t work in practice, or the target audience doesn’t want it. A Proof of Concept (POC) is a faster and less expensive solution to testing the feasibility of an idea.

#development #project management #technology

Agile or Traditional? Forming the Right Software Development Team Structure >

One common factor identified as the cause of failure of several IT projects is an inefficient software development team structure. In this article, we delve into how an Agile team differs from a traditional structure, along with exploring common software development team roles and responsibilities.

Pick category to explore more

#MVP #business analysis #design #development #mobile application #product launch #product strategy #project management #technology #web application