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Entering new markets in mobile: how to gather insights and succeed

Entering new markets in mobile: how to gather insights and succeed

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Presentation from the webinar "Entering new markets: strategy, pitfalls, and tips" hosted together with Social Peta.
Watch the video here https://appfollow.io/webinar/webinar-entering-new-markets-strategy-pitfalls-and-tips

Presentation from the webinar "Entering new markets: strategy, pitfalls, and tips" hosted together with Social Peta.
Watch the video here https://appfollow.io/webinar/webinar-entering-new-markets-strategy-pitfalls-and-tips

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Entering new markets in mobile: how to gather insights and succeed

  1. 1. ENTERING NEW MARKETS: HOW TO GATHER INSIGHTS & SUCCEED Vlad Shishkin Head of App Analytics, AppFollow
  2. 2. 2 • All-in-one platform to boost your app growth: review management, ASO, app analytics & insights • Apps from the App Store, Google Play, Amazon, MS Store • 150M reviews processed monthly About AppFollow
  3. 3. 3 UA Strategy NSM / CRs User Feedback App Usage Creating a winning market strategy means working with the whole user journey Idea Valida;on
  4. 4. 4 Idea Valida;on UA Strategy NSM / CRs User Feedback App Usage Creating a winning market strategy means working with the whole user journey Market Research Post-release analytics KPIs to reach Review management
  5. 5. 5 Market Research
  6. 6. Main pitfalls while entering new markets 6 User base to acquire Competitors Localization
  7. 7. Main pitfalls while entering new markets 7 User base to acquire New niche or No room for growth? Localize the app page or Localize the app itself? Competitors Localization
  8. 8. 8 At AppFollow, we start with market trends We count Benchmark for downloads needed to reach Top N of a certain category
  9. 9. 9 We count Benchmark for downloads needed to reach Top N of a certain category And calculate the overall downloads trend to understand the dynamics of the market At AppFollow, we start with market trends
  10. 10. 10 We count Benchmark for downloads needed to reach Top N in a certain category And calculate the overall downloads trend to understand the dynamics of the market It also helps us get insights on the market changes and share them with our users At AppFollow, we start with market trends
  11. 11. 11 Goal: launch an app on a new market Target market: Russia, Education, App Store Even seasonal trends can be different and affect your launch
  12. 12. 12 Seasonal trends can be different and affect your launch Pre-exam preparation boom Gradual rise before the school year start
  13. 13. You can get insights even without intelligence data 13 Highest-rated competitor has few reviews
  14. 14. You can get insights even without intelligence data 14 Highest-rated competitor has few reviews All competitors have equal pricing & monetization model
  15. 15. You can get insights even without intelligence data 15 All competitors have equal pricing & monetization model Highest-rated competitor has few reviews All apps were launched less than 1 year ago
  16. 16. You can get insights even without intelligence data 16 All competitors have equal pricing & monetization model Highest-rated competitor has few reviews All apps were launched less than 1 year ago Niche is too little to compete for Niche has undiscovered potential
  17. 17. You can get insights even without intelligence data 17 All competitors have equal pricing & monetization model Highest-rated competitor has few reviews All apps were launched less than 1 year ago Niche is too little to compete for Niche has undiscovered potential
  18. 18. Don’t just translate — try to adapt 18 US vs Japan App Store screenshots
  19. 19. 19 Analyzing app usage
  20. 20. 20 Most of the data is opt-in App Store Connect Reports, where data points can overlap We could’ve just go with consoles data, but Tons of downloads metrics Google Play Console UI is not user-friendly AppFollow can help you with all of it
  21. 21. 4 tips on how to analyze app data when entering new markets 21 For downloads it’s never just downloads — there are also New Downloads and Updates, Promotional Downloads, Organic Downloads (ASO), etc. 
 COVID ruined new downloads for my app, but solidified my core user base judging by Updates — so I can still say the trend is positive. Look for dynamics for several indicators
  22. 22. 4 tips on how to analyze app data when entering new markets 22 For downloads it’s never just downloads — there are also New Downloads and Updates, Promotional Downloads, Organic Downloads (ASO), etc. 
 COVID ruined new downloads for my app, but solidified my core user base judging by Updates — so I can still say the trend is positive. Most of the important metrics are opt-in or unavailable in web; revenue estimates are gross; accurate downloads data ususally comes 2 days after the actual date. Look for dynamics for several indicators Always keep in mind console’s flaws
  23. 23. 4 tips on how to analyze app data when entering new markets 23 For downloads it’s never just downloads — there are also New Downloads and Updates, Promotional Downloads, Organic Downloads (ASO), etc. 
 COVID ruined new downloads for my app, but solidified my core user base judging by Updates — so I can still say the trend is positive. Most of the important metrics are opt-in or unavailable in web; revenue estimates are gross; accurate downloads data ususally comes 2 days after the actual date. F.e. Subscriptions report from App Store Connect will give you tons of metrics for subscription events, unlike the web interface. Unfortunately, you need either analytics or a lot of spare time to dig into. Look for dynamics for several indicators Always keep in mind console’s flaws Raw data or expor:ng is king
  24. 24. 24 Choosing the North Star Metric
  25. 25. 25 NSM #1: Number of users (Number of Installs, DAU/MAU) NSM #2: Quality of users (ROI, ARPU, LTV) Metric Free Apps (Ad Monetization) Paid Apps (in-Apps, Subscriptions) Number of Installs Yes (NSM #1) Maybe DAU/MAU Yes (NSM #1) Maybe ARPU/ARPPU Maybe Yes (NSM #2) LTV Maybe Yes (NSM #2) ROI Maybe Yes (NSM #2) Quantity vs Quality
  26. 26. Reviews can also become a NSM 26 Avg Revenue per User Retention Rate Quality of usersNumber of users UA Creative CTR cost CVR to install on Store Page
  27. 27. Reviews can also become a NSM 27 Avg Revenue per User Retention Rate Quality of usersNumber of users UA Creative CTR cost CVR to install on Store Page 3 out of 4 possible NSMs are affected by reviews
  28. 28. 28 AppFollow Store Top Charts Research 2019 18% 45% 37% 7% 41% 52% App Store Google Play Avg Rating for Apps in Top Charts <4.0 stars 4-4.5 stars >4.5 stars According to our research, top charts rating policy make apps with <4 stars rating lose up to a half of their Organic Downloads Reviews can also become a NSM
  29. 29. 29 Apart from impact on NSMs, Reviews can be helpful in your market strategy to: - gather insights from feedback from the very start - decrease churn and understand market- specific issues
  30. 30. 30 -3 & 4 star reviews -Updated reviews -Long text reviews Better insights usually come from
  31. 31. 31 AppFollow Customer Success Case 2020 RESULT: Increased app rating to 4.82 4.82 AVG RATING ACTION: Started replying to reviews systematically via AppFollow WHO: Tinkoff iOS Replying to reviews can help you start winning from the very beginning
  32. 32. 32 We’ve got a lot to share from our clients Visit appfollow.io/customers for more case studies
  33. 33. Thank you! 33 Vlad Shishkin Head of App Analy;cs vlad.shishkin@appfollow.io WE’RE HIRING! hr@appfollow.io

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