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

AppFollow
AppFollow

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: HOW TO
GATHER INSIGHTS & SUCCEED
Vlad Shishkin
Head of App Analytics,

AppFollow
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
UA Strategy
NSM / CRs User Feedback
App Usage
Creating a winning market strategy means
working with the whole user journey
Idea Valida;on
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
Market Research
Main pitfalls while entering new markets
6
User base
to acquire
Competitors Localization

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

  • 1. ENTERING NEW MARKETS: HOW TO GATHER INSIGHTS & SUCCEED Vlad Shishkin Head of App Analytics, AppFollow
  • 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 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 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
  • 6. Main pitfalls while entering new markets 6 User base to acquire Competitors Localization
  • 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 At AppFollow, we start with market trends We count Benchmark for downloads needed to reach Top N of a certain category
  • 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 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 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 Seasonal trends can be different and affect your launch Pre-exam preparation boom Gradual rise before the school year start
  • 13. You can get insights even without intelligence data 13 Highest-rated competitor has few reviews
  • 14. You can get insights even without intelligence data 14 Highest-rated competitor has few reviews All competitors have equal pricing & monetization model
  • 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. 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. 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. Don’t just translate — try to adapt 18 US vs Japan App Store screenshots
  • 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. 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. 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. 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 Choosing the North Star Metric
  • 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. 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. 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 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 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 -3 & 4 star reviews -Updated reviews -Long text reviews Better insights usually come from
  • 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 We’ve got a lot to share from our clients Visit appfollow.io/customers for more case studies
  • 33. Thank you! 33 Vlad Shishkin Head of App Analy;cs vlad.shishkin@appfollow.io WE’RE HIRING! hr@appfollow.io