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How to Respond to a Competitor's New App Launch (AGS Virtual Summit) - AppTweak

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How to Respond to a Competitor's New App Launch (AGS Virtual Summit) - AppTweak

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Hi everyone! Happy to share with you the slides I used in my presentations at App Growth Virtual Summit NYC and Berlin 2020 (AGS) around the topic of App Store Optimization (ASO).

In this presentation, I share with you a real case study of one of our clients who successfully managed to react to a new competitor's launch on the App Store in the US.

"This session will review the most important KPIs you should track and monitor after a competitor launched a new app competing with yours. Laurie will also share some great techniques to respond to that launch in order to avoid getting too many installs stolen from that new app. Whether you're just getting started with ASO or already an expert, this presentation will give you plenty of actionable insights you simply cannot miss!"

Author: Laurie Galazzo, CMO at AppTweak ASO Tool (2014-present)

Hi everyone! Happy to share with you the slides I used in my presentations at App Growth Virtual Summit NYC and Berlin 2020 (AGS) around the topic of App Store Optimization (ASO).

In this presentation, I share with you a real case study of one of our clients who successfully managed to react to a new competitor's launch on the App Store in the US.

"This session will review the most important KPIs you should track and monitor after a competitor launched a new app competing with yours. Laurie will also share some great techniques to respond to that launch in order to avoid getting too many installs stolen from that new app. Whether you're just getting started with ASO or already an expert, this presentation will give you plenty of actionable insights you simply cannot miss!"

Author: Laurie Galazzo, CMO at AppTweak ASO Tool (2014-present)

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How to Respond to a Competitor's New App Launch (AGS Virtual Summit) - AppTweak

  1. 1. How to Respond to a Competitor’s New App Launch ASO Tool Driven by Data Science AGS Berlin - Virtual Summit May 19, 2020
  2. 2. Agenda ● Case study: Tracking and Reporting ● Lesson 1: Set an effective Ad Spend ● Lesson 2: Track, optimize and monitor organic keywords ● Lesson 3: Don’t forget your reviews and ratings ● Bonus: Leverage featurings to boost your app’s visibility
  3. 3. About AppTweak AppTweak is the leading ASO Tool for apps and games driven by data science empowering app developers and marketers to increase their app or game’s visibility, boost organic downloads and find new growth opportunities. Everyday, we strive to build the most accurate, transparent and easy-to-use ASO Tool. Trusted by 1,200+ Mobile Leaders Brussels - San Francisco - Tokyo - Bangalore
  4. 4. About Me Laurie Galazzo CMO ● Joined AppTweak during startup early stages in 2014 ● +6 years experience in App Store Optimization ● Responsible for AppTweak’s Global Marketing and Sales Strategy ● Relocated from Brussels to San Francisco after US office launch in 2018
  5. 5. Case Study: Tracking and Reporting
  6. 6. ABC New Competitor Apple App Store USA Case Study : Tracking and Reporting Client XYZ Competitor
  7. 7. Case Study : Tracking and Reporting ABC Downloads estimates: Client vs Competitors Launch date XYZ New Competitor’s downloads soar, but Client is reactive and iOS downloads increased by 10x.
  8. 8. Case Study : Tracking and Reporting Category Rankings: Client vs New Competitor Client overtakes category leader and reaches #1 in its secondary category and #11 in first category. Competitor XYZ 5 Client 11 New Competitor ABC 25 Competitor XYZ 65 Secondary Category Client 1 First Category Launch date New Competitor ABC 2
  9. 9. Visibility Score (Keywords): Client vs Competitors Case Study : Tracking and Reporting Client +10.64% New Competitor ABC Due to the increase in downloads, Client’s visibility score increased by over 10%. Organic downloads from generic keywords almost tripled. Competitor XYZ Client: Generic vs Brand Launch date
  10. 10. Reviews and Ratings: Client vs New Competitor Case Study : Tracking and Reporting ABC New Reviews New Reviews New Competitor received a lot of reviews, but 85% of reviews were 1-star.
  11. 11. Lesson 1: Set an effective Ad Spend
  12. 12. ● Increase or launch your ad spend for a few weeks during/after your new competitors launch to protect your store visibility. ● Define your budget by estimating how many daily downloads you would need to reach the top charts in your category. Lesson 1: Set an effective Ad Spend
  13. 13. Lesson 2: Track, optimize and monitor organic keywords
  14. 14. ● New apps tend to struggle to get keywords visibility and outrank market leaders right from scratch. ● However, download velocity is a strong ranking factor that can be favorable to new trending apps. ● Make sure to always monitor relevant and high traffic keywords. ● In our client’s case, their influx in downloads boosted their visibility drastically and helped them maintain top positions on relevant keywords. Lesson 2: Track, optimize and monitor organic keywords
  15. 15. Lesson 3: Don’t forget your Reviews & Ratings
  16. 16. ● Reviews and ratings are a strong ranking factor. They also play a big role in conversion. ● New popular apps get many new reviews in a short period but a big portion tend to be 1-star reviews (bugs, fragility, etc.) ● Use this opportunity to increase your efforts to get new reviews from your most active and loyal users within that same period of time. Lesson 3: Don’t forget your Reviews & Ratings
  17. 17. Bonus: Leverage featurings to boost your app’s visibility
  18. 18. Thank you! Meet us on Zoom for a live audit of your app! 🎁 Promo code: AGSBERLIN20 (20% off first 3 months)

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