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Mobile Apps Competitive Analysis Done Right

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Why mobile app developers and marketers must run competitive analysis to better improve their app reviews and retention and how it's done.

Publicada em: Tecnologia
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Mobile Apps Competitive Analysis Done Right

  1. 1. Mobile Apps Competitive Analysis Done Right
  2. 2. TABLE OF CONTENTS What it’s all about What are the questions you should ask? Which competitors? App Stores analysis, growth, installs and usage PR Coverage Content Social Media SDKs!
  3. 3. WHAT IT’S ALL ABOUT knowing that you must run competitive analysis is one thing. Doing it right is another. Running a smart competitive analysis will help you add more hacks and tactics to your list. It’ll also uncover which tactics your competitors aren’t using so you can leverage them.
  4. 4. Many app publishers focus almost their entire efforts on keywords research (on ASO tactics), and they tend to neglect other vital areas such as: High level business data, partnerships, content strategy, PR, and social media strategies. WHAT IT’S ALL ABOUT
  5. 5. Here is a more comprehensive list of competitive analysis areas, that aims to cover all aspects of mobile app business and marketing, or at least most of them. WHAT IT’S ALL ABOUT
  6. 6. What are the questions you should ask (warning, there are a lot): BUT FIRST…
  7. 7. 1. What funds / budgets do direct competitors or competing products own? 2. What milestones have other companies (with similar resources to yours) already managed to achieve? 3. What assets do other app companies own, for example, website, social pages, communities? 4. What key roles do other app companies have (senior team members)? INITIAL BUSINESS DETAILS
  8. 8. 1. How many apps are developed by the same publisher? 2. What geos are they dominating in regards to installs, retention and revenues? 3. What are their current growth rates, and what is their current growth trend today compared to previous months / years? 4. What retention and engagement rates do they have? 5. What monetization strategies do they have, or tried before? APP STORE AND INSTALLS / USAGE DATA
  9. 9. 1. What public coverage have they gained? 2. Which external tools (marketing tech, sales tech, SDKs) are they are using? 3. What kind of paid campaigns do they run? MARKETING DATA – PR, CONTENT, SOCIAL AND ALIKE
  10. 10. You need to find the right competitors to compare yourself to. Measure companies that are not only business relevant, but scale relevant as well. Remember the complementary apps and not just the competing apps. WHICH COMPETITORS?
  11. 11. Once you know the right competitors, figure out how to systematically gather all the data you need, including of course which data tools to use. We will try to help you with that…
  12. 12. INITIAL DETAILS Identify and learn your competitors’ basic information that will give you a good understanding of who you are dealing with: Company size Location Number of employees Target audience and geos How they are funded Tools we use: Crunchbase (revealing all needed data about money raising), LinkedIn (discovering how many team members and in what capacities other app companies have), App Annie (data regarding when the app was first published)
  13. 13. APP STORE ANALYSIS, GROWTH, INSTALLS AND USAGE Analyze your competitors’ store and data usage: app description, install numbers, ranking, geos – regarding geos you can learn from your competitors and target the best geos for you, from the get go. Tools we use: Sensor Tower (keywords and app ranks), the information is divided into territories, so you can learn which geo you should be focusing on), AppAnnie (keywords and rank in specific territories), Apptopia (number of monthly installs per geo), SurveyMonkey app Intelligence (your competitors’ apps usage trends) Similarweb (top apps that are ranked by usage), Appbot (analyze the reviews your competitors are gaining)
  14. 14. A cool hack: You can learn about your competitors’ campaigns in different geos by learning if they localized their app store pages. Simply browse to the app page in Google Play via a regular browser. Google Play will redirect to a page that’s specific for your language. But if you change the language preferences, or even the language section in the URL, you can see if the app description changes to accommodate that language.
  15. 15. Another cool hack: Reviews are a good indicator of both quality and growth. Write down the number of reviews your competitors have the day you start your analysis and start tracking the number of daily reviews. Some of the data analysis tools we all know and use are leaning on calculating the number of reviews that are added in each period, for instance a day.
  16. 16. PR COVERAGE Look at your competitor’s website, or search for their name in Google’s ‘News’ section to find out which publications and reporters they are involved with and what kind of coverage they received. Keep these publications and specific bloggers in mind (and preferably in an organized list) because when the time comes, they are more likely to be interested in writing about your app.
  17. 17. CONTENT You should analyze what content strategy your competitors follow. What type of content do they post, if at all? Are they sponsoring content? Publishing guest posts? Look at all types of content, whether it be case studies, research, or blog posts. Learn which topics are especially interesting, which social networks are relevant, and in what frequency should you be posting at (and what time of the day). Tools we use: Buzzsumo (including their brilliant Chrome extension) – to find out how many shares your competitor’s content has gained
  18. 18. SOCIAL MEDIA Learn how your competitors are using social media to promote their content, and obviously their app. networks such as Reddit, Quora and alike, are a good place to search for your competitor’s presence. See if they have a strong online presence, if they create any content there, or if there is any chatter about them Tools we use: Simply Measured - gives you a glimpse into your competitor’s strate gies in the social media sphere while taking information from major social media sites like Facebook and Twitter, without neglecting the less known social media networks
  19. 19. SDKS Our own SafeDK App X-Ray tool (FREE) will help you track 3rd party SDKs that are being used by any (free) Android app. This data will shed light on the mobile development tools (SDKs) your competitors are using for growth, retention and monetization.
  20. 20. THANK YOU! contact@safedk.com Ask us anything over email or in the social. We are listening!