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

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

5. 5
Market Research

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

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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

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Goal: launch an app on a new market
Target market: Russia, Education, App Store
Even seasonal trends can be different and
affect your launch

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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

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Analyzing app usage

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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

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Choosing the North Star Metric

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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

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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

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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

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-3 & 4 star reviews
-Updated reviews
-Long text reviews
Better insights usually come from

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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

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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