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)

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. 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. 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. 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. Case Study: Tracking and Reporting

6. ABC
New Competitor
Apple App Store
USA
Case Study : Tracking and Reporting
Client
XYZ
Competitor

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. 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. 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. 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. Lesson 1: Set an effective Ad Spend

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. Lesson 2: Track, optimize and monitor organic keywords

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. Lesson 3: Don’t forget your Reviews & Ratings

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. Bonus: Leverage featurings to boost your app’s visibility

18. Thank you!
Meet us on Zoom for a live audit of your app!
🎁 Promo code: AGSBERLIN20
(20% off first 3 months)