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App - Competitive intelligence

A company's mobile application is not a channel in the same way SEA and SEO are channels. Nonetheless it is a relevant touchpoint with consumers that fulfills a place in the customer journey.

A company’s mobile application is not a channel in the same way SEA and SEO are channels. Nonetheless it is a relevant touchpoint with consumers that fulfills a place in the customer journey. Therefore it is still relevant to benchmark your app performance with competitive intelligence.

App: Channel Characteristics

Once a consumer has downloaded an app it is a strong sign that they are actively willing to engage with your brand, product or service. The experience you are offering here is essential. If consumers can not easily find what they are looking for or easily perform their desired  positive action of downloading your app will result in a negative consequence by not delivering the required experience.

App: Competitive insights

To clarify what competitive insights can be derived from the app data in LinkBundle, a few examples.

  • How often is my app downloaded compared to apps of competitors?

Considering that apps are often costly to create and that the downloading of your app is a strong sign of willingness to engage, it is very relevant to know how often your app is downloaded compared to competitor apps. If your app is downloaded far less often but you have spent significant time and resources in the creation of the app and a great experience you might want to start pushing your app more.

  • How is my app experience in comparison?

Downloading an app is easy, consistently using an app is another thing. Our experience shows that the consistent usage of an app by consumers is strongly related to the experience offered in the app. Therefore, it is worthwhile to benchmark your experience (as perceived by the users) to other players in the market to assess whether it is up to par with the market standard.

Examples datapoints measured

Datapoints:

  • App downloads (iOS)
  • App downloads (Android)
  • App rating (iOS)
  • App rating (Android)

Benefits of competitive intelligence in Apps

Competitive intelligence in apps helps to assess whether your app is downloaded enough in comparison to your competitors and if you experience matches up. If either of these two is not the case but the app is an integral part of your customer journey and/or service you would want to take strategic action to improve this situation.

Interested in more insights into your app performance? Request a custom demo or get in touch.

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