When entering the universe of competition between apps, benchmarking mobile is a valuable tool to know how you are doing in relation to your contestants. The feedback received about what is working and not in other apps helps you make better decisions in order to improve your future results.
But how can you know if this is really a good strategy? Well, if you aim to achieve higher incomes and become a reference, this practice may be ideal. Among its benefits are cost reduction, increased productivity and profit.
However, you cannot believe all the competitor adopts is right. With this attitude, your app runs the risk of losing its own identity. In this article, you will get to know some types of benchmarking mobile and how to use them strategically.
Main types of benchmarking to adopt
To put this strategy into practice, it is essential to understand that there are a number of types of benchmarking and each can assist your app in a way. Let’s introduce you which are the most common and how they work.
Generic
Generic benchmarking mobile is applicable when there are similar processes between the apps, even if they do not compete in the market. In some cases, they don’t have the same features but the comparison is valid for finding improvement points.
Competitive
In this type, the goal is to use competition analysis as a parameter. The intention is to measure how the app positions itself in relation to those who directly dispute customers.
Collaborative
This type of benchmarking mobile occurs when two apps enter into a partnership to exchange experiences. If, for example, one of them has great success with relationships and another with sales, they can do a survey of cases and strategies, so that they can grow together.
Putting into practice: how to apply benchmarking mobile?
Now that you know some types of benchmarking, the first step towards a good strategic analysis of comparative results is precisely to know their results. To do this, make a detailed analysis of the contestant, such as:
- Internal processes used;
- Methods adopted;
- Quality indicators;
- Media and communication data, such as social interactions;
- Market share growth rate,
- Monthly/annual income.
After that, it is time to identify which apps are your competitors according to the variables analyzed. Identify key players, as well as small apps that can become a threat to you. The ideal is to look for gaps that represent points of improvement for you and that can generate better results.
Define strategies and monitor the results
With the gaps identified, it’s important to set them as performance goals. In addition, you should think about what strategies will be made to achieve these established goals, defining actions and deadlines for their fulfillment.
For your benchmarking strategy to be efficient and always provide the best insights, it is essential that the analyses are done continuously. Adopt tools that constantly do competitors and market monitoring, identifying trends and changes that can be used by the company.
What to avoid when applying benchmarking?
While benchmarking can make a positive impact on your app, its misuse can also cause some trouble. To prevent this from happening, don’t look at it as something punctual, which you do once. It should be a constant process of observation.
Not knowing which management tool to use, for instance, is a bad attitude. Also, you must put your benchmarking findings into action and measure KPIs to check what’s changed or not after practice. With an attentive look your app can succeed!
Keep learning more metrics
To better understand the importance of analyzing your competitors before creating strategies for your mobile marketing, check out the ASO Guide ebook. In it, you’ll find key information about how ASO work contributes to more assertive techniques to highlight your app in stores.
