Applover, a full-stack digital agency, was established in 2016 by a group of technology enthusiasts with a wealth of expertise. The company’s primary goal is to create functional and user-friendly digital products. In addition, Applover supports its clients through IT consulting and advisory services. Deloitte recognized Applover as a Rising Star in the Fast 50 Tech ranking for the CEE region, a testament to the team’s capabilities and dedication.
Better analytics lead to more accurate conclusions, enabling more effective actions.
The support was to include:
First on the agenda was the analytics mentioned by Applover. It’s important to work based on facts rather than assumptions—but that’s not all. It’s also crucial to collect the correct data and analyze it properly. According to the principle of garbage in and garbage out, it’s difficult to draw accurate conclusions from low-quality data.
To ensure that this situation would not occur for Applover, we improved the configuration of Google Analytics, particularly focusing on the “Goals” section—previously, not all goals were being measured. Thanks to the changes implemented, Applover’s management can rest assured that all relevant areas of the business are continuously monitored.
We also introduced reporting in the sales department. Until then, information about which channels generated specific percentages of leads was vague. As part of the collaboration, we guided salespeople on which metrics to focus on and developed a straightforward reporting method for the management.
One of the issues Applover brought to our attention was that leads were of poor quality, and salespeople were wasting time trying to acquire clients who ultimately decided against cooperation. This message was clear: it was time to work on lead qualification.
Upon identifying the issue of poor lead quality, we immediately set out to improve the lead qualification process. We noticed that although we had introduced a better qualification process, salespeople were not utilizing it. A mystery shopper test confirmed this hypothesis. Corrections were necessary. Based on feedback from salespeople, we redefined the lead qualification criteria—the second version turned out to be spot on. Currently, salespeople use it daily, allowing them to identify leads with the lowest probability of becoming clients more quickly, thus saving time on their management. This strategic approach to lead qualification reassures the audience about the effectiveness of the process.
Staying on the topic of leads, we also supported their acquisition.
When we started collaborating, Applover was beginning its journey with inbound marketing. With our support, it has become one of the main channels for acquiring the most valuable leads.
To achieve this state, we discussed best practices in the market and selected actions that would be effective for Applover. The results? A 200% increase in inbound leads, which means we are now attracting twice as many potential clients through our inbound marketing efforts, and making inbound one of the main channels supporting other conversions (submitted forms).
We also examined outbound marketing, optimized campaign content, and created new cold mailing and LinkedIn campaigns.
A significant challenge for software houses is the difficulty in building unique value that differentiates them from the competition. Without it, companies can quickly fade into the background among hundreds of similar businesses focused on software development. Applover did not want to allow that.
The first step in this direction was the Value Proposition workshops conducted by Casbeg, a renowned consulting firm. These workshops were designed to help Applover develop two unique versions of the value proposition and a brand claim that would clearly indicate to audiences that Applover is not just another software house focused on app development. We are currently testing the developed solutions in practice to ensure they effectively communicate our unique value to our clients.
Special mention of the reductions in sales cycle duration:
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