The final article in the 10 part-series: What the Top 50 Games do with In App Purchasing that the Rest of Us Don’t
By Mike Hines (@MikeFHines)
In the previous article in this series, we looked at how lowering barriers to new app sessions paves the way for more sessions, and more minutes in the app per day. We also looked at how tuning the difficulty for a game can make a significant impact in user engagement, retention, and IAP conversion. This week we’ll see how the top 50 see what to change, and how they implement change.
See Inside Your App
To address the right offers and messages to your customers, to know where you may have a retention issue, and to know other key metrics about your app, you need to be able to see inside, and see how your users interact with your app. App analytics packages are services put together by quite a variety of providers, and are a great way to get started with the basics, as well as progress up through full custom instrumentation. To help scope an analytics implementation project or provider decision, you should start with knowing what you need to know to make smarter decisions. (like how long has this user had the app? How many purchases has this user made? How long did it take this user to complete the last task/level/milestone?) If you’re not going to use a metric to influence your actions, think twice about how much you really need to implement that metric.
Have Lots of Levers
Seeing inside your apps is critical, but it doesn’t do anything. Being able to do something about what you see is how your app starts performing better. In order to optimize your apps, you’ll need to have a lot of levers in you app that you can manipulate to change the behavior of your app (like difficulty). These levers come in the form of A|B testing. A|B Testing lets you find out if you should make your game easier or harder, and how much more so to make it to meet your goals. A|B Testing tells you which items are the most popular or profitable for you to offer your day 1, day 7, or day 30 users. While I’m partial to the Amazon A|B Testing service because of it’s flexibility, ease of implementation, and price, you can get A|B Testing services from several vendors. Remember, the top 50 don’t guess. They know.
That’s it for the series What the Top 50 Games do with In App Purchasing that the Rest of Us Don’t. For more insights on how to keep users engaged and boost revenue check out our free eBook, “In-App Purchasing Lessons from the Top 50 Game Developers”.
In the mean time, I’d love to be working on the next subject you’d like to learn more about or see data about. Let me know, and ping me on Twitter @MikeFHines.
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