Article 5 of 10 in the 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 saw how important the 20% of customers who stick with us past 7 days can be. To maximize that number of users, and to make sure they are having good experiences, the top 50 app developers design their app experiences and marketing plans around some crucial stats.
Know the Numbers
We found the top 50 know the numbers. They have internalized the data on this graphic. They know that 64% of the revenues they get come from customers third or later order, and they market and target specials accordingly. They know they need to give the users a reason to keep coming back into the game, because they know that almost ¾ of their revenue will come from users after they have been in the app for 7 days, and just over half of their revenue will come from users in the app for 30 days and longer.
They also know that 40% of their repeat orders are going happen within one hour of a previous purchase. (Okay, I’ll bet that some of you remember the graphs showing you that the average session length was a little over seven minutes. It’s fair that you should ask how this data fits into that data.) They key take-away from this data point is that the repeat order comes from a completely different session! That’s why the top 50 make it a very low-friction experience to enter their game and start playing right away. How easy it is to start engaging in your app will make a big difference in whether or not you capture that repeat order. The top 50 also get that 37% of the customers who will every buy anything will spend money on day one. And to that end, the top 50 make buying on day one really easy. See how they do this in the next article!
In the next article in the series, we’ll look at some of the smart things that the top 50 do to increase their orders and repeat orders.
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