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January 07, 2015Mike Hines
Article 6 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 some stats that help drive smart app design, including the importance of securing day 1 customer orders. This week we’ll look at some of the smart things the top 50 do to increase their order and reorder conversion rates.
One way the top 50 make buying on day one (or any day, for that matter) is through tutorials. The top 50 apps introduce hard and soft currency in their tutorials, and show customers how to make in-app purchases. Across the board, we found that apps that described in-app purchasing in their tutorials have about 2 1/2 times greater conversion rate than apps that don’t. And what do you do after someone buys something? Teach them how to use it!
Apps that have instructions on how to use an item that was just purchased have 65% more repeat orders than apps that don’t. We know that if a customer don’t know that an IAP item exists, they can’t decide to buy it. It makes sense that if a customer doesn’t know how to use what they just bought, why would they ever want to buy more? The top 50 are remarkably consistent in their inclusion of IAP in tutorials. Think about whether you want to do that in your app too.
In the next article in the series, we’ll look at how the top 50 make sure they have the right things to sell to the right people.