| page.title=Tapps Games Increases Installs by More Than 20% with Store Listing Experiments |
| page.metaDescription=Tapps Games increased their use of store listing experiments in the Developer Console, with impressive results. |
| page.tags="developerstory", "games", "googleplay" |
| page.image=images/cards/distribute/stories/tapps.png |
| page.timestamp=1468901831 |
| |
| @jd:body |
| |
| <style type="text/css"> |
| span.positive{ |
| color:green; |
| font-size: 125%; |
| font-weight:bold;"> |
| } |
| span.negative{ |
| color:red; |
| font-size: 125%; |
| font-weight:bold;"> |
| } |
| </style> |
| |
| <div class="figure" style="width:215px"> |
| <img src="{@docRoot}images/distribute/stories/tapps-logo.png" height="65"> |
| </div> |
| |
| <h3> |
| Background |
| </h3> |
| |
| <p> |
| <a class="external-link" href= |
| "https://play.google.com/store/apps/dev?id=6615809648420562690">Tapps</a> is |
| a mobile game publisher in São Paulo, Brazil. With a mission of <em>creating |
| fun for everyone</em>, Tapps has a portfolio of over 200 titles on the Google |
| Play Store, with roughly 70% of their installs coming from Android. Store |
| listing experiments have provided invaluable metrics to help their growing |
| team understand what makes the most effective product listings. |
| </p> |
| |
| <h3> |
| What they did |
| </h3> |
| |
| <p> |
| Tapps has increased their use of store listing experiments in the Developer |
| Console. They recently expanded their marketing team to allocate greater time |
| and designated resources to the Developer Console tools. <strong>"We can’t |
| stress enough how much value the store listing experiments have brought us |
| over the past months. Right now, our marketing team has a substantial time |
| allocated to these tests every week,"</strong> said Felipe Watanabe, head of |
| marketing at Tapps. With icons and screenshots, Tapps tested variations in |
| color, character positioning, and the overall amount of graphic detail. In |
| the description tests, they found that shorter messages with clear calls to |
| action and appropriate language localizations were most successful. |
| </p> |
| |
| <h3> |
| Results |
| </h3> |
| |
| <p> |
| By frequently conducting store listing experiments, Tapps gained valuable |
| insights that they have applied across their greater portfolio of games. |
| Results showed that shortening messaging, using contrasting colors, |
| reordering screenshots, and simplifying graphics often led to variant results |
| representing an average increase in performance between 5% and 50%. After |
| making changes based on the test results, Tapps saw <strong>install rates |
| increase beyond 20-30%</strong>. |
| </p> |
| |
| <h4> |
| Screen tests |
| </h4> |
| |
| <p> |
| The following table compares the install rates for three apps based on |
| changes to each app's screenshot. |
| </p> |
| |
| <p class="table-caption"> |
| <strong>Table 1</strong>. Screen test results |
| </p> |
| |
| <table> |
| <tr> |
| <th> |
| Original |
| </th> |
| <th> |
| Variant |
| </th> |
| <th> |
| Variant results |
| </th> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-3.png" |
| width="240"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-var-3.png" |
| width="240"> |
| </td> |
| <td> |
| <span class="positive">+25%</span> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-1.png" |
| width="240"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-var-1.png" |
| width="240"> |
| </td> |
| <td> |
| <span class="positive">+17.1%</span> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-2.png" |
| width="240"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-screen-var-2.png" |
| width="240"> |
| </td> |
| <td> |
| <span class="positive">+7.4%</span> |
| </td> |
| </tr> |
| |
| </table> |
| |
| <h4> |
| Icon tests |
| </h4> |
| |
| <p> |
| The following tables compare install rates for three apps based on changes |
| to each app's icon. |
| </p> |
| |
| <p class="table-caption"> |
| <strong>Table 2</strong>. Icon 1 test results |
| </p> |
| |
| <table> |
| <tr> |
| <th> |
| Original |
| </th> |
| <th> |
| Variant 1 |
| </th> |
| <th> |
| Variant 2 |
| </th> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-1.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-1.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-1-2.png"> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| --- |
| </td> |
| <td> |
| <span class="negative">-29.6%</span> |
| </td> |
| <td> |
| <span class="positive">+20.8%</span> |
| </td> |
| </tr> |
| </table> |
| |
| <p class="table-caption"> |
| <strong>Table 3</strong>. Icon 2 test results |
| </p> |
| |
| <table> |
| <tr> |
| <th> |
| Original |
| </th> |
| <th> |
| Variant 1 |
| </th> |
| <th> |
| Variant 2 |
| </th> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-2.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-2.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-2-2.png"> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| --- |
| </td> |
| <td> |
| <span class="positive">+5.1%</span> |
| </td> |
| <td> |
| <span class="positive">+19.7%</span> |
| </td> |
| </tr> |
| </table> |
| |
| <p class="table-caption"> |
| <strong>Table 4</strong>. Icon 3 test results |
| </p> |
| |
| <table> |
| <tr> |
| <th> |
| Original |
| </th> |
| <th> |
| Variant 1 |
| </th> |
| <th> |
| Variant 2 |
| </th> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-3.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-3.png"> |
| </td> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-icon-var-3-2.png"> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| --- |
| </td> |
| <td> |
| <span class="negative">-17.7%</span> |
| </td> |
| <td> |
| <span class="positive">+50.7%</span> |
| </td> |
| </tr> |
| </table> |
| |
| <h4> |
| Description tests |
| </h4> |
| |
| <p> |
| The following table compares install rates for three apps based on changes to |
| each app's description text. |
| </p> |
| |
| <p class="table-caption"> |
| <strong>Table 5</strong>. Description test results |
| </p> |
| |
| <table> |
| <tr> |
| <th> |
| Game |
| </th> |
| <th> |
| Original |
| </th> |
| <th> |
| Variant |
| </th> |
| <th> |
| Variant results |
| </th> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-logic-pic.png"> |
| <strong>Logic Pic</strong> |
| </td> |
| <td> |
| <em>"Use logic to solve fun puzzles and discover hidden pictures! Logic |
| Pic is free!"</em> |
| </td> |
| <td> |
| <strong><em>"Discover all the hidden pictures in this challenging classic |
| japanese puzzle!"</em></strong> |
| </td> |
| <td> |
| <span class="positive">+10.7%</span> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-candy-hills.png" |
| width="96"> <strong>Candy Hills</strong> |
| </td> |
| <td> |
| <em>"What will your candy park look like? Build it now in Candy |
| Hills!"</em> |
| </td> |
| <td> |
| <strong><em>"Build your own sweet candy park in Candy |
| Hills!"</em></strong> |
| </td> |
| <td> |
| <span class="positive">+8.2%</span> |
| </td> |
| </tr> |
| |
| <tr> |
| <td> |
| <img src="{@docRoot}images/distribute/stories/tapps-villains-corp.png" |
| width="96"> <strong>Villains Corp.</strong> |
| </td> |
| <td> |
| <em>"Be a real villain and CONQUER THE WORLD!"</em> |
| </td> |
| <td> |
| <strong><em>"Mwahahaha! Be a real villain and CONQUER THE |
| WORLD!"</em></strong> |
| </td> |
| <td> |
| <span class="positive">+6.8%</span> |
| </td> |
| </tr> |
| </table> |
| |
| <h3> |
| Get started |
| </h3> |
| |
| <p> |
| Find out more about <a href= |
| "{@docRoot}distribute/users/experiments.html">store listing experiments</a>. |
| </p> |