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CRO PART 1: What is conversion rate optimization?

Part 1 of all the research and design I did to get the monetization model into our game.

Joris Van Goidsenhoven, Blogger

December 2, 2016

3 Min Read

CRO PART 1: WHAT IS CONVERSION RATE OPTIMIZATION?

17/10/2016

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Only 3% of the players in free-to-play games ever pay for something in a game. Why?Is it because it is F2P? Is the audience changing? Are gamers still rating games to its correct value? Why do iPhone users pay more for games?

Why are women paying less for games?
When the industry is trying to understand buying behavior they always look at statistics and the "whales". Typical. Isn't it time to look at the players instead?
Let's try.

WHAT AND WHERE

Stop guessing - start asking with Qualaroo surveys.
Qualaroo is a comprehensive solution for managing the customer experience on your website. With a small snippet of code, Qualaroo makes it possible to target prompts by user behavior, specified needs, demographics, or any other internal data.

Websites? We are talking about video games right?Ofcourse but Qualaroo has this excellent CRO beginners guide.To keep it short, conversion rate optimization is finding why visitors are not converting and fixing it.

CRO is a process that must go on as long as your game is out there.

CRO IN THE GAME INDUSTRY?

I found a gamasutra blog post and a case study of widerfunnel on the web.
But when I look for CRO and free-to-play video games, everything goes dark.
CRO is very well known in the ecommerce business but not in the video games industry.

However I found this case study of the mobile game "flip diving".
In this case watching an ad is seen as a conversion. You can see that they made a funnel that every player goes through but that seems about it. They just spam ads at players in the hope they will watch it.
How many are converting? Why are others not converting? Where are the reports and the hypothesis? Are they just a/b testing the business model untill they have it right?
To me it seems that they don't have a real CRO plan in place but it is a start.

So where are you going with this?
At conversion rate experts they state: "Transferring your winning campaigns into other media."
Which means we can use this CRO process inside free-to-play games.

I know most of you are afraid that the sales experience will overgrow the game experience and I understand your fear. But looking at the flip diving case study I'm afraid that the mobile game industry is already past that point.

OTHER READINGS TO CONSIDER

http://www.conversion-rate-experts.com/our-methodology/
https://www.widerfunnel.com
https://blog.kissmetrics.com/cre/
http://www.conversion-rate-experts.com/
https://moz.com/blog/the-definitive-howto-for-conversion-rate-optimization
https://publications.theseus.fi/bitstream/handle/10024/85148/Kananen_Niko.p…
https://www.helpscout.net/consumer-behavior/
https://www.usertesting.com/blog/2015/09/21/top-10-conversion-rate-optimiza…
http://ebooks.localytics.com/beginners-guide-to-app-marketing#what-is-app-m…

CRO part 2: Mind games
CRO part 3: I love it when a plan comes together.

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