Editor 's Notice: This text was initially revealed by our pals at AppFollow. You may learn their model right here.
Social Quantum is a online game firm whose recreation # 1, Megapolis, was first launched in 2011. And as most of , their recreation, Megapolis, is a Lengthy-time metropolis builder who has turn into among the best international cellular video games through the years.
Concerning the first day, Social Quantum labored primarily with paid site visitors. And for longtime builders who learn this, on the time, it was greater than sufficient to draw gamers. However as purposes shops expanded, it turned obvious that the usage of acquisitions alone was not sufficient. For Social Quantum, it meant on the lookout for new, extra artistic methods to draw extra gamers.
On this put up, Social Quantum and AppFollow teamed as much as share key strategies on how builders can improve their natural installations (and what they did to enhance Social Quantum's as much as 110%) , as Mary Kulikova tells AppFollow.
What have been the primary issues?
Organising an ASO technique might be difficult. Particularly, you can’t know for positive which property or key phrases will work and the outcomes might not be apparent whenever you carry out checks. Within the case of Megapolis, we tried a number of methods earlier than discovering the best asset that led to an virtually immediate improve in services.
Listed here are the primary steps we adopted:
Every utility has a primary ASO on its app retailer web page, though it doesn’t give attention to optimizing the App Retailer. On the very least, you could have a title, an icon, descriptions and screenshots of the appliance. Within the App Retailer, the sport web page is the face of a product and a beautiful web page attracts much more customers. What’s much more vital is the looks of the sport from the search web page.
So, the very first thing any developer ought to do to get extra customers is to resume a recreation web page primarily based on the newest developments within the cellular gaming market. This tends to be a thorny drawback in relation to outdated – common video games.
Step I: Icon and Key phrases
Megapolis started its return to fame by performing a number of checks on the icon. The most important drawback right here is that the outdated icon appeared far too archaic for brand new gamers.
Examples of Megapolis App Retailer icons
After a number of checks, now we have been capable of finding probably the most highly effective icon, which is surprisingly the 4th of this chart.
As well as, ASO officers used the AppFollow key phrase analysis device to seek for key key phrases important for the title, subtitles and outline of the sport. It was the primary time that we have been intentionally working with key phrases, and that has positively paid off.
Amongst recreation builders, some are of the opinion that we should always not embody key phrases within the title of the appliance. Your model identify ought to be just right for you. However we will argue that the principles are damaged and so we determined to alter this rule and added key phrases beneath the appliance. We discovered the only option for his or her class and used key phrases reminiscent of "Metropolis Constructing" within the title of the Megapolis utility.
After that, we up to date the subtitle and outline (on Google Play) and populated the key phrase discipline within the App Retailer.
Quickly after its launch, the variety of key phrases within the high 10 has doubled in Google Play and has tripled within the App Retailer. The addition of latest localized key phrases in every location has additionally improved the natural visibility of the sport.
Nonetheless, that was not sufficient for Apple's App Retailer. The experiment has due to this fact continued.
Step II: Video Preview Of The Utility
Since Social Quantum already had utility preview movies earlier than, it was the right place to begin the following sequence of experiments.
That is the preview video utilized in 2017:
Utilizing this video, we did an intensive evaluation of it, in addition to movies of our rivals, and located that it had turn into fully old-fashioned. In accordance with market developments, we would have liked a extra dynamic video with extra diversifiable content material and shorter CTA subtitles.
So, with our product group, we selected the primary mechanisms we needed to indicate. We ended up deleting the characters we used within the outdated video in order that customers targeted on the sport's options. The video turned extra dynamic and the calls to actions have been shorter and clearer.
That is the ultimate model of the preview video:
Because of the age of Megapolis, we did a check earlier than / after the video. This method doesn’t require extra testing instruments, we merely measured the conversion charges and the variety of installations earlier than and after this modification. Crucial factor is to just be sure you solely change one asset within the replace (you wish to evaluate apples to apples, in spite of everything). We knew that this type of threat might value us so much, however we nonetheless determined that it was value it to attempt.
The replace with the brand new preview of the App Retailer was put on-line on December 11. Though they’re solely out there in English, we attended the primary set up the following day. And whereas that is the right excuse for bringing out the champions, we knew that the outcomes could possibly be partially affected by a spike in seasonal setup.
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