Two Dots, the sequel to the popular game Dots, is a free-to-play puzzle game launched by Playdots, Inc. in May 2014. Since launch it has gained over 30 million downloads, seen over five billion games played, and achieved 15 times the revenue of the original Dots game within a year. Dots decided to use Store Listing Experiments to see if adding a call to action in the games' store listing short descriptions had an impact on installs.
Dots used localized store listing experiments in the Google Play Developer Console to test both games’ short descriptions. They compared the games’ current descriptions — the control, with no call to action — against variant descriptions, targeting half of their traffic with the variant descriptions.
The results showed that the addition of a call to action in the short description had a positive impact on installs.
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In Dots, the conversion rate increased by 2 percent with a simple call to action in the variant text. In Two Dots, where a call to action was combined with messaging that the game is the “best puzzle game on Android”, conversion rates increased by 7 percent compared to the control description.
Learn how to run Store Listing Experiments and read our best practices for running successful experiments.