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>