1page.title=Tapps Games Increases Installs by More Than 20% with Store Listing Experiments 2page.metaDescription=Tapps Games increased their use of store listing experiments in the Developer Console, with impressive results. 3page.tags="developerstory", "games", "googleplay" 4page.image=images/cards/distribute/stories/tapps.png 5page.timestamp=1468901831 6 7@jd:body 8 9<style type="text/css"> 10 span.positive{ 11 color:green; 12 font-size: 125%; 13 font-weight:bold;"> 14 } 15 span.negative{ 16 color:red; 17 font-size: 125%; 18 font-weight:bold;"> 19 } 20</style> 21 22<div class="figure" style="width:215px"> 23 <img src="{@docRoot}images/distribute/stories/tapps-logo.png" height="65"> 24</div> 25 26<h3> 27 Background 28</h3> 29 30<p> 31 <a class="external-link" href= 32 "https://play.google.com/store/apps/dev?id=6615809648420562690">Tapps</a> is 33 a mobile game publisher in São Paulo, Brazil. With a mission of <em>creating 34 fun for everyone</em>, Tapps has a portfolio of over 200 titles on the Google 35 Play Store, with roughly 70% of their installs coming from Android. Store 36 listing experiments have provided invaluable metrics to help their growing 37 team understand what makes the most effective product listings. 38</p> 39 40<h3> 41 What they did 42</h3> 43 44<p> 45 Tapps has increased their use of store listing experiments in the Developer 46 Console. They recently expanded their marketing team to allocate greater time 47 and designated resources to the Developer Console tools. <strong>"We can’t 48 stress enough how much value the store listing experiments have brought us 49 over the past months. Right now, our marketing team has a substantial time 50 allocated to these tests every week,"</strong> said Felipe Watanabe, head of 51 marketing at Tapps. With icons and screenshots, Tapps tested variations in 52 color, character positioning, and the overall amount of graphic detail. In 53 the description tests, they found that shorter messages with clear calls to 54 action and appropriate language localizations were most successful. 55</p> 56 57<h3> 58 Results 59</h3> 60 61<p> 62 By frequently conducting store listing experiments, Tapps gained valuable 63 insights that they have applied across their greater portfolio of games. 64 Results showed that shortening messaging, using contrasting colors, 65 reordering screenshots, and simplifying graphics often led to variant results 66 representing an average increase in performance between 5% and 50%. After 67 making changes based on the test results, Tapps saw <strong>install rates 68 increase beyond 20-30%</strong>. 69</p> 70 71<h4> 72 Screen tests 73</h4> 74 75<p> 76 The following table compares the install rates for three apps based on 77 changes to each app's screenshot. 78</p> 79 80<p class="table-caption"> 81 <strong>Table 1</strong>. Screen test results 82</p> 83 84<table> 85 <tr> 86 <th> 87 Original 88 </th> 89 <th> 90 Variant 91 </th> 92 <th> 93 Variant results 94 </th> 95 </tr> 96 97 <tr> 98 <td> 99 <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-3.png" 100 width="240"> 101 </td> 102 <td> 103 <img src="{@docRoot}images/distribute/stories/tapps-screen-var-3.png" 104 width="240"> 105 </td> 106 <td> 107 <span class="positive">+25%</span> 108 </td> 109 </tr> 110 111 <tr> 112 <td> 113 <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-1.png" 114 width="240"> 115 </td> 116 <td> 117 <img src="{@docRoot}images/distribute/stories/tapps-screen-var-1.png" 118 width="240"> 119 </td> 120 <td> 121 <span class="positive">+17.1%</span> 122 </td> 123 </tr> 124 125 <tr> 126 <td> 127 <img src="{@docRoot}images/distribute/stories/tapps-screen-orig-2.png" 128 width="240"> 129 </td> 130 <td> 131 <img src="{@docRoot}images/distribute/stories/tapps-screen-var-2.png" 132 width="240"> 133 </td> 134 <td> 135 <span class="positive">+7.4%</span> 136 </td> 137 </tr> 138 139</table> 140 141<h4> 142 Icon tests 143</h4> 144 145<p> 146 The following tables compare install rates for three apps based on changes 147 to each app's icon. 148</p> 149 150<p class="table-caption"> 151 <strong>Table 2</strong>. Icon 1 test results 152</p> 153 154<table> 155 <tr> 156 <th> 157 Original 158 </th> 159 <th> 160 Variant 1 161 </th> 162 <th> 163 Variant 2 164 </th> 165 </tr> 166 167 <tr> 168 <td> 169 <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-1.png"> 170 </td> 171 <td> 172 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-1.png"> 173 </td> 174 <td> 175 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-1-2.png"> 176 </td> 177 </tr> 178 179 <tr> 180 <td> 181 --- 182 </td> 183 <td> 184 <span class="negative">-29.6%</span> 185 </td> 186 <td> 187 <span class="positive">+20.8%</span> 188 </td> 189 </tr> 190</table> 191 192<p class="table-caption"> 193 <strong>Table 3</strong>. Icon 2 test results 194</p> 195 196<table> 197 <tr> 198 <th> 199 Original 200 </th> 201 <th> 202 Variant 1 203 </th> 204 <th> 205 Variant 2 206 </th> 207 </tr> 208 209 <tr> 210 <td> 211 <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-2.png"> 212 </td> 213 <td> 214 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-2.png"> 215 </td> 216 <td> 217 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-2-2.png"> 218 </td> 219 </tr> 220 221 <tr> 222 <td> 223 --- 224 </td> 225 <td> 226 <span class="positive">+5.1%</span> 227 </td> 228 <td> 229 <span class="positive">+19.7%</span> 230 </td> 231 </tr> 232</table> 233 234<p class="table-caption"> 235 <strong>Table 4</strong>. Icon 3 test results 236</p> 237 238<table> 239 <tr> 240 <th> 241 Original 242 </th> 243 <th> 244 Variant 1 245 </th> 246 <th> 247 Variant 2 248 </th> 249 </tr> 250 251 <tr> 252 <td> 253 <img src="{@docRoot}images/distribute/stories/tapps-icon-orig-3.png"> 254 </td> 255 <td> 256 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-3.png"> 257 </td> 258 <td> 259 <img src="{@docRoot}images/distribute/stories/tapps-icon-var-3-2.png"> 260 </td> 261 </tr> 262 263 <tr> 264 <td> 265 --- 266 </td> 267 <td> 268 <span class="negative">-17.7%</span> 269 </td> 270 <td> 271 <span class="positive">+50.7%</span> 272 </td> 273 </tr> 274</table> 275 276<h4> 277 Description tests 278</h4> 279 280<p> 281 The following table compares install rates for three apps based on changes to 282 each app's description text. 283</p> 284 285<p class="table-caption"> 286 <strong>Table 5</strong>. Description test results 287</p> 288 289<table> 290 <tr> 291 <th> 292 Game 293 </th> 294 <th> 295 Original 296 </th> 297 <th> 298 Variant 299 </th> 300 <th> 301 Variant results 302 </th> 303 </tr> 304 305 <tr> 306 <td> 307 <img src="{@docRoot}images/distribute/stories/tapps-logic-pic.png"> 308 <strong>Logic Pic</strong> 309 </td> 310 <td> 311 <em>"Use logic to solve fun puzzles and discover hidden pictures! Logic 312 Pic is free!"</em> 313 </td> 314 <td> 315 <strong><em>"Discover all the hidden pictures in this challenging classic 316 japanese puzzle!"</em></strong> 317 </td> 318 <td> 319 <span class="positive">+10.7%</span> 320 </td> 321 </tr> 322 323 <tr> 324 <td> 325 <img src="{@docRoot}images/distribute/stories/tapps-candy-hills.png" 326 width="96"> <strong>Candy Hills</strong> 327 </td> 328 <td> 329 <em>"What will your candy park look like? Build it now in Candy 330 Hills!"</em> 331 </td> 332 <td> 333 <strong><em>"Build your own sweet candy park in Candy 334 Hills!"</em></strong> 335 </td> 336 <td> 337 <span class="positive">+8.2%</span> 338 </td> 339 </tr> 340 341 <tr> 342 <td> 343 <img src="{@docRoot}images/distribute/stories/tapps-villains-corp.png" 344 width="96"> <strong>Villains Corp.</strong> 345 </td> 346 <td> 347 <em>"Be a real villain and CONQUER THE WORLD!"</em> 348 </td> 349 <td> 350 <strong><em>"Mwahahaha! Be a real villain and CONQUER THE 351 WORLD!"</em></strong> 352 </td> 353 <td> 354 <span class="positive">+6.8%</span> 355 </td> 356 </tr> 357</table> 358 359<h3> 360 Get started 361</h3> 362 363<p> 364 Find out more about <a href= 365 "{@docRoot}distribute/users/experiments.html">store listing experiments</a>. 366</p> 367
