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Workshop: Optimizing New Users


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Workshop: Optimizing New Users

  1. 1. Best Practices for User AcquisitionRob CarrollDirector of Publishing Tapjoy
  2. 2. The Leading Mobile App Network Tapjoy is embedded into more than 80% of the leading Free-to- Play mobile gaming applications • Founded: 2007 • Headquarters: San Francisco, with offices in London, Tokyo, Beijing, Seoul and New York • Reach: 500+ Million Devices with 70 million monthly active users • Platforms: Android, iOS, Windows Phone 7 & HTML5
  3. 3. Best Practices forNew User Experience
  4. 4. New User ExperienceThe new user flow is one of the most important parts of a successful game• Optimize the download• Make your tutorial simple and clear• Show off the cool parts of the game• Use clear directions• Get the user playing as soon as you canYou have @ 30 seconds to hook your users and 5 min to teach them. • The goal is to shoot for 70% tutorial completion rate
  5. 5. Optimize the DownloadDon’t lose users before they open the game• Apps may freeze during the download, let your users know it’s still working• Use this time for tips, hints and jokes• File size makes a big difference Android Conversion rate: iOS Conversion rate: (clicks to installs) (clicks to installs) • 0-30mb 50-75% • 0-20mb 50-75% * • 30-100mb 30-50% • 50-100mb @ 40% • 100+mb 14-20% • 200+mb @ 30%
  6. 6. Start off SimpleTake Users by the Hand and Guide Them Into the Game• During the first 30 seconds put the user on rails, don’t let them get lost• This is your chance to take an uncertain player and create a returning user• You can’t display everything, show off your core game loop and build from there
  7. 7. Show Off the Cool PartsWhy should users play your game?• If it’s about fighting let them fight,• If it’s about cute animals give them fluffy things• In the first 1-2 minutes you need to hook them to the game• Don’t try to show them everything
  8. 8. Use Clear Directions Call to Action Clearly direct the user Get Them Playing Give Rewards
  9. 9. Use Clear DirectionsHow to do it right Use arrows Highlight where you want the users attention Gray out areas that don’tBig icons to call matter now attention Give simple info
  10. 10. Get Them PlayingUser don’t want to watch, they want to play• Once you have shown the users the basics of the game, let them play• Put the user in control but give them direction on what they should be doing• Using a task or quest list is a great way to direct without controlling• Tasks keep the user from getting lost and quitting• This is where you should start to get the user into the depth of the game
  11. 11. What to dowith your users?
  12. 12. App Re-EngagementKeep Them Coming Back Daily Rewards Appointment Mechanics Notifications Appointment Mechanics
  13. 13. Mobile Revenue ChannelsDirect Pay: In app purchase through Google Checkout or Featured AdiTunesAlt Pay: Banner ads, Featured ads, videos and services likeTapjoy’s Marketplace, can increase app revenue by up to 50% Direct Pay Cross Promo Ads
  14. 14. Important Things to Keep in Mind• Don’t lose users before they open the game• Walk the user through the first experiences of the game• Show the user what is cool in the game• Get them in and playing as soon as possible• Make the most of your monetization by adding alt pay
  15. 15. Thank YouProprietary and Confidential Information of Tapjoy, Inc. Please do not copy or distribute. © Copyright 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.