Complexity Management: Optimizing Product Architecture of ...
Optimizing Your Product Page
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Transcript of Optimizing Your Product Page
Optimizing Your Product Page
Reach Engage Earn
PETER HEINRICHDEVELOPER EVANGELIST, AMAZON
@PeterDotGames
SNEAKY TIPS
MISLEAD A LITTLE TO IMPLY A CONNECTION
Muddy the Brand
They hope customers will download their app by mistake because of a similar icon, title, or description.
A BIG (FAMOUS) NAME DRAWS A BIG CROWD
Celebrity Likenesses
In most cases, you must get permission to use someone's name or likeness.
BRIBERY IS WRONG, BUT EFFECTIVE
Quid Pro Quo
For some, it's easier to buy positive reviews than to earn them.
IF REAL FANS ARE HARD TO FIND, CHEAT
Fake Feedback
Some developers spend more effort on scripts and bots than earning real positive reviews.
JUST KIDDING, RIGHT?
SNEAKY TIPS ARE NEVER WORTH IT
Integrity First
If you use questionable practices, it puts you in bad company. It can:
• Make it harder to report infringement• Jeopardize your revenue• Ruin your reputation
DRIVING DOWNLOADSThe biggest issue today is
Appstores use several techniques to present users with good choices:
• Manual lists (curation)• Automated lists• Recommendations• Showcases, bundles, promos
YOUR JOB DOESN'T STOP AT CODE FREEZE
Marketing Required
Your product listing page will drive over half of your sales.
Your listing page needs to work as hard as you do.
SHOWCASE QUALITY
A GOOD NAME CAN MAKE ALL THE DIFFERENCE
A Rose by Any Other Name
The most basic thing you can do to help make your app successful is give it a descriptive, memorable name.Founding
Father’s
Quotes
Famous
Quotes for
You
Chartboost/StoreMaven says:Name optimization increases conversion 22%.https://www.chartboost.com/blog/
ICONS: WHICH ARE FROM TOP DEVS?
ICONS: WHICH ARE FROM TOP DEVS?
It doesn’t matter.
ICONS: WHICH ARE FROM TOP DEVS?
YOUR BEST ICONImagery that Pops
Many great apps are overlooked because of a poor icon. Make sure icon, screenshots, and videos communicate quality.
Founding
Father’s
Quotes
Famous
Quotes for
You Chartboost/StoreMaven says:Icon optimization increases conversion between 8% and 17%, depending on the appstore.
After adding identical app with different name.
HIS OWN APPWhen my colleague did this with
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
Both have fewer than 100 unique customers daily
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
HIS OWN APPWhen my colleague did this with
Facebook campaign promoting both apps equally.
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
HIS OWN APPWhen my colleague did this with
Twitter campaign promoting both apps equally.
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
HIS OWN APPWhen my colleague did this with
Changed icon for Founding Father Quotes
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
HIS OWN APPWhen my colleague did this with
Facebook campaign for FFQ
Graph showsUnique Customer Count by dayFor two identical Alexa Voice Services apps
HIS OWN APPWhen my colleague did this with
YOUR BEST SCREENSHOTImagery that Pops
• Show gameplay, not splash screens• Show what makes the game unique• Show action, not menus• It’s okay to annotate screenshots
Chartboost/StoreMaven says:Screenshot optimization increases conversion 35%.https://www.chartboost.com/blog/
Make a video and
SHOW GAMEPLAYYour promo video will often be the only thing
customers see.
Cinematic trailers are nice, but people don’t
play that. Show gameplay!
“But where’s the
game?”
-- A customer after seeing a 90
second game promo video on
YouTube consisting of an 85
second cinematic trailer,
followed by game dev credits.
OPTIMIZED VIDEOSImagery that Pops
• Show gameplay• Show what makes the game unique• Show action• Use Voiceovers and/or annotations
Chartboost/StoreMaven says:Adding video increases conversion 19%-35%Optimizing your video adds another 22% lifthttps://www.chartboost.com/blog/
Video one
Video two
Video three
What you may wish to avoid in your
DEMO VIDEO1. Customers don’t care where you went to
school or what jobs you’ve had.
2. Customers don’t really care about your
login screen or your menu pages.
3. Most customers don’t even care that you
worked 2 years on your game.
Customers care if the game will be fun!
GET CUSTOMERS EXCITED
Fun, Informative Descriptions
Think of your app's description as its dating profile.
Chartboost/StoreMaven says:Description optimization increases conversion between 11% and 23%, depending on the appstore.https://www.chartboost.com/blog/
MORE APPS INCREASE YOUR IMPACT
Leverage Your Catalog
Create multiple apps to build your personal brand and make your work more noticeable.
RECAP
PLEASE TAKE A DAY TO
OPTIMIZE YOUR…
What to do now?
Icon – Make it look like a AAA studio would.
Name – Reinforce your brand.
Screenshot – Show action!
Videos – Show unique aspects of your game.
Description – Would you date your app?
YOUR GAME ON THE AMAZON APPSTORE
Android devices
Kindle Fire
ReachMillions of customers in 236 countries and territories worldwide
EngageUnique programs that help you connect with your players
EarnBigger spendersInnovative new monetization mechanics
Amazon Appstore works on FireOS, Android, and Blackberry 10 devices
Fire TV & Fire TV Stick
BB 10
How did we do? http://bit.ly/devdaysurvey
Write a Good Product Description:http://bit.ly/AppstoreDetailPage
Follow us:@PeterDotGames
developer.amazon.com/blog