Oct 09

Tips from developers Peak and Soundcloud on how to grow your startup on Google Play

Posted by Francesca Di Felice, Developer Marketing at Google
Play

At Playtime 2016, Google Play’s series of developer events, we met with top app
and game developers from around the world to share learnings on how to build
successful businesses on Google Play. Several startups, including game developer
Peaklabs and audio platform SoundCloud, presented on stage their own best
practices for growth, which you might find helpful.

Testing for growth, by Peak

Hear from Kevin Shanahan, Product Manager from Peak,
a brain training app, on how to grow sustainably.

  • Test lots of ideas: You can’t be sure of what will work and
    what won’t, so you need to test lots of ideas. Peak ran four different tests to
    try to increase conversions to Pro (their subscriber offering):
  1. Made the ability to replay games a Pro feature
  2. Reduced price of Pro by 25% in top 2 markets
  3. Bundled add-on modules from partners into Pro
  4. Showed a preview of Pro-only content

          One of these tests resulted in a 50% increase in conversions.

  • Get the basics right: Start with a great product and have a
    data-informed culture. Don’t only test app features, experimenting your store
    listing using store
    listing experiments is also important.
  • Build a robust A/B testing process: Having
    a well-defined A/B testing process and a system for tracking your experiments is
    key to testing quickly and effectively.

Improving user retention, by
SoundCloud

Andy Carvell, former Product Manager at SoundCloud,
an online audio distribution platform that enables its users to upload, record,
promote, and share their originally-created sounds, explains how they focus on
retention to improve growth.

 
  • Design your retention strategy: Apps with poor retention
    grow slowly. To increase your retention you should:
    • Convert new users to repeat visitors by providing a strong onboarding
      experience for new users and taking a high-touch approach during the first days
      and weeks.
    • Increase visit frequency within this group by providing frequent, timely,
      and relevant messaging about content or activity on the platform.
    • Target returning users who were not seen over the last period, who are ‘at
      risk of churn’ users, by giving them reasons to come back for another session
      before losing them.
    • Re-activate lapsed (long-term churned) users with campaigns to remind them
      about your app and offer an incentive to return.
  • Build ‘growth machines’: Create repeatable processes that
    testing has proven to positively impact retention, retaining users, and
    preventing churn.
  • Use activity notifications in a personalised and effective
    way
    : At SoundCloud there are plenty of things that happen when users
    are not in the app that might be relevant to them, for example new content
    releases or social interactions. They tested 5 new notification types, always
    keeping a control group to better keep track of the impact, and managed to
    increase retention in a 5%. Watch the video
    above for more of Andy’s tips on making better use of notifications.

Other speakers, such as Silicon Valley VC Greylock, have also shared their
tips for startup growth. Watch
more sessions from this year’s Playtime events to learn best practices from
other apps and game partners, and the Google Play team. Get the Playbook for Developers app to stay up to
date with news and tips to help you grow a successful business on Google Play.

How useful did you find this blogpost?
   


Android Developers Blog

Sep 30

Manage paid orders and payments settings from the Google Play Developer Console

Posted by Suzanne van Tienen, Product Manager, Google Play



Today we are simplifying and improving the merchant experience for developers
who have paid apps, in-app purchases, or subscriptions based on the feedback
we’ve heard from the community.

First, we’re moving order management from the Google Payments Center to the
Google Play Developer Console and adding some improved features. Second,
payments settings will now be accessible from the Developer Console in addition
to continuing to be available on payments.google.com. The new features come with
appropriate access control settings so you can be sure users only have access to
the tools they need.


The new order management tab in the Google Play Developer Console



You can perform the same tasks in the Developer Console which you previously
would have performed in the Google Payments Center. We’ve also made some
improvements:

  • Bulk refunds: You can now select multiple orders
    for simultaneous refund, instead of issuing them individually.
  • Subscription cancellations: You can now refund and
    revoke subscriptions directly from the order management tab (without going to a
    separate UI).
  • Permissions: We’ve added a new user access
    permission to the Developer Console called “Manage orders”. This permission will
    allow a user to find orders, issue refunds, and cancel subscriptions. Other
    features will be read-only for these users and financial reports will be hidden
    (only users with “View financial reports” can see financial data). Payments
    settings are restricted to the account owner when accessed from Developer
    Console.

Order management migration to the Developer Console



Order
management is now available in the Developer Console. Starting January 23,
order management will cease being available in Payments Center. User permissions
are not automatically carried over from the Payments Center so, as the account
owner, you will need to add all users who need access to refunds and any other
order management features to your Developer Console account with the new ‘Manage
orders’ permission by January 22 for them to have continued access.

Here’s how you can add new users to your Developer Console account:

  1. Log on to Google Payments Center
    and review all existing users.
  2. Sign in to your Developer
    Console and add one or both of the following permissions for all users that
    need access to Order Management in the Developer Console.
    1. View financial reports: Gives the right to access and view
      financial reports.
    2. Manage orders: Gives the right to view and refund orders but not
      to view aggregate financial statistics or download sales & payout reports.
  3. Let your users know about the new location for order
    management.
How useful did you find this blogpost?





Android Developers Blog

Sep 29

SOULLESS – Unleash the beast from your C64!

Greetings Retro Chums!

With the release of the amazing new Commodore 64 title SOULLESS now imminent I thought I would treat you guys & gals to some more details about the game, previously unreleased screenshots and some sneaky peeks at the lush new packaging that we are working on.


Firstly, a bit about the game itself. SOULLESS tells the story of Rizek, the ruler of a war-torn land who grew weary of battle. He declared a time of peace but was betrayed by his bloodthirsty Generals who wanted the wars to continue. The Generals plotted against Rizek and enlisted the help of Kalen, an evil Wizard who cast a spell on Rizek, transforming him into a grotesque beast, robbing him of his soul and casting him into a dungeon for all time. Rizek was locked away and forgotten for a thousand years – until a great quake shattered the walls of his cell. Rizek was at last FREE and began his quest to reclaim both his soul and his kingdom. And that is where the game begins.

A still from the superb animated intro!

You start off in the dungeons and must find your way from the deep dungeon into the nearby temple. The dungeon area is inhabited with a few guards and there are no objects to search – so this is a good way to familiarize yourself with the controls and to learn how to avoid the guards and other monsters that inhabit the game.

Rizek begins his quest deep in the dungeons

As you enter the main temple you will encounter searchable objects. Hidden away throughout the game are twelve randomly placed SPIRIT STONES – you will need to find all 12 of these and then take them to the Soul Chamber and place them in the correct order in order to reclaim your imprisoned soul. This gameplay dynamic is similar to Impossible Mission – but, thankfully, is much simpler. The correct order in which you have to place the Spirit Stones is shown in the form of clues that are displayed on the walls of 12 rooms in the game. Each time you encounter one of these clues all you have to do is make of note of the Spirit Stone and which slot you must place it in the Soul Chamber. One of the clues is shown in the screenshot below.

The red clue on the wall shows where to place one of the Spirit Stones
It will help if you keep a note of these as you play the game

The game will even include a printable Spirit Stone sheet in which you can record the position of the Spirit Stones each time you play it. So don’t worry if you are are put off by the puzzle aspect of the game, it’s very easy to pick up and makes for a very enjoyable part of the game. The searchable objects in the game also contain other things as well as the vital Spirit Stones. Some contain different magic spells that will either slow down, freeze or destroy all the enemies on the screen. You will also find gold & rubies that will increase your score along with potions that will restore your life energy or give you extra lives.

Boom! Rizek has just destroyed all the enemies on
screen by finding Red Magic hidden in an object!

You will also encounter spawn points scattered throughout the map. Once you have activated a spawn point you will return to that point if you lose a life. You can also replenish your life energy from a spawn point as well. You will find that some areas of the map are blocked by locked doors. You will need to find keys to open these doors in order to access more parts of the map. Once you have correctly placed all 12 Spirit Stones in the Soul Chamber Rizek will reclaim his soul and your quest will be complete!

Rizek poses for a photo near to a spawn point

SOULLESS was designed by Trevor ‘Smila’ Story who also produced the amazingly detailed graphics for the game. The game was programmed by Georg ‘Endurion’ Rottensteiner (author of the hugely popular C64 game Joe Gunn) and should prove popular with Joe Gunn fans as it does share a few similarities (I.E. It’s a huge flick-screen adventure!) – although the main character sprite in SOULLESS is much bigger (think Draconus, crossed with Impossible Mission with a hint of Shadow of the Beast!) Amazingly, the main game and its lavishly detailed 70+ screen map has been crammed into a single load – with the animated intro and end sequence included as separate files (the end sequence can only be accessed once you have completed the game of course). The atmospheric soundtracks for the game were composed by Mikkel ‘Encore’ Hastrup.

The awesome Premium Disk cover artwork by Smila

To make SOULLESS an extra special release for C64 fans we have really gone to town with the packaging on this one. The game will include a stunning full colour A3 print that features a complete map of the game on one side and a poster of the game artwork on the other. The game will also include a superb 16 page comic booklet showing the game back-story along with a companion CD that features an emulator compatible version of the game, bonus ‘making of’ materials, a printable Spirit Stone sheet to help you with your quest, the game soundtracks digitally recorded from a real C64 and much more!

A sneaky peek at the Soulless goodies – including the A3 poster / map,
compantion CD, tape & disk versions of the game and the comic book!

SOULLESS will be released in May 2012 and you will be able to buy the game on C64 tape, 5.25″ disk and as a digital download from www.psytronik.net and on C64 cartridge from www.rgcd.co.uk.

Thanks for reading!

Kenz / www.psytronik.net
Psytronik Software

Sep 22

Get the Do’s and Don’ts for Notifications from Game Developer Seriously

Posted by Lily Sheringham, Developer Marketing at Google Play

Editor’s note: We’ve been talking to developers to find out how they’ve been achieving success on Google Play. We recently spoke to Reko Ukko at Finnish mobile game developer, Seriously, to find out how to successfully use Notifications.

Notifications on Android let you send timely, relevant, and actionable information to your users’ devices. When used correctly, notifications can increase the value of your app or game and drive ongoing engagement.

Seriously is a Finnish mobile game developer focused on creating entertaining games with quality user experiences. They use push notifications to drive engagement with their players, such as helping players progress to the next level when they’ve left the app after getting stuck.

Reko Ukko, VP of Game Design at Seriously, shared his tips with us on how to use notifications to increase the value of your game and drive ongoing engagement.

Do’s and don’ts for successful game notifications

Do’s

Don’ts

Do let the user get familiar with your service and its benefits before asking for permission to send notifications.

Don’t treat your users as if they’re all the same – identify and group them so you can push notifications that are relevant to their actions within your app.

Do include actionable context. If it looks like a player is stuck on a level, send them a tip to encourage action.

Don’t spam push notifications or interrupt game play. Get an understanding of the right frequency for your audience to fit the game.

Do consider re-activation. If the player thoroughly completes a game loop and could be interested in playing again, think about using a notification. Look at timing this shortly after the player exits the game.

Don’t just target players at all hours of the day. Choose moments when players typically play games – early morning commutes, lunch breaks, the end of the work day, and in the evening before sleeping. Take time zones into account.

Do deep link from the notification to where the user expects to go to based on the message. For example. if the notification is about “do action X in the game now to win”, link to where that action can take place.

Don’t forget to expire the notifications if they’re time-limited or associated with an event. You can also recycle the same notification ID to avoid stacking notifications for the user.

Do try to make an emotional connection with the player by reflecting the style, characters, and atmosphere of your game in the notification. If the player is emotionally connected to your game, they’ll appreciate your notifications and be more likely to engage.

Don’t leave notifications up to guess work. Experiment with A/B testing and iterate to compare how different notifications affect engagement and user behavior in your app. Go beyond measuring app opening metrics – identify and respond to user behavior.

Experiment with notifications yourself to understand what’s best for your players and your game. You can power your own notifications with Google Cloud Messaging, which is free, cross platform, reliable, and thoughtful about battery usage. Find out more about developing Notifications on Android.

Join the discussion on

+Android Developers


Android Developers Blog

Aug 28

Learn tips from Memrise to increase in-app conversions with pricing experiments

Posted by Tamzin Taylor, Partner Development Manager at Google
Play, & Kristina Narusk, Head of Production at Memrise

Getting people to install your app is one thing, getting them to sign up to your
paid offering is quite another. It’s important to understand the complete
journey your users take from installing your app to paying for something. Once
you do, you can experiment on the flow to try and increase conversions. Memrise
has found great success in experimenting on their language learning app to
increase the number of paying users.

Four experiments Memrise use to improve conversions

Memrise
makes languages fun with a number of different learning modes you can play to
help increase your vocabulary in a chosen language. You can download the app for
free and play some of the modes or take advantage of their premium subscription
offering called ‘Memrise Pro’ which offers new game modes and additional
features like offline learning. Memrise recently ran a number of conversion
experiments with the main objective of increasing the Average Revenue Per Daily
Active User (ARPDAU). These experiments tested multiple user experience and
pricing experiment scenarios.

1. A/B test how messaging different user benefits can impact
conversion

What they did: Memrise wanted to know what motivation and call
to action would convert the most users to buy a Pro subscription from a locked
game mode in the app. To do this, they ran an A/B test with two similar designs,
featuring different reasons for the user to upgrade, and compared the results to
their original upgrade messaging.

Screen Shot 2016-10-11 at 15.26.00.png
Screen Shot 2016-10-11 at 15.25.34.png
Test A: Focus on ‘difficult’ words with an orange background.
Test B: Focus on ‘favorite’ words with a pink background.

Results: Test A performed the best. Conversion to Pro in Test A
was 28% higher than in Test B. Pro mode usage was subsequently 9.7% higher in
Test A compared to Test B too.

Next steps: After seeing how test A won the experiment, Memrise
applied this creative across the board. Subscribers driven by that particular
mode increased as a percentage of all subscriptions in the app by 16%. Memrise
plans to run additional A/B tests at others points of conversion in the app to
see if they can increase the results even further. They’ll also try different
text for the call to actions.

2. Test whether adapting to local price points results in sustainable
uplift

In 2015, Google Play launched new minimum local price levels in countries around
the world. To take advantage of the new price points, Memrise tested lowering
localised prices in certain markets to better match purchasing power. Prices
were an average of 6 times lower during this experiment.

Results: After 30 days, Memrise saw the following changes in
conversions to paid users:

Aug 27

Four tips for startup success from a Silicon Valley VC

Posted by Kacey Fahey, Marketing Programs Manager, Google Play




Working at Google Play, we’re on the front line watching developers build, polish, and launch their dreams for millions of users to experience. While it’s exciting to be a part of so much creativity, we’re often asked how small startups can stand out in such a competitive field. We recently had Josh Elman & Sarah Tavel of Greylock Partners speak at our events, sharing their experiences working in Product Marketing and Engineering at major tech companies including Twitter, Facebook and Pinterest. Below are four tips to hit the ground running and create a business built for success.


Set goals, both large and small



Every startup has an ultimate goal, but don’t forget to create micro-goals. Breaking your larger goal down into smaller milestones creates checkpoints to review progress and ensure momentum is heading in the right direction. This also allows for flexibility if teams need to course correct along the way, not to mention micro-accomplishments to celebrate!



Create stickiness



The first level in Sarah’s Hierarchy of Engagement is to identify the core action for users to perform in your app. Once you have engagement with this core action, level 2 is driving retention, getting users to come back and perform the core action more and more. The ultimate goal is to hook users with your app creating accruing benefits, whereby deeper and more frequent engagement creates habits and product dependencies.











“As companies move up the hierarchy, their products become better, harder to leave, and ultimately create virtuous loops that make the product self-perpetuating,”
– Sarah Tavel, Partner at Greylock





Example: For those looking to improve on organizational skills, Evernote can be a lifesaver. The more lists users create, the more they rely on the product. Evernote becomes such an ingrained habit that it naturally transcends between personal and professional worlds.


Drive virality



When launching a new app, look for ways to achieve virality. Find hooks to make users fall in love with your app and strive to make it part of their regular habits. But watch out, not all types of virality are treated equally.




“Whenever you’re thinking about engineering virality, you need to be sure that you’re reaching the right people, getting them interested for reasons that align with the intrinsic value of your product, and leading them to the right actions,”
– Josh Elman, Partner at Greylock

Example: Whether you’re lucky enough to convert happy users into product evangelists or catch fire through social media, outbreak virality has driven tremendous success for apps like Pokémon GO and Prisma.


Measure cohorts



While monitoring traditional mobile metrics such as installs and DAUs provide a high level overview of app performance, cohort analysis is key to understanding user behavior and optimizing for growth. When rolling out changes in your app, make sure to track cohorts for an extended duration. Initial results may tell one story at D7, but hold tight, as things could turn a corner by D15 or even later. Give users time to adapt and get comfortable with the changes before making any final product decisions.




Read more tips on how to find success for your app or game start up in the Playbook for Developers app.



How useful did you find this blogpost?


Android Developers Blog

Aug 21

Watch sessions from the Playtime 2016 events to learn how to succeed on Android & Google Play

Posted by Patricia Correa, Head of Developer Marketing, Google Play

We’re wrapping up our annual global Playtime series of events with a last stop in Tokyo, Japan. This year Google Play hosted events in 10 cities: London, Paris, Berlin, Hong Kong, Singapore, Gurgaon, San Francisco, Sao Paulo, Seoul and Tokyo. We met with app and game developers from around the world to discuss how to build successful businesses on Google Play, share experiences, give feedback, collaborate, and get inspired.

You can now watch some of the best Playtime sessions on our Android Developers YouTube Channel, as listed below. The playlist opens with a video that celebrates collaboration.


Keynote

What’s next for Google Play

Learn how we’re helping users discover apps in the right context, creating new
ways to engage with users beyond the install, and powering innovative
experiences on emerging platforms like virtual reality, wearables, and auto.

Develop and launch apps & games

Android
development in 2016

Android development is more powerful and efficient than ever before. Android
Studio brings you speed, smarts, and support for Android Nougat. The broad range
of cross-platform tools on Firecase can improve your app on Android and beyond.
Material Design and Vulkan continue to improve the user experience and increase
engagement.

Daydream
& Tango

Daydream View is a VR headset and controller by Google that lets people explore
new worlds, or play games that put them at the center of action. Learn how we’re
helping users discover apps in the right context and powering new experiences
with Daydream and Tango.

Fireside
chat – Wayfair & Pokémon GO on augmented reality

Augmented reality engages and delights people everywhere. In this fireside chat,
online furniture seller Wayfair and Niantic’s Pokémon
GO share their experiences with AR and discuss how other developers can make
the most of the platform.

Building
for billions, featuring best practices from Maliyo Games

Learn how to create apps and games for emerging markets, which are expected to
drive 80% of global smartphone growth by 2020, by recognizing the key challenges
and designing the right app experiences to overcome them.

At minute 16:41, hear tips from Hugo Obi, co-founder of Nigerian games developer
Maliyo.

Launch
smart on Google Play

Set your app up for success using experimentation and iteration. Learn best
practices for soft launching and adapting your app for different markets and
device types.

Apps

Sustainable
growth solves most problems for apps, featuring best practices from
SoundCloud &
Peak

Planning and executing a great growth strategy involves a complex set of choices
and mastery of many tools. In this session we discuss topics including key
business objectives, tools, and techniques to help you solve the growth puzzle
with our partner, SoundCloud.

Also, check out some growth
best practices from Peak.

Creating
sustainable user growth for startups, by Greylock

User growth isn’t just about growing the number of users you have. The key to
sustainability is creating and delivering core product value. In this session,
VC Greylock discusses how to identify your core action to focus on and shows you
how to use these insights to optimize your app for long term growth.

App
engagement is the new black, featuring best practices from Lifesum

As the app marketplace becomes more competitive, developer success depends on
retaining users in apps they love. Find out which Google tools and features can
help you analyze your users’ behaviors, improve engagement and retention in your
app and hear insights from others developers including Lifesum.

Predicting
lifetime value in the apps world

Deepdive into lifetime value models and predictive analytics in the apps ecosystem.
Tactics to get the most out of identified segments and how to upgrade their
behaviors to minimize churn.

Subscriptions
update

Learn about Google’s efforts to enable users, around the world, to seamlessly
and safely pay for content. This session provides updates on Google Play billing
and recent enhancements to our subscriptions platform.

Games

One
game fits all, featuring best practices from Space Ape Games

Customize your game’s experience for different users by targeting them with lifetime value
models and predictive analytics. Hear how these concepts are applied by
Space Ape Games to improve retention and monetization of their titles.

Promoting
your game and growing your user base, featuring best practices from Seriously

Learn how to use Google’s latest tools, like Firebase, for benchmarking,
acquiring users and measuring your activities. Also, hear game
developer Seriously share their latest insights and strategies on YouTube
influencer campaigns.

Creating
long-term retention, loyalty and value with engaging LiveOps events, featuring
best practices from Kabam &
Creative Mobile

Learn how successful developers keep their games fresh and engaging with Live
Operations. In this talk, the LiveOps expert on Marvel: Contest of Champions
discusses tips about the art and science of running an engaging LiveOps event.

Also check out the tips and best
practices to run successful LiveOps from games developer Creative Mobile.

Panel
- Play fair: Maintaining a level playing field in your game, featuring Space Ape
Games and Kongregate

Ensuring that your game is fair is critical to success. Find out how game
developers are achieving this and some ways Google Play can help.

Families

Why
you need to build for families

Family-based households with children have higher tablet and smartphone
ownership rates than the general population. These families are more likely to
make purchases on their mobile devices and play games. Learn about how parents
choose what to download and buy, and how you can prepare for maximum conversion.

Two
keys to growth: user acquisition & app engagement, by Cartoon Network

Hear how Cartoon Network leverages their network to cross-promote new titles,
acquire new users and keep them engaged through immersive experiences.

Go
global: Getting ready for the emerging markets revolution, by
Papumba

Papumba has a clear vision to grow a global business. Hear how they work with
experts to adapt their games to local markets and leverage Google Play’s
developer tools to find success around the world.

Optimizing
for a post install world

You’ve spent time and resources getting users to download your apps, but what
happens after the install? Learn how to minimize churn and keep families engaged
with your content long term.

Monetization
best practices on freemium, by 01 Digital

Learn how 01 Digital uses In-App-Purchases (IAP) to effectively monetize their
apps while maintaining a safe environment for families.

Building
a subscription business that appeals to parents, by PlayKids

PlayKids has been at the forefront of the subscription business model since
their inception. See how they best serve their subscribers by refreshing their
content, expanding their offerings and investing in new verticals.




How useful did you find this blogpost?


Android Developers Blog

Aug 09

Watch sessions from the Playtime 2016 events to learn how to succeed on Android & Google Play

Posted by Patricia Correa, Head of Developer Marketing, Google Play

We’re wrapping up our annual global Playtime series of events with a last stop in Tokyo, Japan. This year Google Play hosted events in 10 cities: London, Paris, Berlin, Hong Kong, Singapore, Gurgaon, San Francisco, Sao Paulo, Seoul and Tokyo. We met with app and game developers from around the world to discuss how to build successful businesses on Google Play, share experiences, give feedback, collaborate, and get inspired.

You can now watch some of the best Playtime sessions on our Android Developers YouTube Channel, as listed below. The playlist opens with a video that celebrates collaboration.


Keynote

What’s next for Google Play

Learn how we’re helping users discover apps in the right context, creating new
ways to engage with users beyond the install, and powering innovative
experiences on emerging platforms like virtual reality, wearables, and auto.

Develop and launch apps & games

Android
development in 2016

Android development is more powerful and efficient than ever before. Android
Studio brings you speed, smarts, and support for Android Nougat. The broad range
of cross-platform tools on Firecase can improve your app on Android and beyond.
Material Design and Vulkan continue to improve the user experience and increase
engagement.

Daydream
& Tango

Daydream View is a VR headset and controller by Google that lets people explore
new worlds, or play games that put them at the center of action. Learn how we’re
helping users discover apps in the right context and powering new experiences
with Daydream and Tango.

Fireside
chat – Wayfair & Pokémon GO on augmented reality

Augmented reality engages and delights people everywhere. In this fireside chat,
online furniture seller Wayfair and Niantic’s Pokémon
GO share their experiences with AR and discuss how other developers can make
the most of the platform.

Building
for billions, featuring best practices from Maliyo Games

Learn how to create apps and games for emerging markets, which are expected to
drive 80% of global smartphone growth by 2020, by recognizing the key challenges
and designing the right app experiences to overcome them.

At minute 16:41, hear tips from Hugo Obi, co-founder of Nigerian games developer
Maliyo.

Launch
smart on Google Play

Set your app up for success using experimentation and iteration. Learn best
practices for soft launching and adapting your app for different markets and
device types.

Apps

Sustainable
growth solves most problems for apps, featuring best practices from
SoundCloud &
Peak

Planning and executing a great growth strategy involves a complex set of choices
and mastery of many tools. In this session we discuss topics including key
business objectives, tools, and techniques to help you solve the growth puzzle
with our partner, SoundCloud.

Also, check out some growth
best practices from Peak.

Creating
sustainable user growth for startups, by Greylock

User growth isn’t just about growing the number of users you have. The key to
sustainability is creating and delivering core product value. In this session,
VC Greylock discusses how to identify your core action to focus on and shows you
how to use these insights to optimize your app for long term growth.

App
engagement is the new black, featuring best practices from Lifesum

As the app marketplace becomes more competitive, developer success depends on
retaining users in apps they love. Find out which Google tools and features can
help you analyze your users’ behaviors, improve engagement and retention in your
app and hear insights from others developers including Lifesum.

Predicting
lifetime value in the apps world

Deepdive into lifetime value models and predictive analytics in the apps ecosystem.
Tactics to get the most out of identified segments and how to upgrade their
behaviors to minimize churn.

Subscriptions
update

Learn about Google’s efforts to enable users, around the world, to seamlessly
and safely pay for content. This session provides updates on Google Play billing
and recent enhancements to our subscriptions platform.

Games

One
game fits all, featuring best practices from Space Ape Games

Customize your game’s experience for different users by targeting them with lifetime value
models and predictive analytics. Hear how these concepts are applied by
Space Ape Games to improve retention and monetization of their titles.

Promoting
your game and growing your user base, featuring best practices from Seriously

Learn how to use Google’s latest tools, like Firebase, for benchmarking,
acquiring users and measuring your activities. Also, hear game
developer Seriously share their latest insights and strategies on YouTube
influencer campaigns.

Creating
long-term retention, loyalty and value with engaging LiveOps events, featuring
best practices from Kabam &
Creative Mobile

Learn how successful developers keep their games fresh and engaging with Live
Operations. In this talk, the LiveOps expert on Marvel: Contest of Champions
discusses tips about the art and science of running an engaging LiveOps event.

Also check out the tips and best
practices to run successful LiveOps from games developer Creative Mobile.

Panel
- Play fair: Maintaining a level playing field in your game, featuring Space Ape
Games and Kongregate

Ensuring that your game is fair is critical to success. Find out how game
developers are achieving this and some ways Google Play can help.

Families

Why
you need to build for families

Family-based households with children have higher tablet and smartphone
ownership rates than the general population. These families are more likely to
make purchases on their mobile devices and play games. Learn about how parents
choose what to download and buy, and how you can prepare for maximum conversion.

Two
keys to growth: user acquisition & app engagement, by Cartoon Network

Hear how Cartoon Network leverages their network to cross-promote new titles,
acquire new users and keep them engaged through immersive experiences.

Go
global: Getting ready for the emerging markets revolution, by
Papumba

Papumba has a clear vision to grow a global business. Hear how they work with
experts to adapt their games to local markets and leverage Google Play’s
developer tools to find success around the world.

Optimizing
for a post install world

You’ve spent time and resources getting users to download your apps, but what
happens after the install? Learn how to minimize churn and keep families engaged
with your content long term.

Monetization
best practices on freemium, by 01 Digital

Learn how 01 Digital uses In-App-Purchases (IAP) to effectively monetize their
apps while maintaining a safe environment for families.

Building
a subscription business that appeals to parents, by PlayKids

PlayKids has been at the forefront of the subscription business model since
their inception. See how they best serve their subscribers by refreshing their
content, expanding their offerings and investing in new verticals.




How useful did you find this blogpost?


Android Developers Blog

Jul 30

Learn tips from Memrise to increase in-app conversions with pricing experiments

Posted by Tamzin Taylor, Partner Development Manager at Google
Play, & Kristina Narusk, Head of Production at Memrise

Getting people to install your app is one thing, getting them to sign up to your
paid offering is quite another. It’s important to understand the complete
journey your users take from installing your app to paying for something. Once
you do, you can experiment on the flow to try and increase conversions. Memrise
has found great success in experimenting on their language learning app to
increase the number of paying users.

Four experiments Memrise use to improve conversions

Memrise
makes languages fun with a number of different learning modes you can play to
help increase your vocabulary in a chosen language. You can download the app for
free and play some of the modes or take advantage of their premium subscription
offering called ‘Memrise Pro’ which offers new game modes and additional
features like offline learning. Memrise recently ran a number of conversion
experiments with the main objective of increasing the Average Revenue Per Daily
Active User (ARPDAU). These experiments tested multiple user experience and
pricing experiment scenarios.

1. A/B test how messaging different user benefits can impact
conversion

What they did: Memrise wanted to know what motivation and call
to action would convert the most users to buy a Pro subscription from a locked
game mode in the app. To do this, they ran an A/B test with two similar designs,
featuring different reasons for the user to upgrade, and compared the results to
their original upgrade messaging.

Screen Shot 2016-10-11 at 15.26.00.png
Screen Shot 2016-10-11 at 15.25.34.png
Test A: Focus on ‘difficult’ words with an orange background.
Test B: Focus on ‘favorite’ words with a pink background.

Results: Test A performed the best. Conversion to Pro in Test A
was 28% higher than in Test B. Pro mode usage was subsequently 9.7% higher in
Test A compared to Test B too.

Next steps: After seeing how test A won the experiment, Memrise
applied this creative across the board. Subscribers driven by that particular
mode increased as a percentage of all subscriptions in the app by 16%. Memrise
plans to run additional A/B tests at others points of conversion in the app to
see if they can increase the results even further. They’ll also try different
text for the call to actions.

2. Test whether adapting to local price points results in sustainable
uplift

In 2015, Google Play launched new minimum local price levels in countries around
the world. To take advantage of the new price points, Memrise tested lowering
localised prices in certain markets to better match purchasing power. Prices
were an average of 6 times lower during this experiment.

Results: After 30 days, Memrise saw the following changes in
conversions to paid users:

Jun 15

Readfeed graduates from Google Play’s Early Access beta program & offers some learnings

Guest post by Rajiev Timal, Founder of Readfeed

Readfeed was created to help book lovers around the world share and discuss
their favorite reads with each other more easily. Today, we are excited to
officially launch the Readfeed
app on Google Play. As one of the first online book clubs available only on
Android devices, Readfeed lets you create your virtual bookshelf by adding books
to custom lists, track and share your reading progress with community members,
and see what books others are reading and talking about.

Readfeed has come a long way since we first released the app as beta in Google
Play’s Early Access program. As one of the first graduates of the beta program,
we were able to solicit feature requests, identify bugs, locate new and optimize
existing target markets, as well as build a sizable reader community. This
allowed Readfeed to deliver the best possible experience right out of the gate.

As a guest on this blog, we thought it would be helpful to share some important
best practices that we learned from the Early Access program to improve your
products and scale your user base.

Harnessing Feedback Loops

One of the core principles underlying the construction of any successful product
is setting up an effective feedback loop between users and product creators.
Google Play Early access does this automatically. Users show up (sometimes
seemingly out of nowhere), install the app, and leave feedback in the Beta
Feedback section of the developer console. We can then reply in that section or
take the conversation into an email, address the issue, and email users when
it’s addressed. Many improvements to Readfeed have been made as a direct result
of this process.

Identifying New Target Markets

One major benefit of Early Access was that it gave us immediate access to a
worldwide audience of readers. We were able to quickly assess the different
book-related markets that existed based on user feedback and interviews done
through email. Since launched in beta, over 1000 people have asked to read free
books. Apparently this need exists in third-world countries and we plan to add
this functionality in a future release.

Identifying Bugs

Bugs plague any app in its early stages. Because of the variety of devices that
Early Access users have, ranging from Android 4.2 rooted devices to the latest
Nexus phones, we were able to identify bugs very quickly. For instance, on
Android 4.2 there was a recurrent crash which was tough for me to identify with
my own devices. After one user emailed me about it, I was able to gather enough
information to resolve the issue and put out an update immediately.

Identifying New Features

Google Play Early Access made it a lot easier to determine what to do next. When
about 10 people request a feature, we know it’s immediately important and put it
in the app. One feature that came directly from Early Access feedback was the
ability to rate books without leaving a review.

Community Building

Early Access has allowed us to start building a community. For instance, a
Software tester from the UK who likes books sent me a detailed analysis of all
of Readfeed’s bugs. Also, we’ve witnessed many people take the initiative and
answer others’ questions about the app. Because of the critical mass that Google
Play Early Access helps you build, it’s easy for communities to form and start
sharing information with each other.

A/B Testing

We now have enough users to A/B test certain parts of the app and get
statistically significant results. This is something that usually takes a long
time to achieve.

There are many other ways Google Play Early Access have helped us, and we’re
thankful that Readfeed has had the opportunity to be a part of the program. I
can say without reservation that our current and future product would be in a
very different place had it not been for our inclusion in Early Access.


Android Developers Blog