ASO Case Study: How Jam City Found the Balance Between Searching for New Users and Catering for Lapsed Ones
This American online game firm seemed for a strategy to carry again their lapsed customers, whereas nonetheless optimizing its pages for first-timers. Here is how they handle to embrace and cater to their most loyal customers utilizing ASOWorld.
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Based again in 2010 by former MySpace Co-founders, this American online game firm is working right this moment in additional than 9 studios throughout the globe – with places of work in Berlin, Buenos Aires, Bogota, Toronto, San Diego, and San Francisco amongst others, headquartered in Los Angeles. The corporate employs over 500 folks worldwide.
Jam Metropolis is chargeable for among the highest-grossing, most profitable cell video games, profitable a number of leisure awards. Its international franchise Cookie Jam has generated greater than half a billion {dollars}, and Panda Pop has greater than 120 million downloads so far. The corporate is also the go-to studio for Hollywood, having developed immersive, narrative-rich cell video games round iconic leisure manufacturers. The Jam Metropolis staff is thought for its artistic excellence and technological innovation in key areas together with storytelling, information science, and viewers insights.
The Problem: appeal to new customers whereas making an attempt to carry again lapsed gamers
Jam Metropolis has loads of mature video games of their portfolio, which holds an fascinating problem – how will you additional optimize them and the way do you retain innovating with a model that’s evergreen?
It’s that blend of wanting to draw new customers, whereas nonetheless retaining previous ones – a poser for clearly any firm that had video games which have been out for a very long time; working with a really specific form of viewers, and now within the part of wanting to draw new customers and nonetheless form of preserve a constant feel and appear.
The necessity right here shouldn’t be solely to optimize for first-time customers but in addition to consider retargeting and bringing again lapsed gamers – customers who downloaded your sport previously however have since uninstalled it.
The Technique: ASOWorld App Retailer Inventive Optimization Loop
ASOWorld has been tackling this set-back previously and after analyzing a whole lot of hundreds of thousands of customers, got here up with a technique of the way to discover the stability between making an attempt to draw new customers whereas proving to lapsed customers that the app or sport in query has many new options value .
Working intently with Jam Metropolis, we prioritize the corporate’s tasks primarily based on a number of various factors -First, we prioritized the corporate’s tasks, after which after figuring out the app in query, we additionally prioritized the app retailer’s artistic belongings by their conversion fee raise potential.
Listed below are some completely different concepts Jam Metropolis carried out of their assessments, after going by the mandatory phases of market analysis and hypotheses growth:
Showcasing New/upgraded characters
By highlighting issues like occasions, and new ranges which all customers like, and by exhibiting off graphics in a brand new manner, you possibly can appeal to lapsed customers whereas nonetheless interesting to new customers.
Redesigned Icon
Icons are an fascinating manner of reengaging customers who haven’t but deleted the app however aren’t logging in – merely altering your icon can pull them again, whereas designing an interesting icon for brand spanking new customers will rope them in. Right here comes the significance of seasonality, which exhibits customers the app is present, cared for, maintained.
Leveraging the ‘What’s new’ and ‘Nearer Look’ sections
Bear in mind that you’ve belongings which might be mainly unique for lapsed customers – the what’s new textual content and the nearer look video. The What’s new part exhibits up on the high of the web page for lapsed customers and manner down low for brand spanking new customers. That textual content ought to be 100% custom-made solely in the direction of present/lapsed customers.
A Nearer Look video is an extremely highly effective asset for lapsed customers. Nearer Look exhibits up just below what’s new for lapsed customers and is manner down low for brand spanking new customers, so on the product web page, it also needs to be custom-made in the direction of lapsed customers.
Nonetheless – if in case you have a better look video, it exhibits up within the Search Outcomes web page, which new customers will see. Within the assessments we’ve run, we realized it’s unwise to spotlight gross sales or particular offers for video games on the product web page – it turns new customers off even when it could entice lapsed customers.
Catching customers “who nonetheless haven’t given you a shot”
Even when a sport or app is in its maturity part, you possibly can nonetheless take a look at some hypotheses to get higher outcomes. Right here, with a longtime sport like Winery Valley, Jam Metropolis seemed into first impressions assessments, placing some themes collectively:
Speculation 1 – customers wish to construct their dream world.
Speculation 2 – customers are pushed by their must “save” somebody and to resolve a disaster.
Speculation 3 – customers wish to create their very own tales and luxuriate in dramatic storylines.
The management right here tried to cowl loads of completely different elements and depend on the truth that it was a “identified” sport – you possibly can see how that didn’t work for his or her efficiency. After this, the Jam Metropolis staff was capable of go asset by asset and create a extremely robust web page.
The conclusion: Broadening the attain
This case research demonstrates Jam Metropolis’s holistic strategy to testing and to ASO normally. The take a look at variations proven above had been primarily based on a mixture of the concepts and methodologies – in search of completely different components that clearly are eye-catching or changing, and continuously making an attempt to broaden their attain, to know if there’s a brand new consumer section which may discover their sport or their idea interesting.
Many firms nonetheless strategy the testing part fascinated by look-alike audiences that monetize essentially the most. Right here, Jam Metropolis went with a special form of technique, by additionally usually eager to see what lapsed customers do – how they reply to completely different belongings.
Concentrating on lapsed customers takes time and is taken into account a extra gutsy transfer – as a result of regardless of the actual fact lapsed customers usually monetize properly, the platforms nonetheless care much less about them. New installs are crucial think about growing discoverability. However that doesn’t imply you possibly can ignore your most loyal followers, and the insights gathered from understanding your most devoted customers is usually a treasure-trove of knowledge used sooner or later.